Interactive component key to new technology TV property for tweens

Chalk Media is set to launch its new television series, Spy Academy, with a slick interactive component that should test the use of companion web sites to market to media-savvy tweeners. The show will launch on YTV on September 11 with the first of 13 episodes, at the same time as the interactive component which will be synchronized to the television broadcast. The show, say Chalk executives, is a natural extension of the marketing-focused TV properties the shop currently produces for adults. Spy Academy is being billed as a reality show for kids 9-12 that will follow three teams of two kids as they complete tasks that require them to use the lastest in consumer technology gadgets. The intent is to market the wares to kids who are already tech-friendly, and who are among the largest users of instant messaging, television, computers and phones. The show’s producers hope using an interactive component will keep the young audience’s attention, and keep them focused on Chalk’s partners’ gear. Dana Johl, executive producer on the show, says it developed as a way to extend the consumer technology shows already produced by Chalk. Properties featuring popular host Dave Chalk, such as Dave Chalk Connected, already target the adult audience with various products wrapped in an informational format. "We’ve been doing consumer technology shows for a number of years," Johl tells Canadian NEW MEDIA. "As well, as our company, probably in the last three or four years, has been working a lot on interactive projects, as a separate thing to our TV show, for various clients. So, when the idea came to try to branch out from a consumer technology show, we thought we’d stick with technology, and should find another audience. And, at that time, a lot of the clients that we’re working with were looking for ways to target the tween market, because it’s kind of the latest thing that the advertisers want to go after. So, we thought, ok, well how about a technology show for kids. Then, the idea from there was, instead of having a show about technology, how about if we have the kids using the technology? From there it was kind of turned into sort of an Amazing Race type thing for kids." The interactive component includes games and contests, some of which will be posted as the show goes on. The synchronization required the producers to develop a content management engine that will manage the flow of information to the web, aided by some human intervention to ensure the software is doing its job. Jason Lai, interactive project manager for the show, says that the show has four possible airing times over the course of a day as YTV broadcasts it twice during the day, in two time zones each. Kids who play the games are tracked to ensure an up-to-the-minute experience. Both Johl and Lai emphasize that the information gathered about the kids is kept to a minimum in accordance with tough U.S. laws, and that registration for the site and companion e-newsletter are automatically double-checked with parents. The site is being funded out of license fees from YTV and tax credits, having been turned down by the Bell Broadcast and New Media Fund earlier. Johl says the denial was surprising, but that the company will come back at the October deadline for the next funding round with an improved application. Nor, Johl says, is the site being paid for from any partner revenue such as fees for product placement. "We approached some potential sponsors, and we do have some interest. Obviously, they wanted to see it up and working, and we have that now. We’re about to show this in a few weeks, so, once we have something for the sponsors to look at, we have every indication that it’s going to be successful for them." The company has another proposed property about which it is currently in discussions with YTV, but Johl declines to discuss details. She says YTV parent Corus Entertainment has looked to Chalk to provide leadership on the interactive side of this project, and is excited about future "two-box" TV properties.

Interactive component key to new technology TV property for tweens

Broadcast | September 8, 2004

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