Generations Breaks New Ground by STAFF WRITER
South Africa’ s most watched soap opera has launched a new website to give loyal fans exclusive content
The SABC and its flagship daily drama Generations, Africa’ s biggest television programme, have unveiled a world-first in how viewers can access content on the show. Generations, which airs daily on SABC1 at 20h00 and repeats at 09h00 and 10h30 daily on SABC3, has unveiled an extended storytelling format on a new media platform. The story will no longer be limited to 30-minute episodes but will continue throughout the day.
Mfundi Vundla, executive producer of Generations says:“ Lightning-fast developments in technology conveying television content has changed viewing patterns. People do not want to be restricted to getting their favourite shows for a limited period of time or at a certain time of day. They want the story to live on, and they want to get more from their favourite characters. This new format gives our viewers and fans what they want.”
The online story is available between episodes, throughout the day, on www. generations. co. za. Exclusive content is available in the form of character thoughts and text messages between characters. Users also have access to Generations-based polls, competitions and exclusive downloads, which are all relevant to and part of current storylines. Additionally, users can share their views on the story and its characters by posting comments in a public conversation with other Generations fans and followers. Moreover, they
Cast of Generations can create social connections with others and develop their own list of people from who they would like to hear.
The platform the SABC uses for Generations is known as Wezwa, and this level of integration between a social medium and a TV-broadcaster’ s content is a world-first. The type of digital extension of a media property is referred to as Transmedia, and is part of a worldwide phenomenon called Social TV – a general term for communication and social interaction in either the context of watching television, or related to television content.
“ The internet is the medium of the future, and it gives users the power to enjoy the drama, suspense, and intrigue from anywhere. Africa’ s Internet usage happens predominantly on mobile devices, and we are proud to be innovating in an African context instead of waiting to copy the developed world,” says WGSA member Bongi Ndaba, Generations head writer and the show’ s co-producer.
The online initiative is available for free – users only have to pay data costs – and it can be accessed from any internet-enabled cellphone or device.
“ When it comes to local content and telling local stories, SABC TV has always been a trailblazer, we are proud to be in partnership with the production company to push the boundaries of innovation once again,” comments Leo Manne, general manager of Channels for SABC TV.“ We are excited to be the first to launch such an initiative. We see this as becoming the benchmark for the industry,” he concludes.
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