Transmedia make over for MBC’s 04 drama

Rebecca Hawkes ©RapidTVNews | 12-02-2012

Half a million viewers have been enjoying an interactive digital TV experience for MBC4's experimental TV drama 04, following a tie up between the pan Arab broadcaster and digital giant Google.

In addition to following the characters on screen antics, the show's fans can also engage with the actors via live social media updates, blogs and online videos.
The 'zero4channel' on YouTube, which followed the launch of 04 on 14 January, has attracted a significant mass of online viewers; a film of a Google Hangout with one of the show's cast members was viewed over 200,000 times in just 48 hours.
"The new tie-up with Google represents a 'win-win' for all parties concerned. We launched the 04 experience because we believe in the need to evolve the TV experience and embrace the digital habits of our youth audience, using all the platforms available to engage in very direct and personal ways with viewers," said Mazen Hayek, official spokesman and group director of PR & commercial, MBC Group.
"Simply put, 04 is about making those connections and promoting conversations; and Google's recent launch of their Google+ social media platform aims to encourage exactly that. This is a natural fit for both of us."
Maha Abouelenein, head of communications, MENA, Google, added: "We are passionate about creating magical moments and loved the Google+ Hangout with the character, Nadine, for the fans of 04 – using the technology to connect with fans in innovative ways.
"Google+ is about building meaningful relationships with our users and we are adding new features and services almost every day to improve the services we offer and support the sharing of experiences in today's socially-connected world."
The show, which is a joint production between MBC Group Content, 03 Productions and BPG Group, is broadcast on MBC4: a free to air channel aimed at women and young Arab families. The channel carries a mix of western, Turkish and Arabic content, including the highly successful Arabs Got Talent – of which a second season is currently in production.