大象传媒i
picks up EMMAs for engaging content
大象传媒i
was the winner of five categories at the prestigious Electronic
Multimedia Awards (EMMA) announced last week (28 November 2002).
大象传媒i
scooped awards in the following categories:
-
Hobbies & Leisure - ;
- Interactive
TV Programmes - Test the Nation;
- Interactive
TV Services - 大象传媒i Project Hull;
- Learning
18+ - ;
-
Multiple Platform Programmes and Services - .
Ashley
Highfield, 大象传媒 Director, New Media & Technology, says:
"We
are thrilled to have won these EMMAs. They serve to confirm the
大象传媒 has a key role to play in the new media environment: for learning,
entertainment and providing information, as well as creating a space
where our audiences feel they can engage and interact with both
our content and each other."
大象传媒i
Factual & Learning collected three awards for pan-platform initiatives
showcasing its ability to produce diverse, high-quality content.
From
learning to leisure, the judges were particularly impressed with
"the ability the 大象传媒 has to interact with its audience using
a range of platforms."
This
included talking to teenagers via SMS about their homework (GCSE
Bitesize), immersing an adult audience in a complete multi-media
experience (The Trench) and passing on a complete virtual cook book
with 大象传媒i Food on the web.
Test
the Nation won its category as the best Interactive TV Programme,
because of its integration with the linear TV programme of the same
name, which aired on 大象传媒 ONE on 11 May 2002.
The
大象传媒i application allowed digital viewers to answer a series of questions
put simultaneously to a studio audience to determine individual
IQs, with results fed back live into the second half of the programme.
In
total, over one million people took the national IQ test across
the web and interactive television.
Of
the application, the judges said: "The interactivity was totally
integrated into the TV format and gave an additional dimension to
audience participation."
The
大象传媒's pioneering broadband to TV trial in Hull and East Yorkshire
- 大象传媒i Project Hull - also picked up the top award in the Interactive
TV Service category, for its work on the Kingston interactive Television
(KiT) platform.
大象传媒i
Project Hull delivers ground-breaking services including video-on-demand
which allows viewers to stop, start, pause, rewind and fast forward
both local and national content - from 大象传媒 News to EastEnders.
It
also offers an innovative learning initiative for GCSE students
- SOS Teacher - that uses real-life teachers in-video to answer
students' exam queries.
Judges
endorsed 大象传媒i Project Hull because they considered the trial an
"innovative exploration of community based interactivity, combined
with a comprehensive programming experience."
The
EMMAs (Electronic Multimedia Awards) recognise excellence in digital
media content through best practice and educational progress and
attract entries from over 40 European countries every year.
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