大象传媒

Simon Hancock, editor of 大象传媒 Click, says: "Click has been on air for nearly 20 years, and in that time we've pioneered new ways of telling stories - from 360 video and Virtual Reality to making shows entirely on mobile phones. This is Click's most ambitious experiment yet, and it promises to bring television into the interactive, online era."

The technology that makes this possible is called object-based media, and has been pioneered by 大象传媒 R&D. It allows programme makers to break all the different parts of a programme down into individual elements to create new kinds of interactive TV shows. These objects could be large - like the audio and video used for a scene in a drama - or small, like an individual frame of video, a caption, or someone on screen doing sign language for the show.

By delivering the programme as individual objects, the show can then be built around the viewer - so that they can decide which path they want to follow - or by personalising the version of the show based on the viewer’s preferences or requirements. Working with 大象传媒 R&D, the Click team then put these objects together into a branching narrative format, using a tool built by 大象传媒 R&D called StoryFormer, that lets the viewers choose how they how they want to watch.

Matt Brooks, lead engineer for 大象传媒 R&D, says: “We’ve been experimenting with object-based media for some time now, and this Click experiment is our biggest one yet. This special shows the huge amount of potential that branching narratives and interactivity have in TV, and points towards what personalised and localised TV could look like in the future.”

Object-based media could become much more commonplace in a future where TV is made and distributed over the internet. 大象传媒 R&D’s work on object-based media tools will enable producers to create new types of programmes, like this Click special, whilst further simplifying their production.