ITV plots online extension for musical drama

by Daniel Farey-Jones, Brand Republic 02-May-08, 08:50

LONDON - ITV Productions is working on a 'Kate Modern'-style social networking element for its forthcoming musical drama 'Britannia High', a British version of the Disney hit 'High School Musical'.

According to Kate Bradshaw, head of online commissioning at ITV, the characters from 'Britannia High' will be brought to life with profiles on social networks such as Bebo and Facebook.

Likely to involve additional content for ITV.com, the digital dimension will build on what ITV's online team has done to support US import 'Gossip Girl'. A deal between ITV and Bebo involved an episode of 'Gossip Girl' being hosted on the social network, and ITV.com commissioned a supporting blog from US gossip columnist Perez Hilton.

'Britannia High', which will air later this year, is a complicated concept turning on a drama series about a group of teenage performing arts students preparing for their end of term showcase.

Before the drama airs, viewers will see a documentary about the making of the series including how the characters were cast and how the musical numbers were written and choreographed.

The director of choreography is 'Strictly Come Dancing' judge Arlene Philips, also executive producer, and Take That singer/songwriter Gary Barlow is leading the team of songwriters composing the original music.

The documentary will be shown in two one-hour instalments before the start of the series, which will consist of eight weekly hour-long episodes and a 90-minute live finale.

'Britannia High' is a co-production between ITV Productions and Globe Productions, the television production arm of Universal Music.

The original idea for the series was devised by Phillips and David Ian, a theatre producer, and the pair are executive producers.

The show was commissioned by Paul Jackson, ITV's director of entertainment and comedy and Michaela Hennessy-Vass, ITV's commissioning editor, comedy.