Virgin to air its first web drama across Living channels

by Fiona Ramsay, Media Week 20-Aug-08, 15:45

LONDON - Virgin Media Television has acquired the rights to US web drama series Prom Queen, which will become the first to air across its Living channels.

The web drama series comprises 80 episodes, each 90 seconds long, for serialisation across linear TV, broadband, video-on-demand and mobile.

The series will run for 16 weeks, with each episode premiering daily on livingtv.co.uk and the Living channel.

The livingtv.co.uk site will encourage viewer interaction through character profiles, discussion forums and video content. There will be co-branded creatives around virginmedia.com and the Prom Queen homepage, while Living’s pages on Bebo and Facebook will also carry teasers and promotions for the series.

Virgin Mobile customers will also be able to access the Prom Queen microsite via the Bites WAP portal, where they can view all released episodes, re-versioned into 30-second mobile clips.