Hollyoaks, an soap opera inexplicably set in Chester and much loved by students, is branching out into mobile applications and content.
First up, Mersey TV are inviting would-be television actors to send in their photographs via mobile media messaging. This new “On The Pull” initiative is an update to a 2000 initiative that resulted in four members of the public landing major roles in the show.
Hopefuls can register via SMS or on the On the Pull Website – and there is already a gallery of submitted photographs to be laughed at, so get over there.
Secondly, Mersey TV and Opera Telecom are expanding the Hollyoaks story line into new media, hoping to capitalise on the tendency for the show’s 16 – 24 year old audience to have the latest mobile phones. Hollyoaks will see a MMS spin-off later this year, followed by a full mobile video version.
On the Pull is a revenue stream for Mersey TV, as sending a photo from a mobile phone costs an additional UK£0.50 (€0.75) on top of network charges. The MMS Hollyoaks spin-off will undoubtedly be premium content too – showing that production houses have grasped the financial incentives for taking content to new platforms.