New ABC internet reality drama flies in

David Swan
Tuesday, 20 April 2010 10:03

Your IT - Entertainment

Australian Broadcasting Corporation launched the station's pioneering internet-based reality drama named Project Bluebird.

According to the official website, "Bluebird AR is a new way of experiencing drama as it unfolds in real-time across the internet. You're invited to engage with this drama, either by involving yourself in the events or watching as they unfold - the level of commitment is entirely up to you."

The Australian has reported that the project has cost ABC Innovation approximately $200,000 since last year.

The news agency received a mail called the "rabbit hole" on Thursday. It looked like a security card and read:

"Hi, I need you to look after these for me. Who knows what's going to happen with Bluebird over the next little while... One thing I know is I can't let this bird fly-- I've got to get the word out. K."
Users can go to the official website here (http://www.abc.net.au/innovation/bluebird/), to try and figure things out for themselves.

The drama is expected to attract the 18-39-year-old viewers according to Carolyn MacDonald, head of the company's marketing department.

"Just as Literature, Radio, Television and Cinema offer well established mediums for drama, Online is reaching a level of maturity as a medium to offer its own compelling stories. But with a new language that involves interaction, reactivity and scenario-game play, alongside the more traditional languages of storytelling."