Writing for Multiplatform

How does script writing for an online project differ from writing for television?

From 2001 to 2007 I managed an animation studio that developed content for television.  I scripted all of my own films and created original ideas that fulfilled the commissioning briefs of TV networks.
'72a' (right) was developed for ITV in 2001 and it was designed to explore the brief, 'What is Space?.'
Apart from fulfilling this brief and producing something that was entertaining, my film did not need to meet any other requirements.

I have now moved away from developing films for television and moved into the development of online content.  I design animated shows that are launched within websites that provide a service to particular user groups.  This requires me to have a detailed understanding of how to best serve those target audiences.  If I develop an animated show that is built into an educational website that teaches mathematics to 4-7 year olds, it is essential for me to first team up with an organisation who can provide me with a solid understanding of how this age group learns and processes information, whereas TV networks already have a good understanding of this through their own market research and project development.

 

My current projects all required consultancy with external organisations who were able to ensure that their own aims and objectives were built into my scripts.

Team Alpha is an animated show that will be launched within a website that provides young users with information about local sports events and facilities.  When scripting the show, I worked with staff at UK Athletics to ensure that it agreed with government targets for encouraging young people to participate in sport.  The individuals I worked with loved the script and saw the show's potential for encouraging children into sports, but they also stated that I had failed to represent or promote para-olympians.

There feedback resulted in the creation of the character Tony (left) who will promote the para-olympics and encourage disabled children to participate in sport.

For the Seedlings project I collaborated with Education 4 Conservation.  E4C highlighted that rather than creating awareness of negative environmental issues (such as deforestation or river pollution) it was much more constructive to focus on the positive issues, and promote the natural environment as a fun place for exploration and adventure.  This advice radically changed the direction of the project and helped to ensure that it was compatible with what children were learning in the classroom.



These organisations are also essential when building the website.  They can provide educational content and help to identify routes to market.