The Stage

ITV to expand characters’ storylines online

Published Thursday 9 February 2012 at 16:15 by Matthew Hemley

ITV is to expand on the storylines of characters in Emmerdale, by creating content that can only be accessed online.

The broadcaster said it had partnered with production company Somethin’ Else to extend “authentic storylines beyond the television screen and into the digital universe”.

Emmerdale series producer Stuart Blackburn said viewers will get a more “interactive experience” though the project, including “discovering what characters think about each other by following their private messages” or watching “unseen footage filmed on their mobile phones”.

He added: “Our rapidly developing online initiative will bring new ways of telling stories.”