The broadcaster plans to develop storylines for the characters across the web and through social networks, beyond the linear show. For example, the linear stories will be extended to include scripted profiles of the characters and the conversations they have in response to what occurs during the TV show in real time across the web.The broadcaster first outlined Emmerdale as its next multiplatform project last year, following the success of it exclusive online content for Coronation Street around its 50th anniversary (nma.co.uk 12 May 2011).  

There are also plans to develop a mobile offering, although details are yet to be confirmed.

ITV is working with content production house Somethin’ Else on the project, which will launch later this year.

Somethin’ Else’s chief creative officer Paul Bennun said the plan is to “bring the characters online in a way that doesn’t dilute the main storyline”, wherever consumers think that character is likely to have an online presence.

ITV’s head of soap and drama said he hopes to “transform” the franchise into a multiplatform brand, putting digital at the heart of the soap’s creative direction.

Emmerdale’s series producer Stuart Blackburn said, “This will give us a unique opportunity to provide viewers with a more interactive experience. From discovering what characters really think about each other by following their private messages, to seeing unseen footage filmed on their mobile phones, our rapidly developing online initiative will bring new ways of telling stories.”