Mobile drama: First interactive tv show for mobile phones

London – Television just got more interactive, with the launch of a new tv drama called Thmbnls created exclusively for mobile phones. The shows, which will be broadcast on mobile networks, will allow viewers to use text messaging to send in their opinions, ultimately shaping the course of the plot throughout the series.

‘Viewers can personally interact with the characters and the issues they’re facing in a way that’s not been achieved before now,’ explains Peter Riley, Creative Director of 20:20, the agency behind the idea. ‘This is taking mobile broadcasting to a whole new level.’

We may associate a highly connected world with an always-on work ethic – as outlined in the Bleisure trend – but for the New Millennial generation, these tools provide a resource for everyday entertainment.

For a full run-down on the New Millennial generation, and how they are purchasing, behaving and shaping brands, look out for our forthcoming market report.