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Media Centre

20 04 2016 - Media release

Screen Australia partners with Twitter on four new Australian TV dramas

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Screen Australia and Twitter are proud to announce a new partnership designed to help Australian TV dramas develop deeper engagement with and between online audiences.

ABC3’s new drama Tomorrow When the War Began, based on John Marsden’s iconic books, is the first of four local TV dramas that will be produced as part of the partnership over the next 12 months.

The initiative will see support provided by Twitter and Screen Australia to the shows’ production teams to develop and produce an innovative campaign through the development of Twitter strategies and activations to build and engage audiences. The aim is to complement existing and traditional methods of marketing and publicity through low-cost, themed social media engagement on Twitter.

The Twitter plans will give TV audiences opportunities to connect with characters and cast, and also reach other viewers through unique content and special real-time, online events. It will encourage social media conversation through exclusive bonus scenes that extend the story and character development, and post-episode Q&As and video chats with the cast and creators to find out how the series was made.

Tony Broderick, Head of TV and News Partnerships at Twitter said: “Australia has always been a leader in Twitter integrations with television (TVxTwitter), especially across genres like sport and current affairs. This new project allows us to create case studies and learnings in new areas such as drama and comedy, which are already some of the most Tweeted genres in markets such as the US and UK.”

Mike Cowap, Investment Manager at Screen Australia said: “At Screen Australia we want makers of film and TV to understand and use all the tools at their fingertips for storytelling and engaging with their audience.  It’s a thrill for us to partner with Twitter – working together on this project has been a great opportunity to look at storytelling and how we connect audiences from one platform to another. We think audiences will have fun connecting with this series in this way. There’s so much to talk about and a lot to share.”

The next three TV dramas under the new Screen Australia and Twitter partnership will be announced soon.

Tomorrow When the War Began premieres on Saturday 23 April at 7.30pm on ABC3.

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