Sky Real Lives has extended etv productions’ latest commission, Fat Pets, Fat Owners, into a three part series with an additional hour long special. The programme will have its own web portal which will launch this week ahead of the first episode’s transmission date of 16th July 2009 at 8:30pm.
The 360 degree elements of the Fat Pets, Fat Owners brand will be designed and built by etv online. The cross-platform editorial, produced by etv productions, will include experts advice and bring the amazing journeys from the show to life.
The Fat Pets, Fat Owners website will feature all the essential clips, behind-the-scenes stories, journals from the contributors and video diaries of their experiences.
etv online will also develop a bespoke application that will allow users to discover how much food their pet should be eating. This application will be accompanied by social networking pages. Users will have the opportunity to sign up for weekly emails containing video clips and useful dieting information.
Adrian Swift, Chief Creative Officer, etv media group, said: “It is now more important than ever for all factual entertainment formats to have a life online and on mobile. Fat Pets, Fat Owners is another great example of how etv has brought its client, in this case Sky, fantastic value by extending this brand to all platforms, using all in-house resources. This digital activity takes the brand beyond the Sky Real Lives platform and broadens its appeal in order to stimulate debate and drive traffic back to the show.”
Barbara Gibbon, Head of Sky Real Lives, said: “Weight issues and pet stories are subjects that are extremely popular on Real Lives so this commission is of great importance to us. Offering our viewers the chance to interact with the series on a number of platforms and to have access to extra content highlights our commitment to providing our viewers with more than just a television programme.”
Fat Pets, Fat Owners will broadcast from 16th July 2009 on Sky Real Lives, channel 243. The show website can be found at http://style.sky.com/Sky_Real_Lives/
