TVNZ Forms Partnership For Digital Extension

July 2008

TVNZ Forms Partnership For Digital Extension Of The Amazing Extraordinary Friends

TVNZ has launched a digital extension of hit local series The Amazing Extraordinary Friends (AEF) in a landmark partnership with NZ On Air and Greenstone Pictures.

Housed on tvnz.co.nz, the AEF website enables fans to interact with the show through exclusive video content, behind the scenes information, games and competitions.

The site has received funding from NZ On Air as part of its new Digital Content Partnership Fund and is produced by TVNZ's online team with content supplied by Greenstone.

TVNZ's Head of Marketing and Emerging Business Jason Paris says that the AEF site is a great example of TVNZ's guiding strategy: "Inspiring New Zealanders on every screen".

"Our strategy is to offer viewers content on multiple platforms and online is obviously an important part of this. Fans of AEF are always online, that's where they get their information and how they communicate with their friends. So online is where we wanted to take the show."

Paris says that partnering with NZ On Air and Greenstone in this venture is a significant step for TVNZ's digital strategy.

"It's great to have NZ On Air's support, recognising that taking content online is an important extension for local production."

NZ On Air's CEO Jane Wrightson says that the AEF partnership is one of the first projects to be confirmed by the agency after the opportunity to fund online content was created by the recent Broadcasting Act amendment.

"The AEF project provided a wonderful opportunity for NZ On Air to move into the digital space in association with an already successful broadcast series. It is also appropriate that as one of our first online projects the target audience is one that easily embraces the opportunities presented by interactive web content".

AEF producer Peter Clews believes that the AEF site is leading the way, reflecting the fact that in the future, television content will be delivered on a range of media.

"Having material online is changing the way that people are viewing and seeking their entertainment material, but the AEF site is not just another viewing platform, it's a creative tool and fans will be part of the process.

"A lot of the material on the site will actually be generated by viewers. We want people to create their own superheroes who may actually end up being in Amazing Extraordinary Friends."

The second series of The Amazing Extraordinary Friends starts on TV2 at 4pm from tomorrow, Saturday 5 July. The production is funded by NZ On Air and TVNZ, and is created by Stephen Campbell and produced by Matt McPhail for Greenstone Pictures.

ENDS

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