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ITV aims to make Emmerdale a 'multi-platform brand' by taking storylines and characters online

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By The Drum Team, Editorial

February 9, 2012 | 1 min read

ITV is planning to take Emmerdale into the digital world by continuing major storylines on the web.

The broadcaster has teamed up with content agency Somethin Else to bring the soap's characters and storylines to life online.

The project is currently in a user testing phase in order to launch later in the year.

Stuart Blackburn, series producer for Emmerdale, said: "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.”

Ben Freeman, ITV's head of soap and drama, added: "We aim to transform the franchise into a multi-platform brand, and hope that digital activity will become a key element to the Emmerdale franchise.”

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