Hoodlum Wins International Digital Emmy

13 April, 2010 by IF

Press release from Hoodlum

Hoodlum (www.hoodlum.com.au), an Emmy® Award-winning entertainment company based in Australia that specializes in producing high quality stories for multiple platforms, has won the International Digital Emmy® Award in the category of Digital Program: Fiction for Primeval Evolved, a thrilling ten-week online experience that extended the storyline for ITV’s hit television series Primeval in the UK. Primeval Evolved was created for broadcaster ITV by Hoodlum in partnership with Primeval producers Impossible Pictures. The winners were announced this evening by the International Academy of Television Arts & Sciences at MIPTV during a special ceremony hosted by Jason Priestly in Cannes.


“We are elated and surprised by the win and this further validates a real shift in a way that people consider multiplatform projects,” said Hoodlum co-founders Tracey Robertson and Nathan Mayfield. “Primeval Evolved was a true collaboration between all of the parties, ITV, ITV.com, Impossible Pictures and Hoodlum. We hope this win opens up opportunities with other traditional producers to start exploring and unlocking the value of true multiplatform experiences.”

Primeval Evolved extended the stories, world and characters of Primeval season 3 online. The experience allowed audiences to play a role in the unfolding narrative, and gave fans a much closer look at the fabulous creatures of Primeval. The online story was made up of 10 chapters and commenced the week before the premier episode of Primeval season 3 on ITV. Primeval Evolved was designed to engage the audience in meaningful interactive storytelling that was tightly integrated with the on-air story.

In addition, Nathan Mayfield of Hoodlum will be a featured speaker during tomorrow’s MIPTV special panel titled Principles of Transmedia Storytelling, which takes place at the Palais des Festival, Auditorium A, 15.30-17:00.