Yes, genre definitely plays a part in differentiating strategies. Although we’re focused on factual forms of TV, producers note how this genre produces particular kinds of multiplatform strategy – often based around learning, searching, exploring more around a subject. In contrast, there’s a feeling that drama is very difficult for multiplatform – particularly interactive modes of multiplatform – and I suppose I’m generalising but the sense is that drama multiplatform has failed in much of the UK output. But then, we’re talking to factual producers – so there might be some bias in responses there!

Far and away the most consistent example of success cited is Embarassing Bodies. check it out online or via the iphone app: http://www.channel4embarrassingillnesses.com/