While the Internet, broadband and interactive television offer new opportunities for the traditional production community there are already signs that some may fall at the first hurdle, according to Tim Ball. The head of production at Flashback TV feels a psychological shift among programme makers must take place before they attempt to conquer cyberspace. "Producers shouldn't just think in terms of making a linear programme and then at the end say: 'Oh my God, now we'll have to do a web site or something'," he warns. And although the old adage 'content is king' may still apply to new media production, equally important is how that content is delivered into a non-linear environment: what works on TV may not always do so online.
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