Stephen Armstrong’s article highlights emotional charged teen drama Skins as a successful example. He states that in these times of hardship the need to create successful media brands that deliver more than one programme, spur numerous spins offs across the multi-media landscape has never been more acute. Despite a complete change in cast and writers audience loyalty has remained, viewer contribute to stories, costumes, download the unsigned soundtrack, upload their tunes and even write scripts that are then filmed as webisodes. The shows co-creator Brian Elsley puts this ongoing channel neutral success down to staying close to their audience, being careful when selecting storylines and never letting their audience feel that they are alone.

We tend to be OK stretching our brands across media – admittedly in a less competitive world that entertainment. But this all sounded relevant to our world, especially when we are planning franchise offerings, extensions and channel planning.

PS – thanks to Ian for the headline his best to date