Shed Media Scotland, part of the Shed Media Group, is a leading creator and distributor of television content. The group produces long-running television brands in drama, factual, documentary, factual entertainment and history.
Shed Media Scotland partnered with CTVC and MTV to deliver an interactive drama, Being Victor, a phenomenally exciting and ambitious project that treads new ground within a digital media space.
The content of the drama, co-funded by CTVC and Creative Scotland Digital IP Fund, was developed to tackle issues that young people deal with every day and give them a forum to stimulate thought, dialogue and debate. In tandem with the online show, a Victor Sage blog was created, combined with a comprehensive social media strategy designed to create and maintain a dynamic, interactive audience.
As well as telling the story, the project operated on several digital platforms using a variety of mediums to engage audiences. These included forum generated discussions set up on Victor's Blog, the MTV site and social media sites such as Twitter and Facebook.
The Business Challenge
Shed Media wanted to incorporate an additional element of "flash quizzes" as part of the online interaction to provoke debate and questions to the young people. The company was looking to collaborate with an academic group that was currently researching trends / social aspects of online / internet privacy to devise the key questions on this aspect for the flash quiz.
Following an introduction by Scottish Enterprise, Interface - The knowledge connection for business supported Shed Media Scotland by facilitating a collaboration with Robert Gordon University, who were currently researching trends and social aspects of online internet privacy. The "flash quiz" titled 'UK Teens' safety awareness online - is it a girl thing?', was devised for Being Victor to form part of the online interaction.
The study, led by Dr Sarah Pedersen of Aberdeen Business School in collaboration with Shed Media Scotland, found that the current focus on cultivating online safety awareness among teenage girls may have resulted in the message that boys' behaviour online does not need safeguards. The study concluded, however, that more male than female respondents reported both being bullied and bullying behaviour online. On a holistic level, the survey revealed that over half of all respondents - both male and female - with social networking profiles had been subjected to some sort of cyber-bullying or online harassment.
- The "flash quiz" met the targets set out by Shed Media in provoking debate and questions in the youth market on the subject of online privacy.
- The academic group had a unique opportunity to gather information and views from young people across the UK.
- The findings have been submitted in the form of an academic article to the journal of Youth Studies.
- The University is planning a further investigation into the subject focusing specifically on UK young adults' use of Facebook
Dr Siobhan Jordan, Director of Interface commented:
"This research has come at a crucial time for the industry and adds an important insight into a growing issue. We worked with Shed Media on scoping up their particular requirements and ascertained the capability and capacity across our academic partners to deliver the project to the tight production timescales required."