BBC World News, Emirates present ‘Collaboration Culture’

The new seven-part series travels the globe pairing people together to create one-of-a-kind global cultural collaborations

e4m by Suparnaa Chadha
Updated: Jul 3, 2012 7:45 PM
BBC World News, Emirates present ‘Collaboration Culture’

BBC World News, in association with Emirates, is launching a new seven-part series ‘Collaboration Culture’, which premiered on June 30, 2012. The show is being produced by Zodiak Active and broadcast across TV, online and mobile.

‘Collaboration Culture’ explores the conversations that take place when leading personalities from fashion, dance, music and art are paired together to combine forces on a new, innovative project across Mumbai, Ghana, Trinidad, New York, Dubai, Lima and Tokyo.

Robert Marsh, MD of Zodiak Active, said, “We are delighted that our first commission with BBC World News takes us around the globe, bringing together world-class collaborators from a diverse range of disciplines to create some wonderful new artistic pieces.”

Commenting on the concept, Mary Wilkinson, Senior Commissioning Editor for BBC World News, said, “‘Collaboration Culture’ is an exciting addition to the channel and we are thrilled to have attracted such a talented line-up for this new series. The collaborators featured are all influential, well-travelled and established in their field of work, with close links to their home culture and tradition. We believe their global and local appeal will resonate with the BBC World News audience and I’m personally really looking forward to the art works they’re going to create.”

The target audience for ‘Collaboration Culture’ includes professional, educated and well-travelled viewers. The show airs on weekends and is designed to capture the audience in their ‘down time’.

As part of the marketing strategy for the show, a 30-second TV trailer was created by Zodiak Active, which was aired on the channel in the week leading up to the first transmission and will be aired throughout July as the seven-part season continues. There is also a press campaign in the FT Worldwide edition starting June 28, which will run for five weeks. The series is fully supported by social media on Twitter and Facebook.

Emirates Airlines, who is sponsoring the series, is also promoting it on its on-board magazine, through social media and leveraging the content of the series in a range of activities in conjunction with its online partners.

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