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AFI Digital Content Lab 2008: Viewing Party

395 views · Published 27 June 2009 · 4:37 · Indexed 20 September 2026

Channel: American Film Institute · 2009 · Science & Technology

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AFI Digital Content Lab mentors Marc Johnson and  Chris Jacobs give an overview of the ABC branded Grey's Anatomy Viewing Party application prototyped in 2008.

Project Description:
ABC.com proposed an AFI Digital Content Lab project that prototyped a "Viewing Party" scenario that would encourage viewers to watch programming in real time rather than via DVR. This engaging experience would ideally reinforce fan commitment, build a vital community around specific programming, and discourage fast-forwarding through ads. The project focused on the Grey's Anatomy audience, but the concept could be customized for many types of programming. Building on a dynamic chat environment, the prototype allows viewers to form or join parties of viewers who log into personalized online areas branded with show-related graphics and that feature participation by show writers or actors. Fans can log their "moods" and gauge the overall mood of the viewers watching the show. The challenges included creating an online environment that does not compete with the television viewing experience, that is easy to use, and that builds intrigue and momentum. Team members included individuals from ABC.com, United Future (design and strategy), Adobe, and 3jane/Indieclick, as well as mentors Brenna Hajek and former AFI Digital Content Lab director Marcia Zellers.

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