Masterclassing Connect

The Sugababes for Real

David Murphy

SbabesThis Friday sees the launch of a new broadcast concept, when Endemol UK  and Island Records Group  launch Get Close To Sugababes, which the companies claim is the first interactive reality TV show to ever be made exclusively for and broadcast on mobile handsets.
The programme will be available exclusively to O2 subscribers in the UK for six weeks. They will be able to access behind-the-scenes footage of the girls, including footage shot by the girls themselves, captured on a Nokia N90 handset. 
The programme will include a quiz and an Over to You section, featuring video challenges and suggestions posted by the fans. These will be watched by the Sugababes, and the girls will act on the suggestions of a select few. For the first time, the companies say, fans will be able to influence the actions of the girls.
Commenting on the programme, The Sugababes, apparently speaking as one, say:
Our fans are fantastic, and this gives us a special way of talking to them and hearing what they think. We have our phones with us the whole time, so it means youll see what we really get up to, and were thrilled to be the first band to do this.
O2 UK Marketing Director Russ Shaw adds:
We always strive to provide our customers with exclusive content as well as pushing the boundaries of mobile technology. The key to the future success of mobile music services will be the creation of communities on mobile by letting fans interact with live music and their favourite artists. Indeed, this partnership with Endemol and Island Records Group not only allows us to offer O2 customers the first ever downloadable TV show created specifically for mobile, but also provides incredible interaction with our customers, who will be able to actually get involved with the programme.
For those unfamiliar with their work, the Sugababes are the first girl band to have four top 40 hit albums of new songs in over 20 years. They have had three triple-platinum UK albums, and sold over 1.5 million singles in the UK, including 11 Top 10 hits and four number one. The band has also picked up a BRIT award, a Q Award, and two Elle Style Awards.