MediaBuyerPlanner: British TV is bringing back its interactive TV hit, DubPlate Drama, for a second season, this time inviting users to actually aid producers in developing the storylines and suggesting the dilemmas the characters face in the series, writes Media Life.

To gain the input of its target audience, Dubplate - which follows a girl from the streets as she tries her luck at the music business - has teamed up with Thesite.org, a youth-oriented web portal, where users can respond to different possible storylines.

"When you are writing for this audience you want to keep it as real as possible. The responses will help with the depth and texture as the stories develop," said Sam Conniff, executive producer on Dubplate Drama and co-founder of the marketing agency that developed the show, Livity. Viewer interaction will also garner loyalty, Conniff explains. "If they feel a sense of ownership the result is an increased sense of loyalty to that brand."