We’ve done a number of (award-winning, if we do say so ourselves) projects with CBC. They’re a great group to work with, because we get to do a lot of creative documentary work (like the photography in How Was School Today), content presentation (The Colour of Our Skin) and cross-platform imaginative stuff (like One Ocean).

So how can interactive folks get to work with awesome clients like CBC? We talked to Toronto-based Online Producer Annette Bradford at the CBC Documentary Unit (our One Ocean producer) to find out.

 

Tactica: Hey Annette! So, what does a person in the role of interactive producer at CBC do?

Annette Bradford: We do so many things! At CBC Docs, I’m a unit of one person and have to pitch in with design, programming, writing, troubleshooting, research – almost anything that relates to a website.

My day-to-day activities include running the Doc Zone, Passionate Eye and Nature of Things websites and the docs social media outlets (Facebook, Twitter, newsletters).  I am in touch with the producer of nearly every film we air to discuss what our online approach will be. Sometimes it’s purely promotional, but other times we add more ‘need to know’ information that would interest a viewer after broadcast.  Things like backgrounders, fact sheets, additional interviews, quizzes etc.

As well, when funds are available we commission online interactives such as One Ocean, We Will Remember Them & Love, Hate and Propaganda. These projects are more extensive online companions and are great opportunity to learn new things and take creative risks.

T: What percentage of your projects are totally internal & what % do you do with outside agencies? What particular talents (skill sets) do you find you like to outsource?

AB: Most of our work is internal, although we try to work on 2-3 special interactives per season.  Most of these are done with outside providers.  We’re always looking for creative ideas and approaches, great design and absolute rock solid technical competence. And knowing your way around CBC.ca‘s infrastructure is a great plus!

T: How can interactive agencies  work best with CBC? What have you learned that would help future co-projects go smoothly?

AB: Interactive agencies need to understand that CBC.ca is a huge and very complicated site.  There are lots of check and balances and security measures to make sure the content is stable and reliable.  It’s best to get a big head start (take the amount of time you were thinking, then double it) just to get access and technical issues sorted out.  Our tech specs are very fluid and changing all the time. There needs to be frequent communication with the producer inside at every step of the process (wireframes, design, development) because we really have done it before and can flag issues before they become a huge problem. Delivering an interactive project is much more complicated than delivering a TV show!

T: How can agencies interested in cross-platform projects get noticed by CBC? What draws you to agency & what are you looking for?

AB: Every few years we have a process by which we select a set of agencies to work with.  The idea is that if we have an established working relationship with a group of vendors, working through the process issues gets easier over time.  Any agency is welcome to apply and is vetted by a team at CBC to assess their suitability. We have bilingual shops, big shops, little shops on our current list.  Ones that specialize in flash, gaming, mobile applications and design because we have a really broad set of needs.

But even if you’re not on the list, working with CBC is still an option.  Often the outside broadcast partner is key in selecting an online agency and sometimes the particular project we’re developing requires a set of skills not available on our list of preferred vendors.

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