The spinoff from the hit Dr. Who series is engaging with Torchwood fans
through an intricate and mysterious set of websites where  fans are encouraged
to interact with characters from the show to help solve weekly missions.   
Reuters Technology Correspondent Matt Cowan visits Cardiff to talk to the
people behind the show and the game to learn whether this multi-platform
entertainment experience seems like a realistic model for the future of
converged media.


Acting on a series of intriguing reports about something out of the
ordinary taking place in Cardiff. 

Reuters TV is venturing to the Welsh capital to investigate.  The
phenomenon that's causing a stir is something called an ARG where ordinary
people are being asked to perform missions in tandem with a cast of characters
known as Torchwood.
Sophie Fante, Producer, Torchwood saying:
"This is where Torchwood keep their vault and it's where they keep
their aliens."

And if that sounds strange, just listen to the latest mission.

Mat Fidell, Senior Producer, BBC Wales New Media saying:
"We know there's an alien invasion happening.  We know it's
happening at a molecular level and people are being injected with alien DNA
and that at some point the streets of Cardiff will be shrouded in blood with
all these aliens transforming overnight and taking over the world, but there's
a trigger for this signal."
.  
Of course, Torchwood and this Alternate Reality Game, or ARG, are the stuff
of science fiction. 
Throughout it all, new media senior producer Mat Fidell worked closely with
Sophie Fante from the TV side of the production

Sophie Fante, Producer, Torchwood saying:
"We all in today's television media landscape, whatever, we all
know that multi-platform is the way it's going.  It's what all the
broadcasters want and it's great when a commissioner puts money into an
exciting, innovative, extra experience.  It all goes to help build the brand
of the show."

Clues to the various missions are contained on the site, but some of this
ARG takes place on the wider internet.  For instance, Fidell's team has
created a site for a fictional biotech company, a dating site and a Cardiff
call in show.

Mat Fidell, Senior Producer, BBC Wales New Media saying:
"I think we are progressing to a point where we are making a new
kind of entertainment experience for people online.  It's probably early days.
 We've still got to figure out how we do things like integrate with the TV
show when the TV show was shot back in May."

Sophie Fante, Producer, Torchwood saying:
"You have to factor in the multi-platform element as early as you
possibly can and the earlier you do that in the planning of the program, the
more effective and easier it will be."

A realistic model for the future of multi-platform entertainment, or simply
another multimedia fad - the fans of this cult show may well have a say on
which view ultimately wins out within the British TV industry.
Matt Cowan, Reuters