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New BBC talent series becomes social media hit before broadcasting starts

BBC One’s hot new entertainment property, The Voice, has benefitted from the corporation’s success in creating an online buzz around the singing talent show; even though there are still weeks before the new series begins transmission.

The new show, in which aspiring singers are mentored by top music acts, Tom Jones, Jessie J, will.i.am, and Danny O’Donoghue; and with which the BBC is said to be hoping to break the hold enjoyed over TV audiences by the ITV singing contest, The X Factor; has benefitted from extensive investment in social media activity by the show’s production company, Wall to Wall.

15,000 Twitter members alone are already following @BBCTheVoiceUK; and Facebook users have also been heavily targeted.

Online activity will also be promoted via the BBC’s own website, BBC.co.uk/thevoiceUK.

It is intended that once the series begins, the social media momentum will continue, with viewers being able to comment on the show in real time, and view additional material including news, blogs, and extra video footage via Facebook and Twitter pages.

Wall to Wall’s multiplatform producer, Kate Hebden, explained that additional impetus in driving cross-platform engagement between the TV show and its social media pages, would come from the star quality of the show’s mentors; enabling The Voice to capitalise on both ‘the coaches’ existing fan bases and the show’s audience.

‘This is the first time talent has been at the heart of one of the BBC’s online propositions’, she said.

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