SESAME STREET, CHANNEL 4, BBC / VIRTUAL CONTENT

Broadcasters and content creaters are upping their game to create content that captures viewers' attention, acknowledging the attraction of multiple screens, interactivity and socialising around content.

In the UK, Channel 4 Education has launched SuperMes, an online drama played out by virtual actors. The virtual studio and soundstage created by content design company Somethin' Else, London, is the result of a collaboration with Electronic Arts and uses The Sims 3 as the content platform.

The action will be improvised, based on direction from the production team, interaction over Facebook and detailed background information for the actors, outlining their character's details, ambitions and motivations. The documentary-style content is designed to help teens cope with their new working lives, and the challenges they throw up.

Paul Bennun, chief creative officer at Somethin' Else said: 'This is one of the most exciting projects we have made yet and points to the future of interactive storytelling. It's incredibly moving and funny at times, and a true collaboration between humans and robots.'

Sesame Street is using Qualcomm's augmented reality platform to reinvent characters on screen. The pair has partnered on an augmented reality (AR) project which sees lead characters Bert and Ernie come to life on a smartphone or tablet screen.

Qualcomm's Vuforia AR platform enables kids - no doubt alongside their nostalgic parents - to place the characters in a room and interact with objects, such as a TV, a car or a jukebox.

Demonstrated at consumer technology trade show CES in January, the range also includes the Cookie Monster, a car and a toilet. Bert and Ernie can be seen interacting with each other and a TV in the film above.

There is more information about the prototype playset as well as a film of a child interacting with it on the Sesame Workshop blog. The toys will reportedly be released in time for Christmas 2012.

Meanwhile, Stardoll, the hugely popular social network for teen girls, has partnered with BBC Worldwide, the commercial division of the BBC. Using the social network to promote its popular Strictly Come Dancing show and introduce new revenue streames to the organisation, members will have access to an exclusive 'Strictly' Club where they can purchase virtual items and costumes inspired by the show. Beyond customising the outfits of Stardoll 'Medoll' avatars, users also have the opportunity to build stage sets, judges tables and change lighting.

Interestingly, Chris Seth, EVP and GM at Stardoll, chose to highlight the importance of the offline viewing experience to an online world such as Stardoll. He said: 'We're excited to bring a new dimension of digital entertainment to our members with a full Strictly Come Dancing experience complete with outfits from the show, dance club, and fun activities that link to the actual TV programme. This partnership is a perfect match because our members thrive on real world experiences coming to Stardoll.'