Chileans create the first soap opera on Twitter
The Chilean project seeks to expand this format, so popular in Chile and Latin America, using the microblogging site that already has 105 million users across the world.
Tuesday, April 27, 2010
A new episode is presented every day from Monday to Friday, in which the characters interact via their Twitter accounts
Soap Operas or Telenovalas are one of the
most-recognized formats in Latin American television. These stories full of
passion and feeling have crossed borders and are currently one of the region’s
most successful export products. For example, different Chilean
productions have been broadcast in countries as diverse as Spain and Russia. But a group of Chileans has
managed to take this format to another level by developing the first Twitter
soap opera in the world.
Mil is a
project that the Chilean company Noise Media launched on the popular microblogging
site on 7 April. “We had been considering the idea of developing our own
project related to the use of social networks in a different or revolutionary
way for some time,” explains Rossana Santoni, the company’s chief of projects.
So they chose to do a telenovela, but using
a channel that had not yet been exploited by artistic productions. “We based
ourselves on a platform like Twitter, which allows this sort of experiment and
is flexible enough to push the limits of
the format and connect it with content generation and a soap opera script,” Santoni
says. Twitter currently has 105 million registered
users across the world and 300,000 new
ones join every day, which reflects its tremendous communications
does the first Soap Opera 2.0 work? A new episode is
presented every day from Monday to Friday, in which the characters interact via
their Twitter accounts. To follow all the action, users of the site just have
to look for the hashtag “#cotam,” which posts all of the messages in the
The plot of La Cota Mil revolves around
five former high school classmates who get together again after several years.
“Love, hatred, friendship, envy and resentment are the feelings that move
them and which will lead them to experience what they had left aside for so
long,” the soap opera’s website explains.
affirms that so far Twitter has mainly been used for personal purposes and by
companies seeking a marketing platform. “Individuals and brands use the most
basic applications and do not dare to experiment, or else it does not occur to
them. A lot of brands are on Facebook just to say that they are there,
but they not engage in follow-up or add new features to the platform,” the
The account @lacotamil already has almost 1,000 users following
it every day, commenting their reactions on the same website. “Twitter and
Facebook are two Internet giants hat have a lot of potential. You just have to
have ideas and develop them. You also have to understand the logic of these
websites and play with the formats,” Sanoni affirms.
The company also anticipates other
projects, all of which share the common trait of using the Internet and social
networks as inclusive platforms.