“Routes is our first ARG, or Alternate Reality Game. It’s ambitious, and we’re going to make something wonderful that captures the imagination of our audience, taking them on a huge treasure hunt via themes like medical ethics, junk science and genetics.
Our educational messages are often covert, and exist within wonderfully entertaining products that engage our audience in their spaces – social networks, games, on the web and on phones. What the British public think of education programming in relation to our public service responsibility is important, but the benefit that young people gain from our commissions is much more valuable. That should be how we measure our successes.”
Jo Roach: Commissioning Editor, Education, Channel 4
