MASTERPIECE – Downton Abbey Season 3 Digital Plans

By Bruce Kohl, Multimedia Senior Producer at WGBH 

[ Updated December 17, 2012 ]

To help your station promote Downton Abbey Season 3 online, WGBH and the MASTERPIECE team will be creating the following digital assets.  We trust these assets will help engage your audiences online and drive tune-in for the highly anticipated new season of Downton Abbey.

Short-Form Video – Knowing that short-form video offers stations great utility, an ongoing schedule for new Downton Abbey Season 3 video releases (including interview and promotional clips) has been created, and will be updated throughout the season. Stations can access this Google doc. Short-form video updates will also be provided by WGBH Station Relations. [Due to rights restrictions, all MASTERPIECE video is viewable only in the United States.] [Timeline: Before/during/after premiere]

Downton Abbey Online Quizzes  -- MASTERPIECE will be offering stations embeddable quizzes to help promote Downton Abbey, Season 3. These quizzes may not be altered in any way, but may be embedded directly on your station’s site.  More information will be forthcoming from WGBH Station Relations. [Timeline: Station version target date 1/11/13]

Downton Abbey Cast Chats – Depending on cast availability during the Season 3 broadcast window, MASTERPIECE will be hosting live chats following the national broadcast (typically on select Mondays, but days/times may vary). These chats will use the PBS-endorsed CoveritLive tool, and the embed code for each chat, as well as promotional language and graphics, will be available for your station to use locally. [Timeline: Post-premiere; dates TBD]

Characters Hub – MASTERPIECE is creating an extensive characters hub on the series website. This feature will offer character and actor bios, videos, on-set and behind-the-scenes images, and more. Stations will receive URLs from the national site for each character/actor, that you can be use on your station’s site to promote the series. [Timeline: Target date 1/4/13]

As you can see, there is a lot going on in the digital realm for Downton Abbey Season 3. Updates on digital assets will be made available through WGBH Station Relations and on PBS Connect in the Downton Abbey section.


Coming Soon: Keep a watch for information coming soon on the MASTERPIECE Classic 2013 Sweepstakes and how it will benefit your station. The grand prize winner will enjoy a 5-day, 4-night trip to Britain for two adults, including VIP tours of Highclere and Kensington Castles, as well as a behind-the-scenes tour of Selfridges department store (the real-life inspiration for Mr. Selfridge, starring Jeremy Piven and coming to MASTERPIECE in March 2013).