One Minute Interview: Ted Evans

Ted Evans: creative director at B.E Studios

We create interactive entertainment content for multiple platforms, including interactive TV, broadband, internet and wireless, focusing on the creation of graphically rich, story- and character-driven episodic adventures. My job is to come up with stories and ideas that make great interactive programmes, then oversee the creative and technical teams through to the final product.

What is the main difference between the new media industry in the UK and the US, where you were before?

Companies in the US are faster at making deals and more willing to take risks by investing in ideas. More deals are struck with a handshake and paperwork comes later. Investors are more willing to take chances on young companies with great ideas but no track record, which leads to more innovation. In the UK, you can spend lifetimes trying to land a tiny project while investors take aeons to assess your business plan. UK businesses are therefore less likely to invest in bad ideas, but may well miss out on some good ones.

What's holding back consumers' acceptance of interactive platforms?

Companies which provide distribution and technology for interactive media need to quit lying to consumers. So far, they have over-promised and under-delivered without fail - witness the rollout of broadband and mobile internet. Also they need to stop trying to turn these platforms into something they're not.

E-commerce on the internet has been a great success, so now people are trying to sell us t-commerce. Television is for entertainment, not shopping - quit trying to go after the quick buck and let's see some innovation!

This article was first published on Media Week