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individually in full screen, all four simultaneously in quad view or in a bespoke thumbnail player. The next level of this innovation was the way in which the fourth, “backstage camera” was made available to viewers. Those watching the first three streams online were encouraged to share the link with their friends via social media, so that when the page reached ten thousand views, the fourth camera was then universally viewable. This “unlocking” of the fourth stream allowed viewers at home to virtually rub shoulders with the models backstage as they prepared for the catwalk. This innovation represents the not only the forward thinking of the Ted Baker digital marketing team but the capabilities of the 3xScreen team. The benefit of broadcasting the coverage on the Ted Baker Blog and website is the scope it gave the in-house digital marketing team to leverage social media interaction surrounding the live show. As the live streaming industry matures and inches closer to the mainstream, brands and viewers alike are expecting TV standard productions with all the scope to connect, comment interact and share with the wider audience that online publishing facilitates. Watch promo video and visit 3xScreen website here – www.3xscreen.co.uk/ted-baker-aw14- quadstream/ Follow on Twitter @3xScreen