[citation needed] It employed the push model of crossmedia, and was one of the more successful models of an often failed interactive format that included audience input into the script and submitting visual elements as part of a tight weekly production cycle.
Season 1 of Forget the Rules ran on Channel V (Foxtel), Hutchison 3G mobile phones and on the web, and consisted of nine minutes of drama produced every week featuring audience-driven story directions.
Because of the requirement for rapid turnaround, stories were designed to be topical and responsive to genuine audience input, and was limited to an M rating.
Jim Shomos, the creator and executive producer, was cited as saying young audiences need "more story per minute" and emphasised the importance of fast-paced stories with rapid developments, particularly for short form content: We didn’t think when we were starting this out that it was going to be the first – we didn’t even think it was going to be on TV, we weren’t even sure about mobile, but that’s the way it’s all come out.
"[1] He often talked about the complexity of putting the deals together, attracting investment and coming up with the right business models[citation needed] Shomos devised the series format and produced FTR with his partners Paul Baiguerra and Peter Dixon from Catfish Films.