Smartest Cars Video Project to bring ADAS closer to the consumer

Creation date: 20 May 2008

The European Commission’s i2010 Intelligent Car Initiative has stated the need for increased public awareness of today’s Advanced Driver Assistance Systems (ADAS) such as forward collision warning, night vision, and lane departure warning.

The i2010 communication specifically calls for mass-media documentary programs as a key part of the Commission’s strategy.

Under the First Call within the 7th Framework Programme, the European Commission Information Society Directorate has funded H3B Media to create a first-rate television program on crash-avoiding vehicles targeted at this goal of raising awareness. The program – with the working title of “Thinking Cars” will be engaging, entertaining and educational for the everyday TV viewer. It is intended to be shown on the major television channels throughout Europe, and potentially North America and other markets as well.  Ideally, viewers watching the TV program will be motivated to ask for active safety equipment on their next vehicle purchase, thus increasing safety for all road users. 

A key initial action for Thinking Cars is to consult with key players in the vehicle industry to gain input as to possible approaches to the video documentary. To this end, H3B Media has established an Industry Advisory Council (IAC) consisting of automotive manufacturers, suppliers, road authorities, and user groups, plus additional key stakeholders such as eSafetyAware.

The Thinking Cars creative team is currently assessing potential filming sites and developing the storyline for the program.  The proposed program concept and approach will be presented to the IAC in summer 2008 for feedback.  Filming is planned for September – December 2008, with an extensive post-production (editing) phase occurring during the first half of 2009.  The program is expected to be ready for airing in fall of 2009.  In parallel with the TV program development, the Thinking Cars team is in discussions with major national broadcasters for airing the program across Europe.  The program will be produced in five languages:  English, French, German, Italian, and Spanish. 

The Thinking Cars team is particularly interested in identifying persons working in the eSafety field who themselves have been involved in a car crash and would be willing to talk about their experience on-camera.  If this is true of you, please contact Richard Bishop, SCVP Executive Producer for Research,  at Richard@H3BMedia.com.