Multi-platform / Web Content
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Transcript of Multi-platform / Web Content
Multiplatform
A brief History of everything
– Is multi-platform really that new? – examples from Cavemen to Facebook
– Background on the internet / web
Interactive Bit
What is the Internet?
The Internet : 1958
What is the Web?
Who invented the web?
Tim Berners Lee : 1989/1990
What is the social web?
2004
What do we mean by multi-platform content?
– More than just video online or websites to support TV
– What are the Platforms (web, mobile, TV, live, Web 2.0)
Platforms and Narratives
What’s Converging here?
Convergence is a cultural, rather than technological, process. We now live in a world where every story, image, sound, idea, brand and relationship will play itself out across all possible media platforms.
Henry Jenkins, MIT – Convergence Culture
“
”
Is it about Gadgets?
=
Is everything becoming interactive?
• OPEN
• LIMITED
• PASSIVE
• INVOLVED
• 2006
• 2012
• SOURCE:
•CO
NTE
NT
ACCE
SS
• CONSUMER MEDIA CONTROL
• MASSIVE
• PASSIVES
• GADGETIERS
• KOOL KIDS
• GENERATION
• CHASM?
Multiplatform M&L??
1954
2006
The web
What works?
– Case Studies and examples
History of the
world in 100 objects
Dr Who
Britain from Above
Águila Roja (Red Eagle)
1066
Embarrassing Bodies
Castigo Final – (Final Punishment)
World Without Oil
The Big Issue
Landshare
Thumb Wars
Wannabes
Who’s buying it?
– Interviews with the people commissioning MP content
Who is commissioning? (UK)
BBC
Distinctive - make the best of the BBC's strengths
Innovative - push our creative boundaries & exploit the full potential of new media
Focused - deliver the multiplatform strategy
Excellent - inspire audiences, the wider industry and ourselves
Value for money - reach audience levels that will justify the spend
Public service - fit with the BBC's public purposes that will justify the spend
Channel 4
Be an integrated content experience; TV elements are significantly enhanced due to interactive elements and vice versa
Be a genuine first for the channel (e.g. the first time a particular game format has been commissioned), ideally for UK media
Grow the reach and/or impact of a core Channel 4 TV programme and/or genre onto a new platform Be targeted at clearly identified needs of a core Channel 4 audience
If unrelated directly to a television programme or series, be audio-visual (in this context, audio-visual content means video, animation and/or game footage), and directly related to existing or potential talent and/or formats.
Who else?
Who’s making it?
– The digital agencies– The individuals– The roles
The agencies
The individuals
TIM WRIGHT
DAN HON ADRIAN HON
JANE McGONIGAL
The team
The RolesWeb Builder(Front End)
Programmer (Back End)
Flash Designer
Producer / Project Manager
DesignerContent Manager
Multiplatform Structure
Executive Producer
(Showrunner)
TV Producer
Filming Crew Writers Edit
Digital Producer/ Project Manager
Coders Editorial Design
How do you make it?
– Production process– Timelines
Content vs CostProducers (5%)
Players (20%)
Passives (75%)
Deep content (5%)
Media (75%)
Gaming Content (20%)
How do you sell it?
– Pitching for Multi-platform work– Using the web to make your case
Pitching
Social tv
Using the web
Awra Amba : Using the web
Kill your babies
Who owns the customer?
– Relationships, Partnerships, Ownership– Legals and contracts
Chain of Contracts #1
Broadcaster
TV Producer Digital Agency
Chain of Contracts #2
Broadcaster
TV Producer Digital Agency
Vehicle
Chain of Contracts #3
Broadcaster
TV Producer
Digital Agency
Chain of Contracts #4
Broadcaster
Digital Producer
The Contracts