Santi Forte, Eurotransmedia @ TISP workshop, FICOD 2015

The Eurotransmedia ProjectTake part in concrete actions to change

the EU media landscape

Gathering media clusters to bridge digital

content with emerging technologies

Eurotransmedia project – Grant Agreement n°319964 | www.eurotransmedia.eu


Purpose of this presentation:

• Looking for companies and individuals who want

to help us to shape our activities.

• Looking for interested parties to participate in the

project initiatives.


• The consortium has defined transmedia as follow:

“Transmedia worldbuilding represents a process where elements of a

narration process get dispersed systematically across multiple delivery

channels for the purpose of creating a unified and coordinated

experience.

The user is expected and/or is encouraged to generate content and

interact becoming a contributor to the story.

Ideally, each medium makes it own unique contribution to the unfolding of

the narration process.”

What is transmedia? (to us)


The Eurotransmedia

Consortium


Overall Objectives

• To integrate key EU problematic areas by joining the research

efforts to get rid of the remaining technological barriers that still

hamper user creativity, user content editing interoperability,

portability and new editorial policy

• To adapt a new value chain to the new economy where the user is

both a consumer and a producer, and where practices are

nomadic and ubiquitous.

• To defragment research through the development of a common

inter-regional research agenda and associated Joint Action Plan

integrating regional specialisation and bringing together

experiences of 6 key European research-driven clusters.


• Main Eurotransmedia outputs

• Mapping of actual situation in Europe

• European Vision Document

• European Strategic Research Agenda: bottlenecks and opportunities

(artistic, tech, business)

• Joint Action Plan (JAP)

• Initiation and Funding of collaborative projects (launch of a common call for

proposals) Funding of research work Implementation of a match-making

platform

• VD & SRA available on demand and downloadable on:

www.eurotransmedia.eu

http://www.eurotransmedia.eu/


Conclusions, compiled SWOT

STRENGTHS

•The industries are motivated and interested to

benefit from new forms of storytelling and revenues

•There exists some public funding and initiatives

already

•A wide range of competences is available across the

transmedia field

• No common terminology, methodology

or vision

• Consumers’ willingness to pay is low

• Traditional players dominate the field

and are conservative – low innovation

culture

• No sustainable new business models

• Lack of cross-industry collaboration

OPPORTUNITIES

•New distribution channels offer new ways to reach audiences and

to tell stories

•Better take into account the end-user from the conception of the

project

•New revenue streams supplementing public funding ; start-

up/crowdfunding, distribution, licensing, UGC, brand content…

•Strengthening regional strategies

•Cross-industry collaboration and competences•New business models•New markets : tourism, smart city, education•International level

• Multitude of small actors, fragmented

efforts

• European industry’s competitiveness

internationally is weakened

• Dependency on public support

Strengths Weaknesses

Opportunities Threats


Conclusions, regional analysis

More similarities between the regions than differences:

Shared similarities in respondents / regional analysis:

• Respondents are content producers, from film / TV

• Mostly small companies with 10+ experience

• Motivation to work with Transmedia mainly comes from creative /storytelling opportunities and new revenue streams

• Need for competence: User engagement and business development arethe dominant competence needs

• Low degree of entrepreneurship / start-up and innovation culture

Differences:

• Some difference in experience / track record with Transmedia approaches

• Some difference in the focus on different challenges / bottlenecks in

regions

• Public funding available for Transmedia varies in different regions


Analysis:

Transmedia perspectives

The biggest differences in the material is not between

regions, but between industries:

• The self-identifying «Transmedia producers» mostly come from the

film / TV industries and are experienced companies (10+ / 20+ years).

• The competences sought after regarding business development and

user engagement is stronger in other parts of the broad media

industry: game developers, web developers…

• These competences are clearly linked to a culture of innovation and

entrepreneurship


Conclusions

Transmedia challenges &

bottlenecks

• The bottlenecks are mainly organisational,

methodological and structural:

• User engagement

• New business models

• Abilities to measure results and successes

• New roles and demands for new

organisations and competences : Across

the board, there is a great need for a new

kind of producer that embodies a variety of

core competences, marketing, business

development, technological development,

user engagement.

• Great need for cross- industry

collaboration and fertilization


Conclusions

Transmedia challenges & bottleneck : From SWOT to SOAR (aspiration and

results), where are the main opportunities ?

Financing and business models

• Initiate discussions on new KPIs measuring Transmedia efficiency in user engagement

and ROI ; adoption of innovative models from other industries (video games…)

• Activities to attract and educate investors in media industries, dialogue with public funds

to facilitate new forms of pilot projects

Cross-industry collaboration

• Network activities and matchmaking

• New courses / complementary training on cross-industry competence

• Interest for open-innovation infrastructures and platforms to create new

products/services, opportunities for test and prototyping

Technology

Opportunities arising from immersive technologies, data analysis, IoT...


• Provide a vision of the main changes influencing

transmedia production & consumption in the near

future (2030)

• It defines our stakeholders’ idea of the future state of

the transmedia industry.

• Targets

Purpose of the Vision document


• A new audience : Active, interactive, and even part of the

production process.

• Converging Workflows

• A new kind of content maker

• The new rules of creation

• Non-media transmedia

Global Vision


Audience & User Engagement

• Audience : At the heart of the creating process

• Increasingly demanding

• Influences technological, artistic and business models choices

• The audience’s new roles

• The Main factor of success of transmedia projects : User Engagement

• Spreadability and Drillability of Content : Create an ecoystem around

a storyworld

A new paradigm


• New customers expectations

• New interfaces/ways of accessing the content

• Layered Reality : Digital Skin, Technology

Miniaturisation & Wearable Computing

• The internet of things

• How to use theses new interfaces to improve the

storytelling experience ?

• Preserving the experience continuum

Vision : Artistic Aspects


• Vision : Overcoming the technological challenges

• Technology is mostly available but some challenges

remain :

• Data Formats Interoperability (free circulation of content)

• Open Ended Platforms (devices obsolescence)

• User tracking & privacy concerns

Vision Document Vision : Technological Aspects


• Two main business categories :

• Production centred on content and IP Rights monetization

• Promotion, marketing, and other awareness raising campaigns for

brands or events

• Main & future business models, partly inspired from video games

• Free as a business model

• Data-Driven / F2P

• Streamed media

• Revenue Share

• Subscription models

• Crowdsourcing

Vision : Business & Financing


• Key elements of the transmedia economy

• Connectivity providers

• Platform/format holders

• Payment system and transaction methodes

• IP & Legislation

• Audience measurement

• User Generated Content

Vision : Business Financing


Report on funding opportunities and sources

• Local level

• National level

• European level

Main financing needs

a) Technical & scientific development

b) Content design and development

c) Business models

d) Training

e) Networking

Outcomes: Funding report


Report on future transmedia business models

opportunities

• Compilation of regional level of existing and possible

business models.

• Study how those business models could be enriched

though inter-regional cooperation.

• Study of feasibility of inter-regional adaptation

Outcomes: business models report

Current activities


How we want to help?

• Starting research and coordination activities to provide a

competitive advantage to European companies

How we proceeded?

• Looking for needs from the practitioners. Prioritize them.

• Promoting actions with third parties.

• Performing activities by ourselves.


Call for proposals for interregional R&D projects

Call topics:

1. Interoperability and scalability of formats and adaptation of quality

2. Tools for professional an user generated content semantic analysis

3. Innovative experiential technologies

4. Personal management of privacy of personal data

5. Content securisation and asset management indexation based on

semantics adapted to transmedia contents

6. IP protection technologies adapted to transmedia distribution

7. Transmedia adapted audience measurement technologies

Current activities


Internationalization activities

• Business level, through new direct business opportunities

for European technologies and content

• Agenda level through the launch of new research

cooperation topics in the framework of the International

Action Plan.

Currently, contacts with Canada, India and Brazil, but it is still open to

other countries

Current activities


Mentoring activities to improve regional aspects of the

financing, production and distribution of Transmedia

initiatives

• Close collaboration of Estonian Digital Center and Media

Evolution in order to exchange best practices

• Methodologies out of this mentoring plan will be compiled

and made available to other regions

Current activities


Setting up an inter-regional call for transmedia R&D projects

Call topics:

1. Interoperability and scalability of formats and adaptation of quality

2. Tools for professional an user generated content semantic analysis

3. Innovative experiential technologies

4. Personal management of privacy of personal data

5. Content securisation and asset management indexation based on

semantics adapted to transmedia contents

6. IP protection technologies adapted to transmedia distribution

7. Transmedia adapted audience measurement technologies

Joint action plans


One of the main implementation activities of the project are the Joint

Action Plans

JAP are shared interests and project ideas by Eurotransmedia

partners that also look for external partners to be implemented

successfully.

After discussion and research within partner associated companies

and related stakeholders the project identified 10 JAP

The Actions are currently in viability evaluation, partnership

configuration and initial funding process


• Create a hub platform to provide IT solutions for Transmedia production

• Transmedia challenges

• Transmedia in European Culture

• Observatory of transmedia best practices

• Proposing a European harmonized audience measurement

methodology for transmedia contents

• European Master in Transmedia

• Creation of a convergent fund to support transmedia creation

• Research about innovative business models

• Equity crowdfunding regulations on EU level

• Facilitation of Transmedia experiments and their dissemination in

other sectors than the media industry

Shared interests and projectideas by Eurotransmedia


Joint Action #1

Create an API intermediation platform for the audiovisual industry

Create a hub platform to provide IT solutions for Transmedia production

Provide online access to tools facilitating the creation, production, and distribution/broadcasting of new media formats

The proposal is to create a web services and applications platform designed to improve collaboration between the different audiovisual industries, and facilitate the writing, production and publishing of new formats (multi-screen, transmedia, crossmedia).

Leaded by Pôle Média Grand Paris


is an api marketplace enabling synergy between the skills of traditional producers and the new possibilities offered by new digital medias


Joint Action #2

Transmedia Challenges

Engaging digital transformation via transmedia solutions

A Transmedia Challenge consists in bringing together a pool of transmedia SMEs/startups and a large corporation undergoing its digital transformation. The group can be a digital corporation, a public institution or even an entity outside the media sector (museums, cinemas etc.) looking to apply transmedia to its products/services to boost growth and competitiveness. The objective is to find new solutions to meet companies’ needs in terms of innovation, process, business models thanks to transmedia.

Leaded by Cap Digital




Joint Action #3

Transmedia in European culture

Raise European awareness about relationship among transmedia and

culture

To set up a cooperation and discussion platform to provide the opportunity for share thought and foster collaboration about transmedia and European culture with experts and practitioners.

Leaded by Eurecat




Joint Action #4

Observatory on Transmedia Best Practices

Implement communication tools and opportunities, online and face to face,

to disseminate best practices and innovative ideas about Transmedia

Facilitate access to state-of-the art knowledge, highlight the most promising experimentations around new business models based on the most promising technologies, with the aim to open the way to the design of innovative business models. Sharing of best practices is meant to give inspiration and remove barriers to creation or any introversion disruptive innovations may trigger.

Leaded by Cap Digital




Joint Action #5

Proposing measure audience methodologies

Gather key actors in the European transmedia sector, propose a measuring

audience methodology, and reach an agreement on a common set of

audience measurement requirements.

With another complexity level introduced with transmedia stories, audience measurement is clearly not efficient enough.

Leaded by TWIST




Joint Action #6

European Master in Transmedia

Implementation of a transmedia master at a European level

The transmedia creation on content will have a huge impact on the creative human resources as they will have to reinvent the way they are working. From a lonely creation, which is generally the rule in Europe, they will likely have to turn towards a team creation in order to face all the characteristics of the transmedia creation.

Leaded by TWIST




Joint Action #7

Create a convergent fund to support transmedia creation

Support innovation in the creative industries

The dichotomy between technical people and creative people makes less and less sense in a digital age. This is why this fund will be dedicated to companies bridging the gap between content and technology.

Leaded by Pôle Média Grand Paris and TWIST




Joint Action #8

Research about innovative business models

Business model, value chain, in the Transmedia approach

Digital business models are getting inherently complex. Adding the component of TM content is adding to the complexity: to figure out witch standards agreements that are put in use, to look and licensing agreements and to investigate opportunities for expansion of concurrent business models.

Leaded by Media Evolution




Joint Action #9

Crowd financing regulations for transmedia businesses

Crowd equity financing and crowd lending to transmedia startups; national

end EU-level regulations and their harmonization

Crowdfinancing platforms are a rapidly growing global trend that help startups and early-stage companies raise money for growth. Unharmonized national and EU-level regulations may become a major obstacle for the viability of startup companies.

Leaded by Estonian Digital Centre




Joint Action #10

Facilitation of Transmedia experiments and their dissemination in other sectors than the media industry

Promotion of transmedia and awareness of the transmedia key factors (as

new business models) towards non-media industry

The marriage between digital sectors and other social, industrial or economical sectorsprovided by the digitalization process should be the best new business opportunity for transmedia content and storytelling by far. Through a series of seminaries, roundtables and workshops, attendees will work with creative processes aimed for non-media sectors, both on public and private side

Leaded by Media Evolution




Purpose of this presentation:

• Looking for companies and individuals who want

to help us to shape our activities.

• Looking for interested parties to participate in the

project initiatives.

Join us !

Questions, comments, more info …

Gathering media clusters to bridge digital

content with emerging technologies


Contact:

Santi Fort

[email protected]

Nadia ECHCHIHAB

[email protected]

www.eurotransmedia.eu

Join our community:

Twitter: @Eurotransmedia

Linkedin: Eurotransmedia

Transmedia Revolution :

Take part in concrete actions

to change the EU media

landscape

mailto:[email protected]

http://www.eurotransmedia.eu/

https://twitter.com/

https://www.linkedin.com/grp/home?gid=7450407

Santi Forte, Eurotransmedia @ TISP workshop, FICOD 2015

Technology

Transcript of Santi Forte, Eurotransmedia @ TISP workshop, FICOD 2015