Trans Media Storytelling
description
Transcript of Trans Media Storytelling
Transmedia*Storytelling*By*Nuno*Bernardo*
!The! concept! of! transmedia! production,! as! both! a! creative! template! and! business!model,! is!by!no!means!a!novel!one.!Cinema!pioneers!began! to!experience!a! cross;media! approach! to! storytelling! 100! years! ago,! but! today’s! audiences! are! in! a!position!to!choose!the!content!they!want,!when!they!want!and!on!the!device!of!their!choice.! In! other! words,! the! expectation! contemporary! audiences! presume! you’ll!meet! is;!any!content,!anywhere.! In!the!context!of!a!shrinking!market!populated!by!increasingly! fragmented! audiences,! transmedia* storytelling! provides! a! viable!alternative!to!the!conventional!TV!and!Film!production!business.!!!To! become! a! part! of! this! digital! revolution,! entertainment! producers!will! need! to!learn! new! skills! in! development,! marketing! and! distribution,! therefore! the!multitude!of!platforms!and! formats!available! to!you!as!a! transmedia!producer!can!be! exhilarating! and! overwhelming.! Throughout! the! initial! phase! of! a! project’s!development,! it’s!nearly!always!prohibitively!expensive!to!create!and!launch!every!transmedial!element!simultaneously.!!!!!!As!a!result!of!this!expense,!the!first!challenge!you’ll!face!is!seeding!capital!to!develop!and! launch! the! initial! elements! of! your! property.! Typically,! these! projects! extend!across!several!platforms!and!most!financiers!will!only!consider!funding!a!project!on!a!platform;by;platform!basis.!Even!though!the!transmedial!approach!is!increasingly!platform! agnostic,! the! commissioning! process! continues! to! be! device! orientated,!therefore! cross;media! producers!must! learn! how! to! best! utilize! a! business!model!specific!to!his!approach.!!!This!is!not!to!say!that!you!need!to!single;handedly!develop!a*transmedial!business!model,!but!you!do!need!to!be!disposed!to!working!within!an! industry!that,!by!and!large,! is! set! up! for! platform;by;platform! funding.! Break! down! your! overall!transmedia! funding!model! into! specific! platforms,! and!when! you! approach! a! film!funder,! only! pitch! the! film! element! of! your! project.! When! you! go! to! a! games!developer!or!broadcaster,!be!sure!that!the!central!part!of!your!pitch!is!your!game!or!series.!!!At! beActive,! we’ve! developed! a! funding! strategy,! which! divides! our! production!model! into! stages! specific! to! platform! so! that! potential! funders!will! know!how! to!respond! to!our!pitch.!We!design! three! to! four!different!pitches! for!every!property!we!produce,!one!for!each!distinct!platform.!Each!pitch!highlights!that!aspect!of!the!overall!project,!which!aligns!with!the!goals!and!expectations!of!a!particular!funder.!Think! of! your! transmedial! plan! as! a! staircase! and! to! ensure! that! you! don’t! loose!focus!during!any!one!of!your!pitches,!break!down!each!element!of!the! ‘big!picture’!into! platform! specific! steps.! That! way! you! can! approach! radio! and! television!broadcasters,!publishers!and!games!companies!with!a!clear!and!focused!pitch.!!!!
If! you! pitch! all! of! the! elements! in! your! plan! simultaneously,! you! imply! that! each!platform!is!equally!important.!As!exciting!as!your!overall!plan!may!be,!pitching!the!‘big!picture’! to!a!broadcaster,!will!probably!succeed!only! in!making!your!potential!backers! uncomfortable.! They’ve! never! produced! anything! to! the! scale! you’re!proposing! and! are! unsure! of! how! to!make! it!work.! ! Rather! than! trying! to! seduce!them!with!the!full!spread!of!your!plan,!organize!your!pitch!so!that! it!synchronizes!with!your!funders’!expectations.!Then!gain!their!trust!by!showing!your!production!credits!within!their!format.!Your!goal!is!to!demonstrate!this!one!element!of!your!‘big!picture’!property!in!the!best!light!that!you!can.!!!Even! though! there! is! no! rigid! framework! for! the! standard! product;for;finance!exchange!in!transmedia,!there!is!industry!precedence!for!transmedial!funding.!Put!simply,! this! business!model! is! geared! to! generate! direct! streams! of! revenue! from!your!advertisers!and!your!audience.!This!is!by!no!means!a!novel!business!strategy;!it!has!been!the!go;to!method!of!traditional!broadcasters!for!years.!!!Keep! in!mind! that! this! strategy! requires! a! long;term! investment! and,! probably,! it!will!not!yield!immediate!cash!returns.!It!will,!however,!ensure!that,!in!the!long!term,!your!projects!will!work!for!you!by!generating!sustained,! independent!profits.!Bear!in!mind! that! the! pioneers! of! cinema!were! trying! to! create! a! new! format! that! few!believed! in.! When! the! form! was! in! its! infancy,! critics! did! not! take! it! seriously.!Cinema!was! considered!a! faddish!offshoot!of! vaudeville,!while! one!hundred!years!later,!producers!are!now!exploring!new!digital!platforms!online.!Like!the!Hollywood!studio! moguls! of! the! twentieth! century,! the! pioneers! of! new! media! have! the!opportunity!to!bring!digital!art!to!the!mainstream.!!Nuno% Bernardo% is% the% founder% and% CEO% of% TV,% film% and% digital% production%company%beActive.% He% is% also% an% Emmy% nominated% writer?producer% and% the% author%of%“The* Producer’s* Guide* to* Transmedia”% and% the% upcoming% “Transmedia* 2.0”%books.%Find%him%on%Twitter%and%Facebook.!!!