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Multi-platform Joined-up Production Online Strategy Workshop March 1, 2011

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Online Strategy Workshop at AIDC presentation by Kirsty Hunter and Jennifer Wilson, Session Producer Veronica Sive, AIDC February 2011, Adelaide, Australia

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Page 1: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Online Strategy Workshop

March 1, 2011

Page 2: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Introduction

•Who are we?

•What do we do?

Page 3: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Introduction: Multi-Platform

Traditional broadcast model breaking down, time shifted viewing

Consumers wanting more choice, involvement, interaction

Content across multiple platforms

Embryonic industry

Page 5: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Britain from AboveEmmy Award winning website for BBC. Brief was to redefine the documentary online.www.bbc.co.uk/britainfromabove

America RevealedPBS’ biggest show of 2011. Major website planned; taking Britain from Above and moving it forward focussing on mapping, UGC, data mashups and visualizations. Working closely with PBS Education and local stations.

Educational project in the U.S., spin-off of popular PBS series History Detectives. Creating a social network for high school students to conduct historical investigations. They can blog, post, share their work.http://www.hdlab.us

Examples: Lion Television

Page 6: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Horrible HistoriesWebsite, video and games for CBBC. Multi-episode game with live action on 3-D environments. Collaborating with Littleloud. Since launch in August 2009, 23million+ page viewswww.bbc.co.uk/cbbc/horriblehistories

History DetectivesAdult and children’s website for PBS. Includes UGC Investigations, full length video, original video, Twitter parties around TX, highly-engaged Facebook group.www.pbs.org/historydetectives

Victorian Farm - Christmas SeriesSite accompanying BBC Two series based on mega hit Victorian Farm - includes 25 specially shot films about How to Have a Victoria Christmaswww.bbc.co.uk/victorianchristmas/

Educational project in the U.S., spin-off of popular PBS series History Detectives. Creating a social network for high school students to conduct historical investigations. They can blog, post, share their work.http://www.hdlab.us

Examples: Lion Television

Page 7: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Examples: UK Market

Fish FightCampaign off the back of Channel 4 programmes created by Keo Films. Exceeded targets in Week 1. http://www.fishfight.net/

Embarassing BodiesBAFTA winning website, redefined patient experience, parlayed into major NHS pilot.www.channel4embarrassingillnesses.com/

SexperienceVideo encyclopedia of sexual experience: multiple perspectives of common sex questions. Mint Digital/Cheetah.http://sexperienceuk.channel4.com/

Page 8: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Multiplatform Hits

Page 9: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

What’s new

Page 10: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

What’s new (2)

Page 11: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Golden Rules of Multi-Platform Development

Passion

Nobody knows

Respect technology

Feasible vs Good

What can help you in your life?

Page 12: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Golden Rules of Multi-Platform Development

Map Platforms

Ecosystem

Roadmap

Page 13: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Golden Rules of Multi-Platform Production

Multidisciplinary teamsPhysically locate teams near each otherHave one senior staffer i.e. Series Producer who sits across all platformsShare roles/assets across platforms i.e. Archive producer, aerials, CGI, branding

CommunicationRegular team meetingsBaseCamp or similar project management spaceEmail GroupJoint briefing of third parties i.e. Titles, Graphics, Archive

Page 14: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Example Document

BaseCamp

Page 15: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Golden Rules of Multi-Platform Production

Teaming agreementsBe clear on relationships i.e. sub-contractor or partnerTeaming agreements from outset clarify budget, responsibilities etc

Relationship with client/broadcaster/publisher/brandRegular project meetings with all stakeholders including Marketing, Publicity, Channel Promotion, Book Publishers. Clarify sign off process i.e. overall executive in charge

Download from:http://www.pact.co.uk/uploads/file_bank/asset_3200.pdf

Page 16: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Golden Rules of Multi-Platform Production

SchedulesNo one platform is more important than the other All deadlines are created equal. Usually web deadlines will come firstProduction managers shared across platforms

DeliverablesCan’t presume online deliverables will be same as TVOften no need for masters just electronic delivery of filesBack up to data DVDDeliver CMS or similar so client can continue to update site after handoverClear for all media in perpetuity for archiveGet buyouts where possible for secondary market distribution e.g. Joost

Page 17: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Example Document

Master Schedule

Page 18: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Example Document

Content Management System

Page 19: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Golden Rules of Multi-Platform Production

WorkflowSpend time at the start of the project planning workflowConsider end deliverablesOperate off EditShare or similarShare projectsTest encodes for client

Asset ManagementShare all assets from research, scheduling and scripts to rushes, logs and archivesUse BaseCamp or central database to store assetsCombine TV/Interactive budgets from outset to benefit from economies of scale

Page 20: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Example Document

TV and Web Project - Post Production Workflow

HD tapes

Editshare / Unity

GFX Music Archive Titles

Offline Offline Offline Offline

Online / Audio MixSorenson Squeeze

Server / CMSTape Masters

Client / Broadcaster

Digitise at 1:1 to avoid unnecessary onlines for web material

Share projects across multiple edit suites

Export, Compress for Web

Conform, Audio Mix, Grade

FTPHD Masters, Clone for Archival

Raw Assets

Central Storage

Asset creation

Asset finalisation

Delivery

Page 21: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Golden Rules of Multi-Platform Production

20:80 Rule20% for launch, 80% updating and amending during beta phaseOpposite to traditional production model

Innovation not DerivationEach new project should move industry forward Evolution of technology, ideas, content creation

RealitiesBrave New WorldExciting but use common sensePartner with industry leaders i.e. gaming companies, digital agencies, technology companiesUse existing tools to enhance project i.e. Flickr, YouTube, Google Maps

Page 22: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Who’s Who: TV and Interactive teams

•Executives (TV, Web)

•Researchers, Producers

•Production Managers, Co-ordinators

•Editors

•Graphics

•DoP, Sound Recordist

•Art Director / Head of Content

•Producers, Writers,

•Project Manager / Co-ordinators

•Video, Technical Developers, Information Architects

•Graphic Designers, Flash Developers

•Moderators, Usability testers

Page 23: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Example Document

Wireframe of page

Page 24: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Example Document

Site map

Page 25: AIDC Multiplatform Presentation

Multi-platformJoined-up Production

Contact

Kirsty Hunter@Kirsty_Hunter (Twitter)

formerly

Head of InteractiveLion TelevisionWeb: www.liontv.co.uk

now

UK Managing Director, The Project FactoryEmail: [email protected]