anita ondine toolsofthecross-mediatrade_merging+media_oct2010
TRANSCRIPT
Masterclass: Tools of the Cross-Media TradeAnita Ondine
Merging+Media Vancouver, CanadaOctober 28, 2010
Agenda
• Definitions
• Creative frameworks
• New business paradigms
• Copyright / legal advice
• Conclusion
Cross-Media
Multiplatform
Transmedia...Definitions What does it all mean?
web
ARGs
console gamestelevision
telephone
live eventsmobile apps
merchandise
Transmedia
No boundariesNo borders
that exist beyond a single screen
Telling a story... or many stories
Using multiple media platforms & story forms
Definitions
Audience ParticipationDefinitions
For the audience to enter the storyworld
And influence it...
Participate in it...
Creative Frameworks
• Development questions
• Media architecture
• Unified storyworld
• Annotated scripts
• Game mechanics
• Releasing schedule
• Participation pyramid
Development Questions
• What are you creating?
‣ core concept / theme / premise
‣ ideal way to communicate
‣ look & feel
‣ target audience
‣ motivation and rewards
Creative frameworks
mobile apps
web
ARGs
gamestelevision
telephone
live events
merchandise
Media architecture
social media
film
Creative frameworks
mobile apps
web
ARGs
gamestelevision
telephone
live events
merchandise
STORY
social media
film
Unified storyworld
• Different story forms
• Unified by theme/character/context... storyworld
• Connected using hooks
• Designed from page 1 of the screenplay to function as a fully integrated transmedia experience
Annotated Scripts
Game MechanicsCreative Frameworks
Incentives
Rewards
Social Connections
Win a prize
Celebrity Access
Solve a Mystery
Geolocational Awareness
Leader boards
Social Status
Red Herrings
New business paradigms
• Social entertainment
• Content distribution & consumption trends
• Upstream funding
• Downstream funding
Social entertainmentNew business paradigms
Story / Narrative
Social / Community
Game Mechanics / Participation
Passive > Participatory
ubiquity
scarcity
plenitude
television
itv / digital television
dvd
internet
cinema
cabletelevision
mobileapps
games
books
UGC
passive interactive participatory
Scheduled > Asynchronous
digital networked
hard copy
digital / hard copy
television
itv / digital television
dvd
internet
cinema
digital ubiquity
cabletelevision
mobileapps
games
ebooks
scheduledmultiplerepeats asynchronous
iplayer
books
Upstream funding
• Investors / banks
• Taxpayers / government
• Industry / brand sponsorship
• Producers / own pocket
• Users
‣ broadcasters
‣ crowd sourcing
‣ advance purchase
Downstream funding
• Expanded market reach
• Ad revenues
• App sales
• Subscription
• Virtual goods
• ‘Pay per’ models
India
Australia
United Kingdom
China
Canada
Japan USA
South Africa
New business paradigms Geographic reach
Copyright & Legal Advice
• Copyright issues
• Psychology of spend
• Premium prices for premium services
‣ broadcasters
‣ crowd sourcing
‣ advance purchase
Copyright issues
• Multiple copyrights
‣ each story?
‣ each platform?
‣ format rights?
• Bundle of rights
• Chain of title
• You cannot stop people copying a digital file
Psychology of Spend
• Give it away for free
• Make it easy for people to pay
• Premium prices for premium services
‣ speed
‣ quality
‣ exclusivity
‣ experience
Thank you & stay in touch
Twitter: anitaondine Facebook: Anita OndineLinkedin: Anita Ondine SmithE: [email protected]