2012/03/28
.
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A Magazine Is an iPad That Does Not Work !
2011YouTubePO
1iPad
http://youtu.be/aXV-yaFmQNk
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http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/
http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/
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..
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..
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Experiential Media
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..
Sorce: (2010) Taiwan Tech
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The Progression of Economic Value
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The Progression of Economic Value
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.
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Second Screen APPs Market
Yahoo: 86% Use Mobile Devices While Watching TV
Yahoo! MobileRazorfish
2,000 ()
38%
38%
70%49%
15%
5
Source: Yahoo! Mobile & Razorfish , 2011/11 (612)
2011/11by Yahoo !
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Yahoo! MobileRazorfish
2,000 ()
94%
60%44%
38%
Yahoo305%
Source: Yahoo! Mobile & Razorfish , 2011/11 (612)
2011/11by Yahoo !
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Social TV
(the
second screen)
2010MIT
10
Social TV Second Screen APP
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1. Touch computing
2. Social gestures
3. NFC and mobile payments
4. Beyond the iPad
5. TV Everywhere
6. Voice control
7. Spatial gestures
8. Second-screen experiences
9. Flexible screens
10. HTML5
CNN Top 10 Trends in 2012
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Second Screen
Second Screen
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Second Screen
video stream clip
video stream clip
APPs
e-Coupon
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APPs
Wio App IntoNow Fanwave
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X
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Facebook
X
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X Second Screen+ Social TV
Fanwave.TV ()
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X Second Screen+ Social TV
Fanwave.TV ()
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Apps on Smart TV
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APPs []
Apps
push App
App
App
App
App
Android 12345 iPhone 54321
54321
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APPs [QR code]
Apps
QR code
App
QR code
App
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Second Screen
~
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Second Screen
~
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Second Screen
~
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Second Screen
~
Apps
/ /
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WebTV
SMART TV
/ /
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WebTV
Apps
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Revenue..
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Global Ad Spend
$500 Billion
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2012f
Global Ad Spend
2004
41.5%
4.3%
6.5%
26.1%
15.4%
6.0%
43.7%
18.6%
5.2%
16.6%
9.8%
5.9%
TV
Internet
Radio
Newspaper
Magazines
Outdoors
Source: GroupM TYNY Summer 2011
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2012f
Global Ad Spend
2004
$16B
$100B
Source: GroupM TYNY Summer 2011
TV
Internet
Radio
Newspaper
Magazines
Outdoors
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AXE_Storytelling AXELynx 2012 AXE Anarchy
campaign WebsiteYoutubeFacebookTwitter
AXE
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_AR AXELynx 2011 2
(AR , Augmented Reality)
_AXE
2011 2 AXE
Television
Television Comics
Television Comics Books
Television Comics Books Webisodes
http://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=L4sIJTdcQk4
Television Comics Books Webisodes
= web + episodes
http://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=L4sIJTdcQk4
Television Comics Books Webisodes Mobile game
http://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=L4sIJTdcQk4
Television Comics Books Webisodes Mobile game Videogame
http://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=L4sIJTdcQk4
Television Comics Books Webisodes Mobile game Videogame Mobisodes
http://www.youtube.com/watch?v=EEIp0qPBbEI&feature=fvwhttp://www.youtube.com/watch?v=P8d5Vqu07Qwhttp://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=P8d5Vqu07Qw
Television Comics Books Webisodes Mobile game Videogame Mobisodes
= mobile+ episodes
http://www.youtube.com/watch?v=EEIp0qPBbEI&feature=fvwhttp://www.youtube.com/watch?v=P8d5Vqu07Qwhttp://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=P8d5Vqu07Qw
Card game
Card game McFarlane Toys
Card game McFarlane Toys Complete kit
Anything else ?
Anything else ?
Yes! User-generated contents! -->
Prosumer ( Producer + Consumer )
Transmedia
Transmedia stories are those which unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole. -Henry Jenkins, Father of Transmedia, Director of the MIT Comparative Studies Program
"There are short stories and multi-volume epics; transmedia narrative is a way of conveying messages, themes, and stories -- a tool or methodology if you will. We try to distinguish transmedia narrative implementation from standard terminology such as advertising campaigns, although the two can co-exist or overlap." - Jeff Gomez, Transmedia Pioneer, CEO of Starlight Runner Entertainment
Transmedia Storytelling and Narrative
What is Transmedia ?
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- 86 -
What is Transmedia ?
What is Transmedia ?
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Transmedia
- 89 -
Transmedia
- 90 -
Transmedia
TRANSMEDIA
- 91 -
Transmedia
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Transmedia
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Transmedia
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Transmedia Storytelling
Story
Experience Audience
Platforms Business
Model
Execution
Transmedia Project Development
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Content = Digital Bait
Content = Digital Bait
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Content as a Service
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Content as a Service
Franchise Productions
Short-story Media
Constellation
Alternated Reality
Publishing
Personnalization
Interactive services
Community extensions
Informative
Participative
Orchestration of Media
Platform & Comm
service
Informative
Participative
Use daily-used
publishing asset
to mimic reality
Use snacking-
media channels
Major productions +
Legacy of cross-media
(including official website)
Federate & value
the community
Tuning medias +
individual story paths Call2Act & gain the
right to access
stories
Content as a Service, Service as a Content
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http://icones.pro/en/search-site-png-image.htmlhttp://icones.pro/go.php?http://icdn.pro/images/fr/g/n/gnome-mail-nouvelles-actions--icone-6940-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/t/e/telephone-icone-6753-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/g/n/gnome-mail-nouvelles-actions--icone-6940-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/t/e/telephone-icone-6753-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/g/n/gnome-mail-nouvelles-actions--icone-6940-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/t/e/telephone-icone-6753-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/g/n/gnome-mail-nouvelles-actions--icone-6940-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/t/e/telephone-icone-6753-48.pnghttp://icones.pro/e