Multi-platform Stuff for Digital Producers

digital

Building a world class content sector for the digital age

Mike Dicks• Senior Policy Executive• Digital• 0770 302 0847

• mike@pact.comwww.twitter.com/mikedicks

poacher turned gamekeeper?

producer

broadcaster

What we do

• Member organisation• Represent screen-based production

companies• Free legal and commercial advice• Negotiating fairer rights, better terms• Lobbying government• Support business growth

My role

• Represent digital producers• Deal with digital market issues

multi-platform

digitalinteractive

transmedia

cross-platform

360 degree

multi-media

it’s not so new....

What do we mean by multi-platform content?

Platforms and Narratives

What’s Converging here?

Convergence is a cultural, rather than technological, process. We now live in a world where every story, image, sound, idea, brand and relationship will play itself out across all possible media platforms.

Henry Jenkins, MIT – Convergence Culture

“

”

Is it about Gadgets?

=

Is everything becoming interactive?

• OPEN

• LIMITED

• PASSIVE

• INVOLVED

• 2006

• 2012

• SOURCE:

•CO

NTE

NT

ACCE

SS

• CONSUMER MEDIA CONTROL

• MASSIVE

• PASSIVES

• GADGETIERS

• KOOL KIDS

• GENERATION

• CHASM?

50+ Million users$400k Revenue

80 +Million users$100+ Million revenue

mainstream

Multiplatform M&L??

1954

2006

$17.5 Billion?

Platforms and Narratives

story brand InteractionPromotionextension

distribution

licensing + editorial

What works?(editorial)

Dr Who

Britain from Above

1066

Landshare

Águila Roja (Red Eagle)

Embarrassing Bodies

Castigo Final – (Final Punishment)

The Big Issue

Thumb Wars

Wannabes

Who’s buying it?

Who is commissioning? (UK)

Who else?

Who’s making it?

The agencies

Who owns the customer?

Chain of Contracts #1

Broadcaster

TV Producer Digital Agency

Chain of Contracts #2

Broadcaster

TV Producer Digital Agency

Vehicle

Chain of Contracts #3

Broadcaster

TV Producer

Digital Agency

Chain of Contracts #4

Broadcaster

Digital Producer

The Contracts

plans

define

advice

contracts

rights

deals

Lobbying

BBC

ITV, C4, Others

Government

New broadcasters?

Standards

Training

Business

Intellectual Property

Skillset

Markets

Key markets

Mentors

Standards

Support

Summary

• Advice• Lobbying• Training• Markets• = mature business