Esodoc multiplatform - 2011 [italy] 1

Mike DicksInsert some stuff about your political incorrectness (but not as bad as Hugh), your geekyness (but not as bad as Thomas) and your propensity to procrastinate - as bad as it gets

Channel 4 1997Produced and ran Channel 4's website (all of it)

Fightbox2000/2001 BBCFirst real multi-platform show for the BBC, Web/TV/Game

Get cooking (bbc)Online cookbook with BBC chefs, searchable database

Breaking the newsOnline, in school, on TV project to teach news skills to 14-19 year olds

WannabesInteractive soap opera for the BBC

Movement : playstationComedy / Music series on the Playstation

Empires childrenSupport piece for Channel 4 allowing viewers to tell their own stories

Owning BeautyA design, retail, drama and book

Colaborative writingPhone, Book and online drama

SubmitA film project, what if you could see all the data?

Crowd funding and new investmentLooking into new ways to fund content production

#bookHopefully soon to be published book about all this stuff, but procrastination and laziness is getting in the way

PactSenior Policy Executive

world class content sector for the digital age

Mike DicksSENIOR POLICY EXECUTIVE+44 770 3020847mike@pact.co.uk

Member organisationOver 340 members

Screen based producersFilm, TV, Digital

Free legal and commercial adviceSpecialist team

Negotiating fairer rights For creative producers

LobbyingGovernment, trusts, companies

Support business growthMarkets, training, support

Digital?

Multi-platformin’A rough guide to the world of multi-platform, the editorial, creative, technical, commercial and legal stuff you should think about and some practical development

agenda• What is multi-platform• State of the market • Examples and a case study• Exercise - two groups work on ideas from the group to map out the opportunities.• Evaluating elements of an MP project - what is the purpose of each part?• How does it add up to the objectives of the project.• Workshop 2 - individual project time - one-to-ones and development• Tools of the trade, the platforms and apps• Who to pitch to and how• Workshop – pitch• Getting social - promotion of you, your project, the TX and beyond• Workshops and one-to ones

what is multi-platform?

it’s not so new....

Meet UGGWho was out hunting and was chased for about a mile by an angry mammoth

UGG becomes a narativeDue to the lack of television, the tribe tells stories about UGG

UMM paints UGGs storyAnd it becomes a long lasting work of art

Kids want to be UGGAnd a range of UGG branded toys appear

UGG branches outPicked up by record company, launches concept album

Platforms and Narratives

“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?

50+ Million users / $400k Revenue

Let’s not get too excited...If the Twitter community was 100 people

20 dead(empty accounts)

50 lazyNot tweeted in the last week

only 5With more than 100 followers

5 loud mouthsCreating 75% of the tweets

Based on ‘Lets Not Get Too Excited...’ by David McCandelish

Go mainstream

Multiplatform is merchandising...?

licensing +

Platforms and NarrativesdistributionInteraction

Promotionextension

brandstory

What is the audience doing?

0

46

92

138

184

230

Television

Radio

Internet (Fixed)

Phone (Fixed)

Phone (mobile)

131327

170

225

61212

188

222

20042009

Who to aim at?

INVOLVEDPASSIVE

OP

EN

A

CC

ES

S

LIM

ITE

D

AC

CE

SS

massive passives

gadgetiers

kool kids

2006 2012

Kool KidsPrefer interactive and mobile media experiences and rely heavily on content sharing and social interaction

Gadgeteers

Drawn to the latest devices and experiences and are interested in participating and controlling the time and place of their media experiences

Massive PassivesHistorically content with traditional, “lean back” media experiences; however, now more actively following the first movers into digital media

Examples

Darfur is dyingCan a game achieve the same as a doc

The Big Issuehttp://www.honkytonk.fr/index.php/thebigissue/

The Big Issue

Wallace & Gromit - WOIBBC TV Series with live events, online and classroom resources

Love Letters to the FutureOnline resource showing results of submission campaign leading to a timecapsule

Hughs FishFightChannel 4 series with direct action website attached

LandshareA service that comes out of a TV spot

embarrasing bodies

History of the World in 100 objectsRadio, podcasts, exhibition, web resource, community resource, game, kids gameshow

Global conflicts

Gaza / SerdotTwo towns, two videos, two perspectives

Britain from aboveAdditional content, provided as navigable space online

We choose the moonInteractive documentary of the first moon landing

The Girl EffectOnline campaign, films and charity – starts with a simple animated idea

Battlefront – C4Campaigns, TV, Toolkits, Social

Prison Valley - arteThe French duo David Dufresne and Philippe Brault decided to produce a documentary on the issue of incarceration in Colorado. But, they didn’t just throw up a passive, hour-long, badly compressed web video. Instead, the end product became an interactive documentary with user-submission tools throughout and available on multiple platforms.

They created an iPhone app, and they have a presence on Twitter, Facebook and their blog. They will then reverse publish it to a TV special this summer and a book next fall. Welcome to the next generation of multimedia storytelling!

Creating the Nebula - wiredDocumentary app, magazine and sponsorship

ToolsWhat is available to a content maker to help them tell their story online?

Facebook

Tumblr

Google+

Storify.com

Scoop.ithttp://youtu.be/Bnr6QKKcsII?hd=1

webdochttp://www.webdoc.com/documents/C4D4C1FA-06A0-0001-C5F3-4F661EC01F56?kme=from_facebook

Poziblehttp://www.pozible.com/

KlyntKlynt is an interactive editing & publishing application dedicated to creative storytellers.

workshopDeveloping your project

Workshop 1

Getting the cash

Keys to the crowd• Write a crowd funding

budget• Don’t kid yourself and be

over optimistic with costs• Always allow 10% on top• Try to keep the budget small• Don’t scrimp on quality• Claim tax credits• Get an accountant• Raise the stakes as risk

lowers• Get donations too

• Syndicate for your mates• Use contracts• Get lawyers• Pitch to anyone you even

slightly know who is even remotely rich (er than you)

• Spend the money on your project

• Share out the loot• Unexpected bonuses

Write a crowd funding budget

Don’t kid yourself and be over optimistic with costs

Always allow 10% on top

Try to keep the budget small

Don’t scrimp on quality

Claim tax credits

Get an accountant

Raise the stakes as risk lowers

Get donations too

Syndicate for your mates

Use contracts

InvestmentFrom Spanner Films

Get lawyers

Pitch to anyone you even slightly know who is even remotely rich (er than you)

Spend the money on your project

Share out the loot

Unexpected bonuses

kickstarterKickStarter has received quite a bit of publicity recently for its efforts. Most notably the open source facebook alternative Diaspora managed to raise $10,000 in just 39 days, proving that the concept had legs, and that crowdfunding as  a concept has the community well and truly behind it. It’s not just software projects that the site caters for, out of all the current activity on the site, software is probably the most dull – as creatives around the world have embraced it as a way to realise spectacular dreams.  With everything from life sized mousetrap games to one man’s cultural journey across Mexico KickStarter has clearly captured the imagination of its audience.As far as the rules for funding goes, KickStarter keeps things simple. In order to receive the funding needed, a project must reach or exceed its funding goal or no money changes hands. If you do manage to reach your goal, 5% is taken from the project creator. Personally I think this is fair, with the current traffic / reach of the site, the tools available to manage your project, and the empowerment that a site like this gives individuals 5% isn’t that big an ask.www.kickstarter.com

rockethubwww.rockethub.comAnother very similar site to KickStarter is RocketHub. Describing themselves as a grass roots crowdfunding site, Rockethub’s focus is again within the creative arts, with the two audiences for the site split into ‘Fuelers’ – those providing financial assistance to cool projects, and ‘Creatives’ – those coming up with the concepts, artwork and music and in need of funding.One fundamental differences between KickStarter and RocketHub is the use of rewards and badges to help encourage interaction on the site, and to help get users engaged with the projects needing assistance. A perfect example of game theory in action.

Pozible

fansnextdoorFans next door is a European Crowdfunding website  (still in beta) and as yet they don’t  take a cut for promoting projects through their site, with the only additional costs being the PayPal processing fees. They currently accept all types of art forms, from literature to films, visual arts and craft, music, performances, fashion, design, and video games. As the user base grows and additional forms of projects come along we can expect this to evolve.The reward concept has been used in the promotion of many of the projects, with the system being architected to show what you get from artists for increasing amounts of funding. For example €10 may get you a copy of the artwork, €20 may get you a copy of the artwork signed etc. etc. The more of a fan you are, the more you can expect to receive.

indiegogohttp://www.indiegogo.com/IndieGoGo offers a wide variety of creative art funding categories, with projects in everything from Inventions to Gaming to Mobile Apps to Performing Arts.No matter what you are trying to raise funds for, there will be other projects in that category currently receiving funding. Another benefit that IndieToGoGo offers is that they have hooked up with suitable partners to help give your project extra reach through commercial channels.Probably the most impressive of these partnerships is MTV New Media, which could see your work being featured on MTV or VH1 – with of course, your permission. Desirable content includes fictional and non-fictional web series, shorts and other digital content, with the partnership helping to discover develop and distribute the best projects and creative talent on the web. At the very least it gives project creators a chance at much needed additional exposure