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Multi-platform Stuff for Digital Producers

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Presentation for TRC Multi-Platform day.

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Page 1: Multi-platform Stuff for Digital Producers
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digital

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Building a world class content sector for the digital age

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

[email protected]/mikedicks

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poacher turned gamekeeper?

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producer

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broadcaster

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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

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My role

• Represent digital producers• Deal with digital market issues

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multi-platform

digitalinteractive

transmedia

cross-platform

360 degree

multi-media

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it’s not so new....

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What do we mean by multi-platform content?

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Platforms and Narratives

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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

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Is it about Gadgets?

=

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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?

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50+ Million users$400k Revenue

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80 +Million users$100+ Million revenue

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mainstream

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Multiplatform M&L??

1954

2006

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$17.5 Billion?

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Platforms and Narratives

story brand InteractionPromotionextension

distribution

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licensing + editorial

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What works?(editorial)

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Dr Who

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Britain from Above

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1066

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Landshare

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Águila Roja (Red Eagle)

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Embarrassing Bodies

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Castigo Final – (Final Punishment)

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The Big Issue

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Thumb Wars

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Wannabes

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Who’s buying it?

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Who else?

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Who’s making it?

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The agencies

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Who owns the customer?

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Chain of Contracts #1

Broadcaster

TV Producer Digital Agency

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Chain of Contracts #2

Broadcaster

TV Producer Digital Agency

Vehicle

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Chain of Contracts #3

Broadcaster

TV Producer

Digital Agency

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Chain of Contracts #4

Broadcaster

Digital Producer

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The Contracts

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plans

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define

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advice

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contracts

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rights

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deals

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Lobbying

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BBC

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ITV, C4, Others

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Government

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New broadcasters?

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Standards

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Training

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Business

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Intellectual Property

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Skillset

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Markets

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Key markets

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Mentors

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Standards

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Support

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Summary

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

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