Multiplatform

A brief History of everything

– Is multi-platform really that new? – examples from Cavemen to Facebook

– Background on the internet / web

Interactive Bit

What is the Internet?

The Internet : 1958

What is the Web?

Who invented the web?

Tim Berners Lee : 1989/1990

What is the social web?

2004

What do we mean by multi-platform content?

– More than just video online or websites to support TV

– What are the Platforms (web, mobile, TV, live, Web 2.0)

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?

Multiplatform M&L??

1954

2006

The web

What works?

– Case Studies and examples

History of the

world in 100 objects

Dr Who

Britain from Above

Águila Roja (Red Eagle)

1066

Embarrassing Bodies

Castigo Final – (Final Punishment)

World Without Oil

The Big Issue

Landshare

Thumb Wars

Wannabes

Who’s buying it?

– Interviews with the people commissioning MP content

Who is commissioning? (UK)

BBC

Distinctive - make the best of the BBC's strengths

Innovative - push our creative boundaries & exploit the full potential of new media

Focused - deliver the multiplatform strategy

Excellent - inspire audiences, the wider industry and ourselves

Value for money - reach audience levels that will justify the spend

Public service - fit with the BBC's public purposes that will justify the spend

Channel 4

Be an integrated content experience; TV elements are significantly enhanced due to interactive elements and vice versa

Be a genuine first for the channel (e.g. the first time a particular game format has been commissioned), ideally for UK media

Grow the reach and/or impact of a core Channel 4 TV programme and/or genre onto a new platform Be targeted at clearly identified needs of a core Channel 4 audience

If unrelated directly to a television programme or series, be audio-visual (in this context, audio-visual content means video, animation and/or game footage), and directly related to existing or potential talent and/or formats.

Who else?

Who’s making it?

– The digital agencies– The individuals– The roles

The agencies

The individuals

TIM WRIGHT

DAN HON ADRIAN HON

JANE McGONIGAL

The team

The RolesWeb Builder(Front End)

Programmer (Back End)

Flash Designer

Producer / Project Manager

DesignerContent Manager

Multiplatform Structure

Executive Producer

(Showrunner)

TV Producer

Filming Crew Writers Edit

Digital Producer/ Project Manager

Coders Editorial Design

How do you make it?

– Production process– Timelines

Content vs CostProducers (5%)

Players (20%)

Passives (75%)

Deep content (5%)

Media (75%)

Gaming Content (20%)

How do you sell it?

– Pitching for Multi-platform work– Using the web to make your case

Pitching

Social tv

Using the web

Awra Amba : Using the web

Kill your babies

Who owns the customer?

– Relationships, Partnerships, Ownership– Legals and contracts

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