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&THE BIRTHOF
MEDIATRANS
THE END OF TV AS WE KNOW IT
@DougScottOGILVYDOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT
@TheMattDohMATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
@OgilvyEnt
FOLLOW US.
PART I.THE END OF TV AS WE KNOW IT
LETS GO BACK.WAY
RADIO.
WHAT WAS THE MESSAGE?
WELL...
TELEVISION.
TELEVISION.
INTERACTIVE.
STORYTELLING YESTERDAY.
STORY
FIXED LIVING ROOM
PASSIVE
YESTERDAY.
AND ITS NOTHING NEW.STORIES ARE EVOLVING.
THE RECORDING INDUSTRY.
THE ARTIST THE LABEL THE ALBUM
8-TRACK CASSETTE CD MP3
$0.99
12.5MM
12.5MM 6MM
THE SINGLE THE ALBUM
CHANGED EVERYTHING.DISRUPTIVE INNOVATION
IS HAPPENING IN THE TV INDUSTRY TOO.
AND THIS SAME DISRUPTION...
THE TV INDUSTRY.
THE MEDIA COMPANY
THE NETWORK THE CHANNEL
TV SERIES HULU iTUNES
CHANGED EVERYTHING.DISRUPTIVE INNOVATION.AGAIN.
AND STORY IS WHAT HOLDS EVERYTHING TOGETHER.
SO WHAT DOES THIS MEAN FOR ENTERTAINMENT TODAY?
STORY
FIXED LIVING ROOM
PASSIVE
YESTERDAY TODAY
THE SECOND SCREEN
YOU SAY SECOND SCREEN.
I SAY FIRST
ANYWHERE
ACTIVE
STORYDATA
THE 1ST SCREEN
TODAY.
BUT ONE THING IS THE SAME...
FIXED LIVING ROOM
PASSIVE
YESTERDAY
ANYWHERE
ACTIVE
DATA
THE 1ST SCREEN
TODAY
STORY STORY
FIXED LIVING ROOM
PASSIVE
YESTERDAY
ACTIVE
DATA
THE 1ST SCREEN
TODAY
STORY STORY
ANYWHERE
FIXED LIVING ROOM
PASSIVE
YESTERDAY
ACTIVE
DATA
THE 1ST SCREEN
TODAY
STORY STORYSTORY STORY
ANYWHERE
Pi
GOLDEN RATIOSTORY
CONWAYS
CHAITINS
http://en.wikipedia.org/wiki/Mathematical_constant#Chaitin.27s_constant_.CE.A9http://en.wikipedia.org/wiki/Mathematical_constant#Chaitin.27s_constant_.CE.A9
Y = MX + B
A UDIENCE
A = TORY
A = + TELLING
A = + IGITALD
DIGITAL IS THE VARIABLETHAT CAN...
STATIC
MESSAGE
CONTENT
AUDIENCEPASSIVE
INFORMATIVE
MESSAGE
CONTENT
AUDIENCE
DYNAMIC
PATICIPATORY
INTERACTIVE
DIGITAL IS ONLINE + OFFLINE.
DIGITAL IS SHAPING AUDIENCE BEHAVIOR.
AUDIENCE BEHAVIOR IS SHAPING DIGITAL.
DIGITAL IS SHAPING AUDIENCE BEHAVIOR.
DIGITAL UNLOCKS THE POTENTIAL TO ENTERTAIN & EMPOWER THE CONSUMER.
TABLETSBy 2013, the number of U.S. tablet users is expected to reach 99MM1
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
MULTI-SCREEN 33MM2 American consumers regularly engage with multiple screens simultaneously
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
SOCIAL 40%3 of consumers use social media while watching TV
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
GAMING68MM4 mobile users are playing games on their mobile and tablet devices
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
AND DIGITAL IS CHALLENGING OUR INDUSTRY IN WAYS WE NEVER EVEN IMAGINED.
ENTERTAINMENT IS IN ASTATE OF FLUX
THE NEW REALITY FOR ENTERTAINMENT.
NETWORK TVTHE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT, DIGITAL IS DISINTERMEDIATING THE BUSINESS MODEL
CONSUMERSARE THE NEW CHANNEL FOR ALL TYPES OF CONTENT
PRODUCERSNEED TO PRODUCE A WORLD FOR THE CONTENT TO LIVE IN PARTLY DUE TO...
CONSUMERSARE THE NEW CHANNEL FOR ALL TYPES OF CONTENT
PRODUCERSNEED TO PRODUCE A WORLD FOR THE CONTENT TO LIVE IN PARTLY DUE TO...
THERES AN AUTHORSHIP .CRISIS
CONSUMERS AREIN CONTROL
ASAUDIENCE CHARACTERSASCHARACTERS AUDIENCE
DUAL-CONTENT
INDIVIDUAL
COMMUNAL
YEAH, WHATS COMING UP NEXT PRETTY MUCH SUMS IT ALL UP.
THEOPPORTUNITY
PART II.THE BIRTH OF TRANSMEDIA
WHAT IS IT?
TRANSMEDIA STORYTELLING.
CONTEXTUALIZED CONTENT
THE NEW ECONOMIC DRIVER
NO SCIENCE TO TRANSMEDIA
ITS A MINDSET
A WAY TO RETHINKOUR STORIES
THE MINDSET IN A NUTSHELLA STORYWORLD, NOT A STORYLINE
MULTI-PLATFORM NOT CROSS-PLATFORM
BLURRING ONLINE/OFFLINE THROUGH DIGITAL
PARTICIPATORY EXPERIENCES
BUILT-IN GAME MECHANICS
AUDIENCE DRIVEN NARRATIVE
NEW WAYS TO DISTRIBUTE STORIES
MOVEMENTCAMPAIGN COMPETITION
NARRATIVEDESIGN
CULTURALTRUTH
GAMEMECHANICS
CULTURAL TRUTH IDENTIFYING THE STORYS BEST SELF CREATING TENSION WITH & WITHIN CONTENT UNDERSTANDING AUDIENCES ACCEPTANCE
NARRATIVE DESIGN BLENDING NARRATIVE TYPES ROLE OF STORY ELEMENTS INTERLINK, INTERTWINE STORIES BUILDING IN PARTICIPATION
GAME MECHANICS NOT GAMIFICATION, USING GAME MECH PLAY = STORY COLLABORATION + COMPETITION REWARDING EXPERIENCES
CULTURALTRUTH
GAMEMECHANICS
NARRATIVEDESIGN
CULTURALTRUTH
GAMEMECHANICS
NARRATIVEDESIGN
THE CONSTANTTRANSMEDIA
ORY T S
O RYTS
OUR VARIABLESSCREEN APPROACH
MULTI SCREENCOHERENCE
SYNCHRONIZATIONCOMPLEMENTARITY
SIMULTANEITY
STORY ELEMENTSLINEAR
NON-LINEARARG
MYTH-BUILDINGOBJECTS/ARTIFACTS
CHARACTERS
CAMPAIGN TACTICSTV SPOTS/CINEMA
PRINTRADIO
PRDIRECT
OOH
ROLE OF AUDIENCEPERSONALIZEDCUSTOMIZED
OPEN-DIALOGUELEAN-FORWARD
PARTICIPATION LEVEL
DISTRIBUTIONCROSS-CHANNEL
ON-DEMANDOPEND-SOURCED
PAIDOWNEREARNED
OFFLINERETAIL
LIVE EVENTSTHE LIVING ROOM
MERCHANDISEROLE OF ONLINE
GAMIFYINGROLE-PLAYING
TURNSTIME
PUZZLESCATCH-UP
VICTORY/LOSS
ONLINESOCIALMOBILE
ECOMMERCEDATA
ROLE OF OFFLINE
TRANSMEDIA
O RYTS
CULTURALTRUTH
GAMEMECHANICS
NARRATIVEDESIGN
ORY T S
THE VARIABLES
CULTURALTRUTH
GAMEMECHANICS
NARRATIVEDESIGN
CAMPAIGN TACTICS
ROLE OF AUDIENCE
OFFLINESCREEN APPROACH
DISTRI-BUTION ONLINE
GAMIFYINGSTORY
ELEMENTS
TRANSMEDIA
ORY T S
O RYTS
CULTURALTRUTH
GAMEMECHANICS
NARRATIVEDESIGN
CAMPAIGN TACTICS
ROLE OF AUDIENCE
OFFLINESCREEN APPROACH
DISTRI-BUTION ONLINE
GAMIFYINGSTORY
ELEMENTS
TRANSMEDIA
ORY T S
O RYTS
BRANDS SHOULD BE THINKING...HOW TO CONTEXTUALIZE THEMSELVES
MESH MEDIA TO INVITE THE CONSUMER INTO THE EXPERIENCE
CREATE ENTERTAINMENT VIA CO-CREATION OR ORIGINAL PRODUCTION
BUILD CULTURAL EQUITY
PROVIDE UTILITY
FACILITATE AUDIENCE DRIVEN NARRATIVES
HAVE OWNERSHIP OF CONTENT
PREDICTIONS
THE TRADITIONAL MEDIA MODEL
WILL NO LONGER EXIST
THERE WILL BE A PRICING MODEL
BUILT ON AUDIENCE
ENGAGEMENT
PREMIUM CONTENT WILL BE PUSHED TO BRANDED
APPLICATIONS RESIDING ACROSS ALL PERSONALIZED
CONSUMER SCREENS
WE WILL SEE THE RISE OF MICRO CONTENT...
...WHICH WILL BE EMBEDDED WITHIN VIDEO
AND ACCESSIBLE TO CONSUMERS FOR A MICRO-COST
UTILITY WILL REIGN ON THE VALUE CHAIN
ITS NOT ABOUT THE SECOND...
ITS ABOUT THE INSTANT
PORTALS TO IMMERSIVE STORYWORLDS WILL QUESTIONWHAT IS REAL...
WE WILL SEE CONTENT SHAPED BY THE POWER OF HUMAN ALGORITHMS
OUR INTERACTIONSWILL BEBRANDED
CREATIVE BOUNDARIES WILL PUSH TECH-PLOITATION
TELLING IS OUR VARIABLE.STORY IS OUR CONSTANT.
ENABLED BY DISRUPTIVE INNOVATION, PROVIDING US WITH A NEW SET OF CREATIVE TOOLS.
AND THE FIRST SCREEN PROVIDES A PARTICIPATORY EXPERIENCE THAT BECOMES A PART OF US ALL.
RU A STORY?
OR A TELLER?
@DougScottOGILVYDOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT
@TheMattDohMATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
@OgilvyEnt
TELL US.
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