26
The Conducttr Conference 2014 Keith Johnson Creative storytellers - Open your imagination to two-screen ideas @syncscreen #cdttr2014

Creating projects for two-screens

Embed Size (px)

Citation preview

Page 1: Creating projects for two-screens

The Conducttr Conference 2014

Keith Johnson

Creative storytellers - Open your imagination to two-screen ideas

@syncscreen

#cdttr2014

Page 2: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

SYNC-SCREEN

Page 3: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

SYNCSCREEN IS ALL ABOUT BRIDGING THE CREATIVE DIVIDE BETWEEN TV AND MOBILE AND

DIGITAL MEDIA

Page 4: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

NOT JUST TV / VIDEO

IT’S ALL ABOUT THE AUDIO

Page 5: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

SECOND SCREEN

Page 6: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

SO CALLED “SECOND SCREEN”

IS NOT A CONSUMER

PROPOSITION

Page 7: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

SO CALLED “SECOND SCREEN”

CAN NOT TRULY ENGAGE THE EMOTIONS

Page 8: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

IMAGINE!

Page 9: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

THE HARMONY GAMEJennifer Lebeau

2011 documentary for BBC ‘Imagine’, Alan Yentob

Page 10: Creating projects for two-screens

THE DISHARMONY GAME

IMAGINE ..... AN IMAGINATION GAP

The advent of so-called “second-screen” TV apps has surfaced a creative problem that prevents this harmony from organically happening

It has exposed the imagination gap that exists in TV formats for the connected generation and the lack of relevant creative and production skills to begin to address it.

Page 11: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

THE TWO-SCREEN TV HARMONY GAME

“If audiences find a 2-screen experience either confusing or distracting – it’s clearly not working”

Page 12: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

IMAGINE.......THE BOXERContent + production + performance

- Great lyrics, story-telling- Great melody and arrangement- Collaborative creative process / musicality - Commitment to the highest production values- Innovation to push the sound boundaries - Know-how and execution- Quality team

Complete production and performance harmony to make a great song into a great record

Page 13: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

Transmedia Storytellers!

Abandon the notion of so called “second-screen” and think about extra layers on the core narrative that can sit across devices

Page 14: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

IMAGINE .........

WELL DESIGNED TWO-SCREEN TV EXPERIENCES WILL CREATE

CHANGES IN TV VIEWING BEHAVIOURS

Page 15: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

WE UNDERSTAND:THE CREATIVE INDUSTRY NEEDS

EDITORIAL TOOLS TO ENABLE DUAL SCREEN TO BECOME A MAJOR PART

OF MAINSTREAM TV INDUSTRY

WE ARE DELIVERING:CONCEPT DEVELOPMENT TOOLS PILOTING & TESTING TOOLS

PRODUCTION WORK FLOW TOOLS

Page 16: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

PLAY ALONG TV

Video

Page 17: Creating projects for two-screens
Page 18: Creating projects for two-screens
Page 19: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

REFRESH FORMATS WITH PLAY-ALONG INTERACTIVITY

CREATE NEW SYNCHRONOUS FORMATS

**CREATE AUDIENCE VALUEFOR THEIR PARTICATION**

Video

Page 20: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

WELL CONCEIVED SYNCHRONOUS

PARTICIPATION DOES ENGAGE

THE TV AUDIENCE

Page 21: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

It’s still a TV viewing experience first and foremost! Avoid confusion and distraction Avoid duplication – synchronised events must

compliment the show Multi-sensory input is fine but must be sympathetic Build in the time for audience to think and complete

actions Don’t overwhelm the audience by over-burdening them Be aware of the cognitive load

SCREENS IN HARMONY

Page 22: Creating projects for two-screens

Be clear on desired user experience Be clear on objectives Be clear on desired audience rewards and benefits for their participation

Be sure to create added value content - multi-sensory input is fine but must be sympathetic

Optimise the audience effect of real time synch technology

CREATIVE PLANNING

Page 23: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

Seek to seamlessly extend the story beyond the linear show

Involve the audience Build in the time for audience to think and

complete actions Don’t overwhelm the audience by over-

burdening them Be aware of the cognitive load

NARRATIVE CONSIDERATIONS

Page 24: Creating projects for two-screens

©SyncScreen 2013/2014 Proprietary & Confidential

The right two-screen content will add value for the audience

Rewarding Supplementary Commercial Educational Social Entertaining Offline, for later

NEXT GENERATION TV

Page 25: Creating projects for two-screens

Seek to seamlessly extend the story beyond the linear show with concurrent storylines Allow people to be part of the story, to interact with itBe flexible, allow the story to take unexpected turns Integrate social media Use the real-time synch tech to build conversations

Conducttr / SyncScreen demo app

CRAFTING A TWO-SCREEN STORY

Page 26: Creating projects for two-screens

The Conducttr Conference 2014

Keith Johnson

THANK YOU!

@syncscreen

#cdttr2014