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The Conducttr Conference 2014
Keith Johnson
Creative storytellers - Open your imagination to two-screen ideas
@syncscreen
#cdttr2014
©SyncScreen 2013/2014 Proprietary & Confidential
SYNC-SCREEN
©SyncScreen 2013/2014 Proprietary & Confidential
SYNCSCREEN IS ALL ABOUT BRIDGING THE CREATIVE DIVIDE BETWEEN TV AND MOBILE AND
DIGITAL MEDIA
©SyncScreen 2013/2014 Proprietary & Confidential
NOT JUST TV / VIDEO
IT’S ALL ABOUT THE AUDIO
©SyncScreen 2013/2014 Proprietary & Confidential
SECOND SCREEN
©SyncScreen 2013/2014 Proprietary & Confidential
SO CALLED “SECOND SCREEN”
IS NOT A CONSUMER
PROPOSITION
©SyncScreen 2013/2014 Proprietary & Confidential
SO CALLED “SECOND SCREEN”
CAN NOT TRULY ENGAGE THE EMOTIONS
©SyncScreen 2013/2014 Proprietary & Confidential
IMAGINE!
©SyncScreen 2013/2014 Proprietary & Confidential
THE HARMONY GAMEJennifer Lebeau
2011 documentary for BBC ‘Imagine’, Alan Yentob
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.
©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”
©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
©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
©SyncScreen 2013/2014 Proprietary & Confidential
IMAGINE .........
WELL DESIGNED TWO-SCREEN TV EXPERIENCES WILL CREATE
CHANGES IN TV VIEWING BEHAVIOURS
©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
©SyncScreen 2013/2014 Proprietary & Confidential
PLAY ALONG TV
Video
©SyncScreen 2013/2014 Proprietary & Confidential
REFRESH FORMATS WITH PLAY-ALONG INTERACTIVITY
CREATE NEW SYNCHRONOUS FORMATS
**CREATE AUDIENCE VALUEFOR THEIR PARTICATION**
Video
©SyncScreen 2013/2014 Proprietary & Confidential
WELL CONCEIVED SYNCHRONOUS
PARTICIPATION DOES ENGAGE
THE TV AUDIENCE
©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
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
©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
©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
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
The Conducttr Conference 2014
Keith Johnson
THANK YOU!
@syncscreen
#cdttr2014