Precious Alchemy or Worthless Chemistry - Value of Transmedia & Multi Platform

Precious Alchemy or Worthless Chemistry ?The perceived and actual value of Mul3 Pla5orm Storytelling Radio Beyond Radio: Sep 2012 ABC

Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - [email protected] - [email protected] - blog personalizemedia.com

Precious Alchemy or Worthless Chemistry?The perceived and actual value of Mul3 Pla5orm & Transmedia Storytelling

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ALCHEMY- any magical power or process of transmuting a common substance, usually of little value, into a substance of great value

CHEMISTRY- science that deals with the composition and properties of substances







The Transmedia Value Proposition

Numbers or deeper engagement?

Support for linear properties or how users influence and resonate with stories?

Is it about creating loyalty, building communities, telling stories in cool ways, making money, extending reach,building trust, promotion, transformation,

or all of the above?







Do we prefer our audiences to be passive ?













12 years ago me presenting cross-media issues inside BBC

The same issues are still with us but tech is not disabler anymore







Transmedia OdysseyBBC Musical Nomad 1997 - Prod: Gary Hayes

Live Daily Web Stories, over 40

days to BBC Onlinevia portable satellite

Daily News via World

Service Radio

Recordings for BBC Radio 3

2 Camera DV Capture for BBC2 Doco

Live email discussion with global users

10+ Photographs per day uploaded

4-5 streaming real audio

pieces per day













Why multiplatform?some mono media sectors suffering fragmentation

the music industry







some mono media sectors suffering the fragmentationWhy multiplatform?







Why multiplatform?late 2011 cable TV across the US had severe drops

The percent of people worldwide who watch TV at least once a month dropped from 90% to 83% over the past year.The percentage of people who watch video on a computer once a month--84%--is now higher than the percentage who watch TV.

Read more: http://www.businessinsider.com/tv-business-collapse-2012-6#ixzz1xgNAd9ig

the TV industry?





http://www.businessinsider.com/tv-business-collapse-2012-6#ixzz1xgNAd9ig








Why multiplatform?mid 2012 radio in US overtaken by web radio

the radio industry?

PANDORA’S BOX

In the na3on’s top media markets, the online “radio sta3on” Pandora is now the most-‐listened-‐to service, bea3ng on-‐air radio in key demographics in New York, Los Angeles, Chicago, and San Francisco.

As of July 2012, Pandora was number one in the number of persons 18-‐34 years old listening in those four ci3es, and Pandora was number two or 3ed for second in the na3on’s other ten largest markets, except Boston, where Pandora is number 3.

http://timmorrissey.blogspot.com.au/2011/08/impending-death-of-radio.html





















“Anyone that is pitching a show right now that’s not thinking about how it’s going to live across multiple platforms doesn’t have their eye on the audience.

Once I started to see that the audience was fragmenting to different platforms, it became my job as a storyteller to figure out how to reach them…

You have to fish where the fish are.”

Tim Kring - talking about “Touch” (March 2012)







2006 things changedYouTubeTwitter

Facebook













• Force 1 – Social Sharing – Ubiquitous social media, shared everywhere, audience themselves are ‘casters’

• Force 2 – Connected or on-demand – TV has morphed for many into video-on demand stories vs appointment to view

• Force 3 – Mobile – The personal portable portal. Our always on, private window to the world.

• Force 4 – Transmedia – Content is agnostic and expected to be available across a users platform eco-system

Behaviours competing for Broadcast Eyeballs







Source: Understanding Cross-platform Consumer Behavior. Google Research ©2012




















Fan Fiction overtakes official content







Fanisodes “People Powered Entertainment”

Showtime’s call to action - asked loyals fans to write an episode, directed by the pro writers.

After seven exciting rounds, 1,258 scene submissions over 124,000 votes & 30,000 comments

20,000 L Word fans collectively created the world’s very first Fanisode

Ratings for the TV show went up by 51%

The site logged 175,000 visits and over

3,000,000 page views.

L Word

L Word Enhanced - Line Prod Gary Hayes

video

super users reward you with their loyalty







Users get the content they want, when they want







iview across platforms!3 screens

Tablet + Mobile

Web

Big Screen

3 screen strategy

Mobile

Web 80%

8%

2010

12%

2010 Now

3 screen strategy

Mobile

Web 59%

27% 14%

2012







76% of iView viewing in 2014 will be via mobile devices







In 1 year there were 500 game reviews on the desktop site - Good Game app launched in Aprilin the first week of the app launch there were over 31 000 game reviews!







Source: Sensis June 2012

Nielsen survey fielded in the fourth quarter of last year, reveal 45 percent of U.S. tablet owners use their device and watch TV at the same time on a daily basis; 26 percent reported doing so many times each day.

85% of TV watching in the US is with a connected device, mostly mobile or tablet (sensis June 12) in Australia it is now around 76%







http://blog.trendrr.com/2012/05/21/social-tv-ecosystem-2011-2012-infographic/

social TV explosion









An Astonishing 350 Million Posts and Check-ins So Far This Year

Walking Dead premiere had 8.5 million social impressions

http://adage.com/article/trending-topics/social-tv-350-million-interactions-year/236032/

In the first half of this year, Trendrr tracked more than 350 million conversations (primarily tweets and public Facebook updates) and interactions (e.g., check-ins on GetGlue and Viggle) related to TV programming.









Please note this is a working prototype. The final service may or may not look and work like these featured screen grabs

ABC evolving 2nd Screen Storytelling and Social TV - ABC Companion







Please note this is a working prototype. The final service may or may not look and work like these featured screen grabs

ABC evolving 2nd Screen Storytelling and Social TV - ABC Companion







The two modes of multi-screening - Sequential and Simultaneous








PERSISTENCE AND BUILDING TRUST

Over 2004, the BBC produced 190 enhanced TV applications on the three digital (Satellite, Cable and DTT) platforms

Throughout 2010, over 12.7 million viewers used the BBC’s Red Button interactive service every week (more than a fifth of the UK population)

2012 BBC Red Button now at 12 mill users a week














“We’re about to become only the second network ever to reach 10 million fans of its Facebook page. Our Pawn Stars game on Facebook has tallied more than a quarter-billion game plays and still averages 200,000 unique visitors per day and 1.1 million per month. Our Top Shot Facebook game launched recently and already is averaging 100,000 daily uniques and nearly 600,000 per month.”

http://www.lostremote.com/2012/05/09/inside-look-at-historys-success-on-social-media-interview/

Evan Silverman SVP, Digital Media at A+E Networks

the power of casual game around TV shows















ARGs - Brand, or assumed, brand drives numbers

WHY SO SERIOUS - 10.8m (100m+ impressions online)THE BEAST (AI) - 3.2m million players I LOVE BEES (Halo2) - 3.1m players LAST CALL POKER - 1.2m playersTHE ART OF THE H3IST (Audi) - 500k playersFALLEN - 500k playersTHE LOST EXPERIENCE - 80 000 playersWORLD WITHOUT OIL - 4000 players REGENESIS - 2000 players







INVOLVE AUDIENCE IN CAUSE - TURN THEM INTO A COMMUNITY

Paramount used Facebook and Eventful to request potential fans to request a screening of the $15,000 film in their area. They got a million quickly and a direct result of the buzz was $150 million at the Box Office







CONSPIRACY FOR GOOD

Result in 50 scholarships being provided for young women in Africa

Five libraries will be stocked with more than 10,000 donated books

Also Kids Company, Doctors of the World, and READ International.

"We had a team of more than 130 experts working behind the scenes in five countries across three continents making sure that this was the best entertainment experience possible and to ensure the charity causes were the true heroes of this immersive story." Tim Kring Creator of Heroes

Social Benefit Multi-Platformoriginal property, experiences for good







Fourth Wall is proud to bring you three episodes of the groundbreaking transmedia series DIRTY WORK. DIRTY WORK is a gritty and immersive storytelling experience, delivered through Fourth Wall Studios’ RIDES platform. Each installment of the series is told through your computer and smartphone, a combination of video, audio, text and images – putting you, the viewer, in the center of the insanity. See it only at RIDES.TV

opportunity to reach out

video





http://rides.tv/dirty-work/

http://rides.tv/dirty-work/



• 1,000,000+ players of The Code Flash games• TV show significantly outperformed benchmarks on iPlayer and 7 day viewing figures• 100,000+ treasure hunt players engaging in the overarching meta-puzzle• 300,000+ interactions on the Facebook fan page• 1000+ photos, videos, 3D models, and a wiki with 100,000 views and 2000+ edits –

all created by users!http://sixtostart.com/the-code/

TV & web (games) in perfect harmony?

video





http://sixtostart.com/the-code/

http://sixtostart.com/the-code/



http://theconnectedset.tv/1402/our-new-project-goes-live-tate-britain-quiztrail/

‘Tate Britain QuizTrail’ is a free iPhone app that allows visitors to explore the famous London gallery on a themed trail of different artworks. Themes for the trails range from ‘Animals’ to ‘Myths and Legends’. Each trail has three levels of play that cover simple observational questions to tougher multiple-choice questions requiring players to read display captions to find the answer. Players answer multiple-choice questions about the artworks to earn prizes. Visitors can share their newfound knowledge of the works with friends as they progress on their trail and share their prizes too.

moving online into the real world







http://j.mp/QuizTrail

http://j.mp/QuizTrail



Philly History

“In Spring 2010, the City of Philadelphia Department of Records received an NEH Digital Humanities Start-Up grant to investigate mobile augmented reality technology for use in displaying overlays of historic photographs on the current urban landscape. The project utilized the resources of PhillyHistory.org, a collaborative online database of historic photographs and maps from five Philadelphia area institutions.

Situated Documentary





http://PhillyHistory.org/

http://PhillyHistory.org/



Walking Cinema: Murder on Beacon Hillhttp://www.parkmanmurder.com/

Situated Documentary






http://www.parkmanmurder.com/







www.broadcastr.com/





http://www.broadcastr.com

http://www.broadcastr.com



50,000 pieces of content, around half of which are from archives — about 100 different partners, New York Public Library, Boston Museum,” says Stanhope. Via the map, you can explore street by street, you can let the location-aware tours follow you around, take you to the closest pictures, tell you how far away you are from them,” says Nick Stanhope of HistoryPin.com





http://www.historypin.com/

http://www.historypin.com/



TRY NEW FORMATS

SCVNGR

SCVNGR was built for the thrill of the scavenger hunt and it revolves around gaming and competitive challenges

In terms of partnering with brands and major marketers, here is a sampling of recent SCVNGR events:

The goSmithsonian Trek: Played out in July, participants visited nine Smithsonian museums and competed for an Apple iPad.

Help Vince: a game for the New England Patriots where players complete SCVNGR challenges in the Boston area to unlock a riddle and help Vince Wilfork recover his stolen Super Bowl ring.

Dexter Game On at Comic-Con: Completing Dexter-themed challenges, recorded as “kills,” players could cash points in for Dexter swag.

Inception: A series of challenges for the film involved unique tasks at the tallest buildings in the 100 largest cities in the United States and at movie theaters.





http://www.gosmithsonian.com/scvngr/

http://www.gosmithsonian.com/scvngr/

http://www.argn.com/2010/07/help_new_england_patriot_vince_wilfork_recover_his_stolen_super_bowl_ring/

http://www.argn.com/2010/07/help_new_england_patriot_vince_wilfork_recover_his_stolen_super_bowl_ring/

http://www.argn.com/2010/07/comic-con_buzz_dexter_and_scvngr_challenge_you_to_game_on_at_comic-con_or_at_home/

http://www.argn.com/2010/07/comic-con_buzz_dexter_and_scvngr_challenge_you_to_game_on_at_comic-con_or_at_home/

http://blogs.wsj.com/speakeasy/2010/06/24/whats-inception-about-scvngr-can-help/

http://blogs.wsj.com/speakeasy/2010/06/24/whats-inception-about-scvngr-can-help/



INTERFACES INTO THE CLOUD - THE TECHNOLOGY OF DESIGN







new interfaces leading our delivery requirements

Google Glass rumoured to be available year’s end launching with a price between $250 and $600 Google says “if it was a five-year endeavor”

Vuzix Wrap 920AR available now







video

ultimate mobile where the interface is ‘on’ your eyes







Interesting interface challenge, mind control anyone?

Emotiv headset available now







Summary







INTERFACES INTO THE CLOUD - THE TECHNOLOGY OF DESIGNAs is news, info & edutainment services







Smartphones are the backboneof our daily media use. They are thedevices used most throughout the dayand serve as the most common startingpoint for activities across multiplescreens. Going mobile has become abusiness imperative


The vast majority of media interactionsare screen-based, screen-based, and sotransmedia strategies should no longerbe viewed as “digital” or “traditional”.Media organisation should understand all ofthe ways that people consume media,particularly digital, and tailor strategiesto each channel

The prevalence of sequential usagemakes it imperative that media companies enable users to save & move their progress between devices. Saved video,“signed-in” experiences or the ability to email progress to oneself helps keep consumers engaged, regardless ofdevice used to get to you







Organisations need a top down, unified cross platform vision in this altered landscape

If we do not know where we are headed in a constantly evolving environment we will find ourselves going around in circles or simply disappearing for good.













Thank you

These slides will be on slideshare.net/hayesg31





Technology

Precious Alchemy or Worthless Chemistry - Value of Transmedia & Multi Platform