2012/03/28

.

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A Magazine Is an iPad That Does Not Work !

2011YouTubePO

1iPad

http://youtu.be/aXV-yaFmQNk

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http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/

http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/

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..

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..

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Experiential Media

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..

Sorce: (2010) Taiwan Tech

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The Progression of Economic Value

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The Progression of Economic Value

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.

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Second Screen APPs Market

Yahoo: 86% Use Mobile Devices While Watching TV

Yahoo! MobileRazorfish

2,000 ()

38%

38%

70%49%

15%

5

Source: Yahoo! Mobile & Razorfish , 2011/11 (612)

2011/11by Yahoo !

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Yahoo! MobileRazorfish

2,000 ()

94%

60%44%

38%

Yahoo305%

Source: Yahoo! Mobile & Razorfish , 2011/11 (612)

2011/11by Yahoo !

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Social TV

(the

second screen)

2010MIT

10

Social TV Second Screen APP

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1. Touch computing

2. Social gestures

3. NFC and mobile payments

4. Beyond the iPad

5. TV Everywhere

6. Voice control

7. Spatial gestures

8. Second-screen experiences

9. Flexible screens

10. HTML5

CNN Top 10 Trends in 2012

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Second Screen

Second Screen

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Second Screen

video stream clip

video stream clip

APPs

e-Coupon

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APPs

Wio App IntoNow Fanwave

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X

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Facebook

X

- 29 -

X Second Screen+ Social TV

Fanwave.TV ()

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X Second Screen+ Social TV

Fanwave.TV ()

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Apps on Smart TV

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APPs []

Apps

push App

App

App

App

App

Android 12345 iPhone 54321

54321

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APPs [QR code]

Apps

QR code

App

QR code

App

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Second Screen

~

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Second Screen

~

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Second Screen

~

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Second Screen

~

Apps

/ /

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WebTV

SMART TV

/ /

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WebTV

Apps

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Revenue..

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Global Ad Spend

$500 Billion

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2012f

Global Ad Spend

2004

41.5%

4.3%

6.5%

26.1%

15.4%

6.0%

43.7%

18.6%

5.2%

16.6%

9.8%

5.9%

TV

Internet

Radio

Newspaper

Magazines

Outdoors

Source: GroupM TYNY Summer 2011

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2012f

Global Ad Spend

2004

$16B

$100B

Source: GroupM TYNY Summer 2011

TV

Internet

Radio

Newspaper

Magazines

Outdoors

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AXE_Storytelling AXELynx 2012 AXE Anarchy

campaign WebsiteYoutubeFacebookTwitter

AXE

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_AR AXELynx 2011 2

(AR , Augmented Reality)

_AXE

2011 2 AXE

Television

Television Comics

Television Comics Books

Television Comics Books Webisodes

http://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=L4sIJTdcQk4

Television Comics Books Webisodes

= web + episodes

http://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=L4sIJTdcQk4

Television Comics Books Webisodes Mobile game

http://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=L4sIJTdcQk4

Television Comics Books Webisodes Mobile game Videogame

http://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=L4sIJTdcQk4

Television Comics Books Webisodes Mobile game Videogame Mobisodes

http://www.youtube.com/watch?v=EEIp0qPBbEI&feature=fvwhttp://www.youtube.com/watch?v=P8d5Vqu07Qwhttp://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=P8d5Vqu07Qw

Television Comics Books Webisodes Mobile game Videogame Mobisodes

= mobile+ episodes

http://www.youtube.com/watch?v=EEIp0qPBbEI&feature=fvwhttp://www.youtube.com/watch?v=P8d5Vqu07Qwhttp://www.youtube.com/watch?v=L4sIJTdcQk4http://www.youtube.com/watch?v=P8d5Vqu07Qw

Card game

Card game McFarlane Toys

Card game McFarlane Toys Complete kit

Anything else ?

Anything else ?

Yes! User-generated contents! -->

Prosumer ( Producer + Consumer )

Transmedia

Transmedia stories are those which unfold across multiple media platforms with each new text making a distinctive and valuable contribution to the whole. -Henry Jenkins, Father of Transmedia, Director of the MIT Comparative Studies Program

"There are short stories and multi-volume epics; transmedia narrative is a way of conveying messages, themes, and stories -- a tool or methodology if you will. We try to distinguish transmedia narrative implementation from standard terminology such as advertising campaigns, although the two can co-exist or overlap." - Jeff Gomez, Transmedia Pioneer, CEO of Starlight Runner Entertainment

Transmedia Storytelling and Narrative

What is Transmedia ?

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What is Transmedia ?

What is Transmedia ?

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Transmedia

- 89 -

Transmedia

- 90 -

Transmedia

TRANSMEDIA

- 91 -

Transmedia

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- 92 -

Transmedia

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Transmedia

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Transmedia Storytelling

Story

Experience Audience

Platforms Business

Model

Execution

Transmedia Project Development

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Content = Digital Bait

Content = Digital Bait

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Content as a Service

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Content as a Service

Franchise Productions

Short-story Media

Constellation

Alternated Reality

Publishing

Personnalization

Interactive services

Community extensions

Informative

Participative

Orchestration of Media

Platform & Comm

service

Informative

Participative

Use daily-used

publishing asset

to mimic reality

Use snacking-

media channels

Major productions +

Legacy of cross-media

(including official website)

Federate & value

the community

Tuning medias +

individual story paths Call2Act & gain the

right to access

stories

Content as a Service, Service as a Content

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http://icones.pro/en/search-site-png-image.htmlhttp://icones.pro/go.php?http://icdn.pro/images/fr/g/n/gnome-mail-nouvelles-actions--icone-6940-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/t/e/telephone-icone-6753-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/g/n/gnome-mail-nouvelles-actions--icone-6940-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/t/e/telephone-icone-6753-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/g/n/gnome-mail-nouvelles-actions--icone-6940-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/t/e/telephone-icone-6753-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/g/n/gnome-mail-nouvelles-actions--icone-6940-48.pnghttp://icones.pro/go.php?http://icdn.pro/images/fr/t/e/telephone-icone-6753-48.pnghttp://icones.pro/e