Masterclass: Tools of the Cross-Media TradeAnita Ondine

Merging+Media Vancouver, CanadaOctober 28, 2010

@anitaondine

#mergingmedia10

Agenda

• Definitions

• Creative frameworks

• New business paradigms

• Copyright / legal advice

• Conclusion

Cross-Media

Multiplatform

Transmedia...Definitions What does it all mean?

web

ARGs

console gamestelevision

telephone

live eventsmobile apps

merchandise

Transmedia

No boundariesNo borders

that exist beyond a single screen

Telling a story... or many stories

Using multiple media platforms & story forms

Definitions

Audience ParticipationDefinitions

For the audience to enter the storyworld

And influence it...

Participate in it...

Creative Frameworks

• Development questions

• Media architecture

• Unified storyworld

• Annotated scripts

• Game mechanics

• Releasing schedule

• Participation pyramid

Development Questions

• What are you creating?

‣ core concept / theme / premise

‣ ideal way to communicate

‣ look & feel

‣ target audience

‣ motivation and rewards

Creative frameworks

mobile apps

web

ARGs

gamestelevision

telephone

live events

merchandise

Media architecture

social media

film

Creative frameworks

mobile apps

web

ARGs

gamestelevision

telephone

live events

merchandise

STORY

social media

film

Unified storyworld

• Different story forms

• Unified by theme/character/context... storyworld

• Connected using hooks

• Designed from page 1 of the screenplay to function as a fully integrated transmedia experience

Annotated Scripts

Alternate Story PathsCreative frameworks

Game MechanicsCreative Frameworks

Incentives

Rewards

Social Connections

Win a prize

Celebrity Access

Solve a Mystery

Geolocational Awareness

Leader boards

Social Status

Red Herrings

Releasing scheduleCreative frameworks

Creative frameworks Participation pyramid

Evangelists

Casual

Engaged

New business paradigms

• Social entertainment

• Content distribution & consumption trends

• Upstream funding

• Downstream funding

Social entertainmentNew business paradigms

Story / Narrative

Social / Community

Game Mechanics / Participation

Passive > Participatory

ubiquity

scarcity

plenitude

television

itv / digital television

dvd

internet

cinema

cabletelevision

mobileapps

games

books

UGC

Twitter

passive interactive participatory

Scheduled > Asynchronous

digital networked

hard copy

digital / hard copy

television

itv / digital television

dvd

internet

cinema

digital ubiquity

cabletelevision

mobileapps

games

ebooks

scheduledmultiplerepeats asynchronous

iplayer

books

Upstream funding

• Investors / banks

• Taxpayers / government

• Industry / brand sponsorship

• Producers / own pocket

• Users

‣ broadcasters

‣ crowd sourcing

‣ advance purchase

Downstream funding

• Expanded market reach

• Ad revenues

• App sales

• Subscription

• Virtual goods

• ‘Pay per’ models

India

Australia

United Kingdom

China

Canada

Japan USA

South Africa

New business paradigms Geographic reach

Copyright & Legal Advice

• Copyright issues

• Psychology of spend

• Premium prices for premium services

‣ broadcasters

‣ crowd sourcing

‣ advance purchase

Copyright issues

• Multiple copyrights

‣ each story?

‣ each platform?

‣ format rights?

• Bundle of rights

• Chain of title

• You cannot stop people copying a digital file

Psychology of Spend

• Give it away for free

• Make it easy for people to pay

• Premium prices for premium services

‣ speed

‣ quality

‣ exclusivity

‣ experience

Conclusion

Market conditions

Audience behaviour

Technology innovation

The perfect storm

“You must build the life you want to live in.” Rozh Mutabchi

Thank you & stay in touch

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