Future media platforms
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Transcript of Future media platforms
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ABOUT ME
• Original interactive content• Broadcast properties & projects• Writing for radio, online, advertising• Creative R & D, training & teaching
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Original interactive content
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Broadcast properties & projects
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Writing: TV, web, mobile, print, advertising, radio,
games...
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Creative r & d
teaching
training
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1995 - 19981995 - 1998
NOHO DIGITALNOHO DIGITAL MINDGYMMINDGYM MSN BLIZZARD, PRIVATE EYEMSN BLIZZARD, PRIVATE EYE EQEQ
1998 – 20031998 – 2003
XPT [FILM BLANC]XPT [FILM BLANC] ONLINE CAROLINEONLINE CAROLINE MOUNT KRISTOS MOUNT KRISTOS PLANET JEMMA PLANET JEMMA
2003 – 20052003 – 2005
XPT/TrAce [THE NUUK]XPT/TrAce [THE NUUK] OLDTON:OLDTON: STORYSPINNERSTORYSPINNER
WEB, PRINT, RADIOWEB, PRINT, RADIO [HULDER][HULDER] MOBILE SPOOKSMOBILE SPOOKS
2005 – 20072005 – 2007
[LOST GENERATION[LOST GENERATION BBC CASTAWAY: BBC CASTAWAY: [GOLFONTHEMOON] C4 CYBERSKIVING[GOLFONTHEMOON] C4 CYBERSKIVING
& C4 MEMO]& C4 MEMO] REMOTE CONTROLREMOTE CONTROL
2007-20082007-2008
R4 TODAYR4 TODAY TELECTROSCOPETELECTROSCOPE [BBC/KINDLE DEVELOPMENT][BBC/KINDLE DEVELOPMENT]
2008 – 20102008 – 2010
R4 SWYWTHR4 SWYWTH KIDMAPPED! KIDMAPPED! #SUCHTWEET CBBCNEWSROUND#SUCHTWEET CBBCNEWSROUND [4iP][4iP]
TIM WRIGHT – 15 YEARS - KEY PROJECTS
AGENCY – PAID-FOR CONTENT – - 1.44MB DISK - CD-ROM – WEB 1.0
DOTCOM STARTUP – DIALUP CONTENT – WEB 1.0 – BROADBAND
FREELANCE DIGITAL WRITER – UGC - BLOGS – WAP – WEB 2.0
CROSSPLATFORM BROADCAST – DIGITAL TV + WEB + MOBILE - YOUTUBE
DIGITAL RADIO – NEWS - SOCIAL MEDIA – TWITTER + FACEBOOK - IPLAYER
TRANSMEDIA WRITER – SMARTPHONES – TABLETS - GEOLOCATION
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EXPECT THE DIGITAL MEDIA LANDSCAPE TO CHANGE EVERY 2-3 YEARS
A MOVING TARGET
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“THE ILLITERATE OF THE 21ST CENTURY WILL NOT BE THOSE WHO CANNOT READ AND WRITE, BUT THOSE WHO CANNOT LEARN, UNLEARN, AND RELEARN. ” – Alvin Toffler
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ONLINE CAROLINE
13 YEARS AGO?• 500,000 page impressions/month
• 2,500 emails to Caroline/month
• 100+ ansaphone messages/week
• 66,500 episodes viewed a month
• 7 average page views/episode
• 11,000 hours online in month 1
• £0 marketing spend
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This stuff is REALLY HAPPENING!
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FILM & TELEVISION IS EVERYWHERE
MULTIPLATFORM CONVERGENCE
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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EPISODES, CHANNELS, REMIXES
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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‘BRANDED’ CONTENT
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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‘EMBEDDED’ CONTENT
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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SOCIAL NETWORKING
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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• Lonelygirl15• Kate Modern• Sophia’s DiarySophia’s Diary• Anna’s PhoneAnna’s Phone
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
ONLINE PERSONAS:COMMUNICATION & DIALOGUE
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CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
RIDDLES, PUZZLES & CASUAL GAMES
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OFFLINE ACTIVITY & ARGs
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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BLOG CULTURE
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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PLAYFULNESSPLAYFULNESS
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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DEAR TIM,
DO YOU REMEMBER THE ALLOTMENTS?
I CAN'T PLACE THEM ANYWHERE BUT
OUR UNCLES AND OUR GRANDADS HAD
THEIR SHEDS THERE, WHERE OLD
PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS
FLASKS GAVE OFF A SCENT OF SUGARED MILK.
WE ATE PEAS THERE, FROM THE POD.
“THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”
“OLD MISS SEEWOOD, OVER 150 YEARS OLD AND LIVED BY THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.”
IS THIS MY DAD HARD AT WORK IN THE BRUSH FACTORY AS A LAD, MAYBE?
USER GENERATED CONTENT
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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CRAFTS, DIY & MAKABLESCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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MOBILITY. PROXIMITY.
WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIA
ON THE MOVE
IN YOUR POCKETUP YOUR STREET
CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
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CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
DATA-DRIVEN SYSTEMS & APPLICATIONS
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THE SOFTWARE ENVIRONMENTS & ONLINE SERVICES PEOPLE USE FOR
‘FUN’ ARE BECOMING PROFESSIONALISED
MEDIA (aka SELLING) SPACES
SIGNS OF MATURITY?
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IT’S A MULTIDISCIPLINARY WORLD
ACTORS & PERFORMERSVIDEO PRODUCTION & EDITINGSOUND & MUSIC PRODUCTION
SCRIPTWRITING & EDITINGINTERACTIVE COPYWRITING
2D/3D DESIGN (HTML/GRAPHICS/INTERFACE/BRANDING)FLASH ANIMATION
INTERACTION & GAMES DESIGNMOBILE DEVELOPMENTHTML PROGRAMMING
SERVER PROGRAMMINGMIDDLEWARE PROGRAMMING
TECHNICAL TESTINGUSER TESTING
HOSTING SERVICESSMS SERVICES
SOCIAL MEDIA DEVELOPERsCOMMUNITY MANAGEMENT & MODERATION
SALES & MARKETINGPACKAGING & DISTRIBUTION
FINANCIAL & LEGAL MANAGEMENTPROJECT MANAGEMENT
SIGNS OF MATURITY?
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Project SummaryKey Features
PlatformTarget Market
Visual TreatmentBasic Walkthrough2 x User Scenarios
Sample Script
Cost Summary + Detailed BudgetProject Value/Revenue Opportunities
RightsPast Projects
Production Partners
Resource/Asset ListFunctional SpecTechnical Spec
Software
Web Pitch/Canned Demo
THERE’S A LOT OF DOCUMENTATIONthere will be *many* meetings
SIGNS OF MATURITY?
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TECHNICAL & FUNCTIONAL DETAILbecomes important
– Tech spec: software, hardware to be used.
– Research on existing tools, programmes and technologies
– What is possible now, and in the near future?
– How to manage, organize, to draw /write down the design
– Understanding the flow of the process
– Existing assets & rights
– Project planning, management & structure
SIGNS OF MATURITY?
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HIGH RESOLUTION, HIGH SPEED MEDIAlimits competitor access to mass markets
– HD
– 3D
– SmartTV
– Superfast Broadband
– 4G
– TERRA pixel cameras
SIGNS OF MATURITY?
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PRODUCTION VALUES
SIGNS OF MATURITY?
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TO KNOW YOUR AUDIENCE IS TO OWN THEM
SIGNS OF MATURITY?
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RECRUITMENT
SEARCH
PARTICIPATION
CO-CREATION
CO-OWNERSHIP
ATTENTION
TRACKINGPERSONALISATION
UTILITY
CBBC Newsround
0
20,000
40,000
60,000
80,000
100,000
120,000
01/05 08/05 15/05 22/05 29/05
0.0
2.0
4.0
6.0
8.0
10.0
J F M AM J J A SO N D J F MAM
UK
Int
Time on site(average mins per user per week)
Source: Sage e-metrics20092008
Source: Sage e-metrics
UK Referral data – top 10s
Daily Unique Users (UK) May
Weekly Unique Users (000s)
050
100150200250300350400
30-M
ar27
-Apr
25-M
ay22
-Jun
20-J
ul17
-Aug
14-S
ep12
-Oct
09-N
ov07
-Dec
04-J
an01
-Feb
01-M
ar29
-Mar
26-A
pr24
-May
UKInternational
May 2009 Average Weekly Unique Users Average Weekly Page Views Monthly Page Views UK:
241,548 1,442,0906,324,296
International: 122,709 554,5082,417,815
Top Referring URLs
Rank UK URL Referrals
1news.bbc.co.uk/cbbcnews/default.stm 300002
2news.bbc.co.uk/cbbcnews/hi/games/default.stm 279574
3 news.bbc.co.uk/ 225353
4 search.bbc.co.uk/search 164175
5news.bbc.co.uk/cbbcnews/hi/uk/default.stm 118792
6 news.bbc.co.uk/cbbcnews/ 117487
7news.bbc.co.uk/cbbcnews/hi/world/default.stm 112962
8news.bbc.co.uk/cbbcnews/hi/showbiz/default.stm 100106
9news.bbc.co.uk/cbbcnews/hi/animals/default.stm 91585
10news.bbc.co.uk/cbbcnews/hi/pictures/default.stm 90393
External URLs
Rank UK URL Referrals
1 www.tesco.net 41351
2 www.stumbleupon.com 6586
3 www.facebook.com 4723
4 fronter.com 2675
5 news.google.co.uk 2456
6 www.w3accessibility.com 2026
7 search.virginmedia.com 1555
8 en.wikipedia.org 1548
9 toolbar.google.com 1284
10 search.hp.my.aol.co.uk 1240
Search Engines
Rank Search Engine Searches
1 Google 454717
2 Google-Images 167793
3 BBC 164632
4 Yahoo 16605
5 Microsoft Live Search 12703
6 MSN 9410
7 AOL UK 4992
8 MSN-UK 4852
9 Ask UK 4365
10 Google-News United Kingdom 3981
Search Terms
Rank Google Key Word Searches
1 newsround 100352
2 cbbc 27685
3 cbbc+newsround 23818
4 No Keyword 15959
5 bbc+newsround 8292
6 cbbc+games 6911
7 animal+testing 4166
8 cbbc+news 3413
9 news+round 2788
10 newsround+games 2581
SIGNS OF MATURITY?
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DEAR TIM,
DO YOU REMEMBER THE ALLOTMENTS?
I CAN'T PLACE THEM ANYWHERE BUT
OUR UNCLES AND OUR GRANDADS HAD
THEIR SHEDS THERE, WHERE OLD
PICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOS
FLASKS GAVE OFF A SCENT OF SUGARED MILK.
WE ATE PEAS THERE, FROM THE POD.
Audiences can make a MESS. What’s the cost of tidying it up and making it meaningful?
“THIS PARK BENCH LOOKS REMARKABLY LIKE THE ONE IN YOUR FIRST OLDTON PICTURE. I USED TO HANG OUT ON IT WHEN I WAS A BORED TEENAGER WITH NOTHIN BETTER TO DO THAN DRINK CIDER, SMOKE MENTHOLS AND SNOG THE LOCAL BOYS (THERE WAS A BOY CALLED TIM BTW WHO I REALLY FANCIED)”
“OLD MISS SEEWOOD, OVER 150 YEARS OLD AND LIVED BY THE RIVER. SHE CAUGHT ME THROWING STICKS AT HER HORSE CHESTNUT TREE AND INVITED ME IN TO HER COTTAGE. THINKING SHE WAS A WITCH I AGREED.”
IS THIS MY DAD HARD AT WORK IN THE BRUSH FACTORY AS A LAD, MAYBE?
PROBLEMS
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There may be more than one output
on more than one platform for more than one audience.
PROBLEMS
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scheduling programme brands across two or more
channels is complicated
PROBLEMS
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User generated content projects take time to find their shape. How much time have you got?
PROBLEMS
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The format sets the tonefor audience behaviour
PROBLEMS
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Sometimes audiences will trade their content
for ATTENTION rather than MONEY
80% VIEWERS
16% LURKERS
4% PLAYERS
PROBLEMS
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Open standards can give you
REACH
but lose
you
CONTROL
PROBLEMS
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For big companies, letting audience see into their internal processes &
culture is TRICKY but POWERFUL
PROBLEMS
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Content management systems have to work for EVERYONE
PROBLEMS
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big companies often ignore user experience & focus on production or ‘system’ efficiency
PROBLEMS
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SCREENLESS MEDIAis on the increase
PROBLEMS
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MOBILITY. PROXIMITY.
WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIA
WILL CONVERGENCEHAPPEN IN TIME?
PROBLEMS
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do you really have
PERMISSION TO FAIL?
PROBLEMS
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YOU *CAN* DO THIS ON YOUR OWNdevelop an audience and/or a market *before* you pitch
The Author
Hardwareiphone, Flip, VAIO...
Software: HTML, PHP, Ajax, PhotoShop, Java…
Services: Google, Typepad, Paypal, YouTube, Facebook, Twitter...
The Audience!
47 of 12
OPPORTUNITIES
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new kinds of communities, relationships andactivities?
local individuals, communities, trades, hobby groups, stakeholders
walks, workshops & conversation
OPPORTUNITIES
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DIY TV
OPPORTUNITIES
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DIY PERFORMANCE &
PLAYMAKING KITS
• Inhabiting social networking & media
sharing services
• Youtube, Twitter, Facebook, Flickr
• Searching, embedding & remixing thru tags:
#golfonthemoon
• Playing with Lego, Action Man, Golf
Equipment
• Playing in public, flashmobbing, mapping
out play spaces
#GOLFONTHEMOON OPPORTUNITIES
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CURATED EXPERIENCES
OPPORTUNITIES
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THE QUANTIFIED SELF
• Velocity – Distance – Steps – Calories
• Heart Rate – Sweat - Blood Sugar
• Tension/Pressure
• Mood – Happiness – Smile
• Sleep Patterns – Brain Waves
• Proximity – Relative Happiness - Environment
• Gender – Ethnicity - Class
• RISK - REWARD
OPPORTUNITIES
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GLASSES, WATCHES & WEARABLES
OPPORTUNITIES
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THE INTELLIGENT HOME
Electric, Gas, Fridge, Doors, Windows, Movement
Car – Fuel, Distance, Location Media, Seat Adjustment
Pets, Bots & Robots
OPPORTUNITIES
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THE INTELLIGENT FRIDGE
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FRIDGE AS STORYTELLER
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THE PHYSICAL WORLD
• The Vegetable World: Trees & Plants• Edible media/Implants/the Chemical Web• Extreme (and extra-terrestial) environments
OPPORTUNITIES
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#TRANSMEDIACOMPOTE
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GEOMEDIA & the INTERNET of THINGS
ANTIQUE PLAYERS& RECORDERS
OPPORTUNITIES
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MEDIA PRODUCTION IN THE WILD
OPPORTUNITIES
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A NEW KIND OF AUDIENCE CONTRIBUTION: CODE & APPS
OPPORTUNITIES
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A (SELF) PUBLISHING REVOLUTION
OPPORTUNITIES
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• The Book: information/communication
• Virtual/Augmented Reality
• Printing/Replication/Facsimile
WHAT HAPPENS TO REALITY?
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WHAT HAPPENS TO RELATIONSHIPS?
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WHAT HAPPENS TO SOCIETY?
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THE GREAT MEDIA DIVIDE
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ESTABLISHMENT - COUNTERCULTURECONTENT RICH - DATA RICHBIG SCREEN - EMBEDDEDCOMMISSIONED – CROWDSOURCED/FUNDEDIMMERSIVE WORLDS - DIY KITSOUTER SPACE – BODY IMPLANTSOUTER SPACE – BODY IMPLANTS
GET LOST
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INDUSTRIAL MEDIAbut which industry?
TV & FilmRadio
GamesSportMusicWeb Tech
ISPsArts, Theatre & Opera
Advertising & MarketingRetail
EducationLocal Government
Museums, Galleries & HeritageHealth & Wellbeing
Public OrderUrban Planning
Industrial DesignProduct Development
Banking & FinanceScience Research
Science CommunicationAutomotive
Travel & TourismEnergy & Home Management
Charities & NGOs
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Speed of development
Devices not just screens
Sensors
Data not just content
Media as Utility
Personalisation not provision
Context
‘Truthiness’
Measurement (of Attention)
US/Anglo-Saxon Media & Culture
“Acquisition of Talent”
KEY ISSUES FOR BIG MEDIA COMPANIES