Future Of Social Media Entertainment

Gary Hayes, Director LAMP@AFTRS & Head of Virtual Worlds, TPFlamp.edu.au - [email protected] - www.personalizemedia.com - www.theprojectfactory.com

the future of social media entertainment - spaa fringe 2008

the future of social media entertainent

mailto:[email protected]


http://www.personalizemedia.com




my talkwhat is sme

audience’s doin it for themselvesinvolve, create, discuss, promote, measure

futures

slideshare.net/hayesg31







Service provider, content producer, strategist, director, web 2.0 ‘generator’•Music Producer, Lecturer, Filmmaker, editor BBC•Interactive Online and Broadband TV - BBC 8 years•Personalisation / standards - TV-Anytime, MPEG•Advanced Media - LAMP•Virtual World Creator•7th Top Blog Media and Marketing Australia (230th worldwide)

My perspective







WHY & WHAT ISSOCIAL MEDIA

ENTERTAINMENT







BROADCAST to

WIRED







Internet 13.7 hours per week vs. 13.3 hours TV

Cross-media activity up: 58% of Australian internet users said they watch TV while online.

“...for the first time ever this was not accompanied by an increase for TV consumption - a possible early warning sign that we are approaching the feared media saturation point.”

Nielsen Onlineʼs 10th Australian Internet and Technology Report.

http://www.marketingcharts.com/television/internet-surpasses-tv-in-australia-mobile-approaches-saturation-point-3976/nielsen-australia-media-consumption-internet-vs-tv-2005-2007jpg/

tipping point...









IBM survey of 2,400 households in the US, UK, Germany, Japan & Australia

19% spending six hours or more per day on PERSONAL Internet usage

66% viewing 1-4 hours of TV per day, versus 60% who reported the same levels of personal Internet usage.

The most popular video destinations are user-generated-content sites: YouTube-like sites are the destination of choice for 39% of respondents.

Where are the eyeballs?

big issue for advertising and on

going funding







significant increase in social virtual worlds







TEDTalks : The Web and TV, a sibling rivalry - Peter Hirshberg (2007)

75% of internet users in USA watch online video - averaging 235 mins a month

Americans viewed more than 11.4 billion videos for a total duration of 558 million hours during the month. July 2008 data from the comScore Video Metrix service

youth TV is becoming irrelevant







WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?

Biggest Decline in Print Advertising in 58 years The Newspaper Association of America have released 2007 figures a week ago showing ad revenues fell by 9.4% to $42 billion compared to 2006.

This is the biggest fall since 1950 when they started to track advertising in print.

On the plus side for “word smiths” online ad revenue grew 18.8% to $3.2 billion in the same period - but online is still a small proportion of print & TV, at the moment but growing exponentially.

more traditional media decline







WHAT MEDIA METAMORPHOSIS IS TAKING PLACE?growth in

social casual and mmorpgs







other surveys show saturation and web stealing

TV time







Professionals view of media on the web?

“Most of the social, sharing

web is utter rubbish” “The internet

and social media is clunky, it doesnʼt

work”

“People just dip in and out – donʼt really engage”

“No one makes any money out of the social web”“None of the

content on there is culturally relevant”

“Advertisers donʼt really take the web very

seriously”

“The web is about information and games not emotion”

“TV and Film will be dominant as long as the

image quality increases”

“Most professionals keep clear of games and

the web”

“Broadcast and Cinema distribution scarcity makes sure the best content

surfaces to the top”

who does not hold at least on of

these views?







YouTube won’t be the only game in town

BBC iPlayer TV peaking at 900,000 per day. Why?

1 technology barriers were removed. One click consumers were into audio or video.

2 Half the BBC's linear programming is online, with aims to make it all available

3 truly multi-platform. IPlayer is available on the iPod Touch, iPhone and Nintendo Wii.

broadcasters do have a part to play in on demand

video







DO WE HAVE TIME FOR EXCUSES?

•“I donʼt have the time (is money) to talk or collaborate with the audience”

•“It is hard enough making the film never mind all this, extra, less meaningful stuff”

•“I want to tell MY story in MY way not theirs”

•“I know what the audience wants better than themselves – I know whatʼs good for them”

make sure your

attitude is not alienating you from your community

of interest







AUDIENCES AREDOIN IT FOR THEMSELVES







Community Created Content (CCC)•84 percent of Australian and 88 percent of New Zealand internet users use Web 2.01 for sharing content such as photos, links and video

Community Consumed Media•83% in Australia and 88% in New Zealand

Community Consumed Video•Around 78 percent of Australians and 76 percent of New Zealanders download and stream audio and video content.

CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION? Nielsen 26 February 2008

remote countries like to

push content into the cloud







services and tools

audiences are using to become participants &

some example ‘produced’ sme







6 months of YouTube = 60 years of TV from top 3 networks!

Around 200,000 three-minute videos added per day equivalent of 385 always-on TV channels.

Kansas State University professor Michael Wesch

how to be heard above the noise - a lot of it







audiences become TV channels...







broadcast live from mobile







even community created

games on PS3







MACHINIMA

this epitomizes the

new social media paradigm







Age of ConanAntics

Armed AssaultBattlefield

Call of Duty 4City of Heroes

CrackdownCrysis

Doom 3EverquestFar CryFEAR

Gears of War

Movie StormNever Winter Nights

RunescapeQuake

Second LifeSpore

Star Wars GalaxiesSuper Smash Bros

The MoviesThe SimsTotal War

UnrealWarhammer

World of Warcraft

Heavenly SwordGrand Theft Auto

Guild WarsHalf-Life

HaloHeavy Metal

Iron ManiCloneJumperLithtech

Max PayneMedal of Honour

Metal Gear

MACHINIMA ENGINES

a synergy between games

creator and avid user - making effectively

promotional movies







8.5 millions views

and there are a lot made - more noise - but again more time away from ‘your’ content







300 days!

this is possible the first new form created by a producing user base







Snaky’s Journal 4 - Winner of the Blizzcon Movie Contest, 2008!

© www.stonefalconproductions.com/

the quality is getting better and

better





http://www.stonefalconproductions.com

http://www.stonefalconproductions.com



sharing portals are not limited to

generics - specialist sharing and peer

review







Real time, international, multi-usercollaborative machinima

Filmed and edited: Gary Hayes

social co-creation, really consider what is

happening here- audience of avatars, performing

avatars, camera (me) all logged in seperately from around the world this is

almost like outside broadcast







51% of visitors say the reason they visit social networking sites, communities and blogs is “to have fun.”

tools to help users manage their

communities







TRUSTʼONOMICS - ʻSocial Currencyʼ

Itʼs not about business - this time itʼs personal

I disagree with Chris Anderson’s

Free! theory - the new currency is about respect

and trust. An agreed value, not imposed -

even free is imposed







A New Social Currency Laurel Papworth talks about your community decides on your value







Social gambling, fantasy but very sticky - image this using real money!







community deciding what projects are

valuable - would this work for your film?







WHAT CAN WELEARN?






the future of social media entertainment - spaa fringe 2008potentially

multiple cycles, different entry

points







INVOLVE

live this stuff - understand it or remain outside







be a part of these communities and grow trust through longevity amongst many other

things!







there.com 0.8m

Habbo Hotel 8m

Kaneva

Second Life 1.2m

Stardoll 12m Nicktropolis 5.5m

Webkinz 3.8m

World of Warcraft 11m

Club Penguin 4m

NeoPets 30m

Mattel Barbie 2.75m (2mts)

SVWs inside gameplay environs - Runescape - 5.5m, World of Warcraft 10m, Gaia Online 3.5m

Sony Home PS3

A World of Social Virtual Worldsput the effort

in to get under the surface of these

new worlds







one of many social virtual

spaces







video of many others







CREATE

creating content culturally (online culture)

relevant







WHY DO YOU DO WHAT YOU DO?

to tell ‘my’ story

vanityproduction

to entertainan audience

to make money

to createsomething

new

to tell the worldabout Australia

to bedifferent

to give people great experiences

to changesociety

to be happy

to createcommunity

to survive

this is how the audience think

too







beyond mono media distribution

consider many new forms








Role of media producers to create compelling immersive entertainment experiences for global audiences

Producer as aggregator of content/curator - creating the conditions to activate audiences

Democratisation of the media

Experience Design









examples of professionally managed sme







take control of actors on the

street







TV shot within virtual worlds







SuperStruct5500 players in 2 weeksCollaborative

future imagineering devised by Jane

McGonigal







a collaborative simulationof a global oil shortage

32 days, 60 000 visitors1800 players 12 countries

the best way to change the future is to play with it first - CNET

apr 2007

Collaborative future imagineering

devised by Jane McGonigal







Australian company Hoodlum leading the way in

SME







Laboratory for Advanced Media Production

Developing links with industry partners

Incubating innovative digital cross platform projects - mobile, broadband PC/TV, IPTV, PVR, MUVEs and beyond

Testbed deployment partners

Development partners including state agencies

International partnerships - AFI (US), European labs, BBC Innovation



Many LAMP projects audience centric SME



Scorched

Scorched learning from

designing basic SME prior to TV tx







Selection of other LAMP SME







Master RaindropPortable Ghosts

Wild ArkThursday’s Fictions

Examples from last Laboratory of Advanced

Media Production Residential







"Alongside it's world renowned TV and Film courses, AFTRS is developing a range of foundational and specialised graduate courses that will explore games, virtual environments and innovative new forms.

They will explore the link between story and participatory applications and how interactive media can be made more 'cinematic' and immersive. At post graduate level it is planning to offer a project based course that encourages pioneering projects and inspires innovation."

AFTRS devising courses that look at

the cross over of worlds and TV and games and film







TV FIGHTS BACK?







Social media TV examples - Cult, The LWord and Spooks







The National IQ TestThe National 2002 TestThe National Relationship TestThe National IQ Test 2003The National QuizThe 2003 TestThe Great British TestThe IQ Test 2004The Popular Music TestThe 2004 TestThe Big Entertainment TestThe 20th Century TestKnow Your English TestHow to Sleep Better

One of the oldest and best iTV formats or templates from BBC, personalized for users but

also allowed national comparison - facebook widget on TV?







DISCUSS

If content falls on the web and no one discusses it - does it exist?







Great example of meaningful discussion (content is queen now) -

triggerstreet.com







PROMOTE







gamejam.org.au

Promotion will work if you are trusted by your peers. Consider

events around content vs only content promotion







MEASURE







Measuring and iteratively changing content is a part of the sustainability

enabled by the web. Monitor or be damned







FUTURES







The instantaneous web, the immersive

web 3.0






media metamorphosis, playability, socialability

Mixed reality, services run parallel and merged in with

each other






media metamorphosis, playability, socialability

Merging of SVWs and TVMixed reality,

services run parallel and merged in with

each other







From audience perspective •content = king•conversation = content (web2)•therefore•conversation = kingThe winners are those who enable the conversation







thank youaftrs.edu.au/virtual

orpersonalizemedia.com

slideshare.net/hayesg31

















http://silkcharm.blogspot.com/2008/09/social-media-monetization-and-revenue.html

Backup slide - Thanks to Laurel

for identifying many revenue streams emerging across

social media







Future Of Social Media Entertainment

Technology

Transcript of Future Of Social Media Entertainment