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It's Not TV, It’s Brand Management TV
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Transcript of It's Not TV, It’s Brand Management TV
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It’s Not TV, It’s Brand Management TV By Denise Mann
The Collective Author(s) of the Lost Franchise
Presentation by Zack Renschler
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What is a Show-Runner?
Manage multi-platform “transmedia franchise”
Run the writer’s room Oversee Post-Production (editing,
music) Supervise web content Deal with any other platform
concerning characters and storyline
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Lindelof and Cuse
Best Friends Forever
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A Show-Runner must have…
A high stress tolerance Organizational/ Managing skills A creative thought process “Implicit understanding of the
corporate ethos inherent in creating and selling a successful multiplatform TV brand”
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Cultural Impacts on Production
Heightened Demand
Content vs. Promotion
Authorship
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Heightened Demand
Multiple Roles Networks demand
film quality series Fan Interface High cost of shows
often pairs show-runners with inexperienced writers
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Content vs. Promotion
Successfully create meaningful content that simultaneously tells a story and promotes both the show and other products
Not only have brands in scripts but create a branded entertainment
“Stealth advertising disguised as a story”
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Multi-platforms of LOST
Four official tie-in novelizations Fake Oceanic Airlines and Hanso
Foundation websites Lost Experience- Internet based
game and Lost: Via Domus for consoles
Lost: Missing Pieces mobisodes Mysteries of the Universe webisodes
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Authorship
Media obscures authorship process Cannot limit authorship to just
writer, show-runner, director or even Executive Producer
Horace Newcomb and Robert Alley gave writer-producer title of ‘creative artist’
“Six-pack of executive producers”
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Management of LOST
EP/co-creator/show-runner Lindelof EP/show-runner Cuse EP/co-creator Abrams EP Bryan Burk EP/director Stephen Williams EP/co-creator Leiber
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Problems with Such
Abrams is usually given creative credit even though his biggest recent contribution was writing Season 3 premiere
Leiber is given credit and money for his original, yet unused pilot script
People play off each other and roles are switched
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Live together, Die Alone
-Jack Shepherd, quoted by Cuse when talking about show-running