digital

Building a world class content sector for the digital age

Mike Dicks

BP : Before pact

Member organisationOver 340 members

Screen based producersFilm, TV, Digital

Free legal and commercial adviceSpecialist team

Negotiating fairer rights For creative producers

LobbyingGovernment, trusts, companies

Support business growthMarkets, training, support

Digital?

it’s not so new....

What do we mean by multi-platform?

Platforms and Narratives

What’s Converging here?

Convergence is a cultural, rather than technological, process. We now live in a world where every story, image, sound, idea, brand and relationship will play itself out across all possible media platforms.

Henry Jenkins, MIT – Convergence Culture

“

”

is it about gadgets?

Is everything becoming interactive?

50+ Million users / $400k Revenue

80 +Million users / $100+ Million revenue

Go mainstream

Multiplatform is merchandising...?

licensing +

$17.5 Billion?

Platforms and Narratives

distributionInteractionPromotionextension

brandstory

TelevisionRadio

Internet (Fixed)Phone (Fixed)

Phone (mobile)

0

50

100

150

200

250

222

188

1212

6

225

170

27

1313

20042009

What are the audience doing?

INVOLVEDPASSIVE

OPE

N

ACCE

SSLI

MIT

ED

ACCE

SS

Who to aim at?

massive passives

gadgetiers

kool kids

2006

2007

Kool KidsPrefer interactive and mobile mediaexperiences and rely heavily on contentsharing and social interaction

GadgeteersDrawn to the latest devices andexperiences and are interested inparticipating and controlling the timeand place of their media experiences

Massive PassivesHistorically content with traditional, “leanback” media experiences; however, nowmore actively following the first moversinto digital media

What works?

Dr Who

Britain from Above

1066

Landshare

Águila Roja (Red Eagle)

Embarrassing Bodies

Castigo Final – (Final Punishment)

The Big Issue

Thumb Wars

Wannabes

What’s next?

Canvas

Who’s buying it?

Who is commissioning? (UK)

Who else?

Who’s making it?

Who owns the customer?

Chain of Contracts #1

Broadcaster

TV Producer Digital Agency

Chain of Contracts #2

Broadcaster

TV Producer Digital Agency

Vehicle

Chain of Contracts #3

Broadcaster

TV Producer

Digital Agency

Chain of Contracts #4

Broadcaster

Digital Producer

The Contracts

plans

define

advice

deals

Lobbying

BBC

New broadcasters?

Standards

Training

Markets