the end of tv as we know it & the birth of transmedia
TRANSCRIPT
- 1. THE END OF TV AS WE KNOW IT &THE BIRTHOF TRANS MEDIA
- 2. FOLLOW US.@DougScottOGILVY @OgilvyEntDOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT@TheMattDohMATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
- 3. PART I.THE END OF TV AS WE KNOW IT
- 4. LETS GO WAY BACK.
- 5. RADIO.
- 6. WHAT WAS THE MESSAGE?
- 7. WELL...
- 8. TELEVISION.
- 9. TELEVISION.
- 10. INTERACTIVE.
- 11. STORYTELLING YESTERDAY.
- 12. STORYYESTERDAY. PASSIVE FIXED LIVING ROOM
- 13. STORIES ARE EVOLVING.AND ITS NOTHING NEW.
- 14. THE RECORDING INDUSTRY.
- 15. THE ARTIST THE LABEL THE ALBUM
- 16. 8-TRACK CASSETTE CD MP3
- 17. $0.99
- 18. 12.5MM
- 19. 12.5MM6MMTHE SINGLE THE ALBUM
- 20. DISRUPTIVE INNOVATIONCHANGED EVERYTHING.
- 21. AND THIS SAME DISRUPTION...IS HAPPENING IN THETV INDUSTRY TOO.
- 22. THE TV INDUSTRY.
- 23. THE MEDIA THE NETWORK THE CHANNELCOMPANY
- 24. TV SERIES HULU iTUNES
- 25. AGAIN.DISRUPTIVE INNOVATION.CHANGED EVERYTHING.
- 26. AND STORY IS WHAT HOLDSEVERYTHING TOGETHER.
- 27. SO WHAT DOES THIS MEAN FORENTERTAINMENT TODAY?
- 28. YESTERDAY TODAY STORYTHE SECOND SCREENPASSIVEFIXED LIVING ROOM
- 29. YOU SAY SECOND SCREEN.
- 30. I SAY FIRST
- 31. STORYTODAY. DATA THE 1ST SCREEN ACTIVEANYWHERE
- 32. BUT ONE THING IS THE SAME...
- 33. YESTERDAY TODAY STORYSTORYDATATHE 1STSCREENPASSIVE ACTIVEFIXED LIVING ROOMANYWHERE
- 34. YESTERDAY TODAY STORYSTORYDATATHE 1STSCREENPASSIVE ACTIVEFIXED LIVING ROOMANYWHERE
- 35. YESTERDAY TODAYSTORY STORYDATA STORYSTORYTHE 1STSCREENPASSIVE ACTIVEFIXED LIVING ROOMANYWHERE
- 36. CHAITINS CONWAYS Pi GOLDEN STORY RATIO
- 37. Y = MX + B
- 38. AUDIENCE
- 39. A = TORY
- 40. A= + TELLING
- 41. A= + DIGITAL
- 42. DIGITAL IS THE VARIABLETHAT CAN...
- 43. STATIC CONTENTPASSIVE AUDIENCEINFORMATIVE MESSAGE
- 44. DYNAMIC CONTENTPATICIPATORY AUDIENCEINTERACTIVE MESSAGE
- 45. DIGITAL IS ONLINE + OFFLINE.
- 46. DIGITAL IS SHAPING AUDIENCEBEHAVIOR.
- 47. DIGITAL IS SHAPING AUDIENCEBEHAVIOR. AUDIENCE BEHAVIORIS SHAPING DIGITAL.
- 48. DIGITAL UNLOCKS THEPOTENTIAL TO ENTERTAIN &EMPOWER THE CONSUMER.
- 49. TABLETSBy 2013, the number ofU.S. tablet users isexpected to reach99MM11. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
- 50. MULTI-SCREEN33MM 2 Americanconsumers regularlyengage with multiplescreens simultaneously1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
- 51. SOCIAL40%3 of consumers usesocial media whilewatching TV 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
- 52. GAMING68MM 4 mobile usersare playing games ontheir mobile andtablet devices1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
- 53. AND DIGITAL IS CHALLENGINGOUR INDUSTRY IN WAYS WENEVER EVEN IMAGINED.
- 54. ENTERTAINMENT ISIN ASTATE OFFLUX
- 55. THE NEW REALITY FORENTERTAINMENT.
- 56. NETWORK TVTHE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT,DIGITAL IS DISINTERMEDIATING THE BUSINESS MODELCONSUMERS FOR ALL TYPES OF CONTENTARE THE NEW CHANNELPRODUCERSWORLD FOR THE CONTENT TO LIVE INNEED TO PRODUCE APARTLY DUE TO...
- 57. THERES AN AUTHORSHIP CRISIS .
- 58. CONSUMERS AREIN CONTROL
- 59. AUDIENCE AS CHARACTERSCHARACTERS AS AUDIENCE
- 60. INDIVIDUALDUAL-CONTENTCOMMUNAL
- 61. YEAH, WHATS COMING UP NEXTPRETTY MUCH SUMS IT ALL UP.
- 62. THEOPPORTUNITY
- 63. PART II.THE BIRTH OF TRANSMEDIA
- 64. WHAT IS IT?
- 65. TRANSMEDIA STORYTELLING.
- 66. CONTEXTUALIZED CONTENT
- 67. THE NEWECONOMIC DRIVER
- 68. NO SCIENCE TO TRANSMEDIA
- 69. ITS A MINDSET
- 70. A WAY TO RETHINKOUR STORIES
- 71. THE MINDSET IN A NUTSHELL A STORYWORLD, NOT A STORYLINE MULTI-PLATFORM NOT CROSS-PLATFORM BLURRING ONLINE/OFFLINE THROUGH DIGITAL PARTICIPATORY EXPERIENCES BUILT-IN GAME MECHANICS AUDIENCE DRIVEN NARRATIVE NEW WAYS TO DISTRIBUTE STORIES
- 72. CAMPAIGN COMPETITION MOVEMENT
- 73. CULTURAL GAMENARRATIVE TRUTH MECHANICSDESIGN
- 74. CULTURAL TRUTH IDENTIFYING THE STORYS BEST SELF CREATING TENSION WITH & WITHIN CONTENT UNDERSTANDING AUDIENCES ACCEPTANCEGAME MECHANICSNARRATIVE DESIGN NOT GAMIFICATION, USING GAME MECH BLENDINGNARRATIVE TYPES PLAY = STORY ROLE OF STORY ELEMENTS COLLABORATION + COMPETITION INTERLINK, INTERTWINE STORIES REWARDING EXPERIENCES BUILDING IN PARTICIPATION
- 75. CULTURAL TRUTHGAME NARRATIVEMECHANICS DESIGN
- 76. CULTURAL TRUTH THE CONSTANT S T O RY TRANS MEDIA S T O RYGAMENARRATIVEMECHANICSDESIGN
- 77. OUR VARIABLESSCREEN APPROACH GAMIFYING CAMPAIGN TACTICS DISTRIBUTIONMULTI SCREENROLE-PLAYING TV SPOTS/CINEMACROSS-CHANNEL COHERENCETURNS PRINT ON-DEMANDSYNCHRONIZATIONTIME RADIO OPEND-SOURCEDCOMPLEMENTARITYPUZZLESPR PAIDSIMULTANEITYCATCH-UPDIRECTOWNERVICTORY/LOSS OOH EARNEDSTORY ELEMENTSOFFLINE ONLINE ROLE OF AUDIENCE LINEAR RETAIL SOCIALPERSONALIZED NON-LINEARLIVE EVENTS MOBILE CUSTOMIZED ARGTHE LIVING ROOM ECOMMERCEOPEN-DIALOGUEMYTH-BUILDING MERCHANDISE DATA LEAN-FORWARDOBJECTS/ARTIFACTSROLE OF ONLINEROLE OF OFFLINE PARTICIPATION LEVEL CHARACTERS
- 78. CULTURAL TRUTHTHE VARIABLES S T O RY TRANS MEDIA S T O RYGAMENARRATIVEMECHANICSDESIGN
- 79. CULTURALTRUTHCAMPAIGN TACTICSDISTRI-BUTIONONLINES T O RY SCREEN TRANSOFFLINEAPPROACHMEDIAS T O RY STORY GAMIFYING ELEMENTSGAME ROLE OF NARRATIVEMECHANICS AUDIENCEDESIGN
- 80. CULTURALTRUTHCAMPAIGN TACTICSDISTRI-BUTIONONLINES T O RY SCREEN TRANSOFFLINEAPPROACHMEDIAS T O RY STORY GAMIFYING ELEMENTSGAME ROLE OF NARRATIVEMECHANICS AUDIENCEDESIGN
- 81. BRANDS SHOULD BE THINKING...HOW TO CONTEXTUALIZE THEMSELVESMESH MEDIA TO INVITE THE CONSUMER INTO THE EXPERIENCECREATE ENTERTAINMENT VIA CO-CREATION OR ORIGINAL PRODUCTIONBUILD CULTURAL EQUITYPROVIDE UTILITYFACILITATE AUDIENCE DRIVEN NARRATIVESHAVE OWNERSHIP OF CONTENT
- 82. PREDICTIONS
- 83. THE TRADITIONALMEDIA MODELWILL NO LONGER EXIST
- 84. THERE WILL BEA PRICING MODELBUILT ON AUDIENCEENGAGEMENT
- 85. PREMIUM CONTENTWILL BE PUSHED TO BRANDEDAPPLICATIONS RESIDING ACROSS ALL PERSONALIZEDCONSUMER SCREENS
- 86. WE WILL SEE THE RISE OF MICRO CONTENT...
- 87. ...WHICH WILL BEEMBEDDED WITHIN VIDEOAND ACCESSIBLE TO CONSUMERS FOR A MICRO-COST
- 88. UTILITY WILLREIGN ON THEVALUE CHAIN
- 89. ITS NOT ABOUT THE SECOND...
- 90. ITS ABOUT THE INSTANT
- 91. PORTALS TO IMMERSIVESTORYWORLDS WILL QUESTIONWHAT IS REAL...
- 92. WE WILL SEE CONTENT SHAPED BYTHE POWER OF HUMAN ALGORITHMS
- 93. OURINTERACTIONSWILL BEBRANDED
- 94. CREATIVE BOUNDARIESWILL PUSH TECH-PLOITATION
- 95. STORY IS OUR CONSTANT.TELLING IS OUR VARIABLE.
- 96. ENABLED BY DISRUPTIVEINNOVATION, PROVIDING USWITH A NEW SET OFCREATIVE TOOLS.
- 97. AND THE FIRST SCREENPROVIDES A PARTICIPATORYEXPERIENCE THAT BECOMESA PART OF US ALL.
- 98. RU A STORY?OR A TELLER?
- 99. TELL US.@DougScottOGILVY @OgilvyEntDOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT@TheMattDohMATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY