Multi-platform – WTF?
A rambling guide to what I think it means with some examples of good stuff,
some stories and some pictures.
Mike Dicks
bleedinedge

keywords:
multi-platform, production,
convergence, teams, games,
online, commissioning,
market, digital, web 2.0,
mobile, examples, my work,
structure

previous stuff

current stuff
TEMPTING FATES

multi-platform

Convergence
“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 : kit?

this?

Will everything be interactive?
OPEN
KOOL KIDS
CONTENT ACCESS
GENERATION GADGETIERS
CHASM?
MASSIVE
PASSIVES 2012
2006
LIMITED
PASSIVE INVOLVED
CONSUMER MEDIA CONTROL
SOURCE:

Web 2.0

Tools:

Carrier or distributor?

multi-platform production process

The team

Battlefront (C4 – UK)

Battlefront (C4 – UK)

Big Art Mob (C4 – UK)

Bryony makes a Zombie Movie (BBC – UK)

Bryony makes a Zombie Movie (BBC – UK)
Over 500,000 Youtube views
Brazil and India – large markets
75k online budget

Obama Speech (CNN/Facebook – World)

Britain from Above (BBC – UK)

Britain from Above (BBC – UK)

iProphesy (Vision TV – Canada)

iProphesy (Vision TV – Canada)

Die Deutschen (ZDF – Germany)

Die Deutschen (ZDF – Germany)

Landshare (C4-UK)

Last Chance to See

Kirill (MSN - WORLD)

Kirill

World Without Oil (PBS / Writer Guy)

Lucy Willis, Battlefront
Definitely a sharp learning curve. Took a while for the two cultures (digital and TV) to
understand the language and working practices of the other.
Schedules and delivery more fluid in the digital world and more likely to slip. Took a while for the
TV part of the partnership to realize this was normal working practice in digital, as was
amending the site as you go and accepting that not all functionality would work
perfectly first time.
Moving forward we would still work with a digital agency but would have a digital producer
working within Raw he is immersed in the 'digital culture' and 'speaks the language'.
On battlefront we budgeted for the site editor to come from the digital agency but we would
have them in house at Raw
definitely next time and we would be involved and
run more of the content management. Most of the uploading was done by the digital agency, but next
time round we would consider doing this ourselves.
We would also thing much more carefully about the marketing side of the project and on the quality
of the seeders who are crucially important in building the community around the on-line part of
the project.

Who is commissioning?