Online Strategy Workshop <ul><li>March 1, 2011 </li></ul>
Introduction <ul><li>Who are we?  </li></ul><ul><li>What do we do? </li></ul>
Introduction: Multi-Platform <ul><li>Traditional broadcast model breaking down, time shifted viewing </li></ul><ul><li>Con...
<ul><li>Source:   http://consumers.ofcom.org.uk/2010/08/tv-phones-and-internet-take-up-almost-half-our-waking-hours / </li...
Examples: Lion Television Britain from Above Emmy Award winning website for BBC. Brief was to redefine the documentary onl...
Examples: Lion Television Horrible Histories Website, video and games for CBBC.  Multi-episode game with live action on 3-...
Examples: UK Market Fish Fight Campaign off the back of Channel 4 programmes created by Keo Films. Exceeded targets in Wee...
Multiplatform Hits
What’s new
What’s new (2)
Golden Rules of Multi-Platform Development <ul><li>Passion </li></ul><ul><li>Nobody knows </li></ul><ul><li>Respect techno...
Golden Rules of Multi-Platform Development <ul><li>Map Platforms </li></ul><ul><li>Ecosystem </li></ul><ul><li>Roadmap </l...
Golden Rules of Multi-Platform Production <ul><li>Multidisciplinary teams Physically locate teams near each other Have one...
Example Document BaseCamp
Golden Rules of Multi-Platform Production <ul><li>Teaming agreements Be clear on relationships i.e. sub-contractor or part...
Golden Rules of Multi-Platform Production <ul><li>Schedules No one platform is more important than the other  All deadline...
Example Document Master Schedule
Example Document Content Management System
Golden Rules of Multi-Platform Production <ul><li>Workflow Spend time at the start of the project planning workflow Consid...
Example Document TV and Web Project - Post Production Workflow HD tapes Editshare / Unity GFX Music Archive Titles Offline...
Golden Rules of Multi-Platform Production <ul><li>20:80 Rule 20% for launch, 80% updating and amending during beta phase O...
Who’s Who: TV and Interactive teams <ul><li>Executives (TV, Web) </li></ul><ul><li>Researchers, Producers </li></ul><ul><l...
Example Document Wireframe of page
Example Document Site map
Contact <ul><li>Kirsty Hunter @Kirsty_Hunter (Twitter) formerly  </li></ul><ul><li>Head of Interactive Lion Television Web...
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AIDC Multiplatform Presentation

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Online Strategy Workshop at AIDC presentation by Kirsty Hunter and Jennifer Wilson, Session Producer Veronica Sive, AIDC February 2011, Adelaide, Australia

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AIDC Multiplatform Presentation

  1. 1. Online Strategy Workshop <ul><li>March 1, 2011 </li></ul>
  2. 2. Introduction <ul><li>Who are we? </li></ul><ul><li>What do we do? </li></ul>
  3. 3. Introduction: Multi-Platform <ul><li>Traditional broadcast model breaking down, time shifted viewing </li></ul><ul><li>Consumers wanting more choice, involvement, interaction </li></ul><ul><li>Content across multiple platforms </li></ul><ul><li>Embryonic industry </li></ul>
  4. 4. <ul><li>Source: http://consumers.ofcom.org.uk/2010/08/tv-phones-and-internet-take-up-almost-half-our-waking-hours / </li></ul>
  5. 5. Examples: Lion Television Britain from Above Emmy Award winning website for BBC. Brief was to redefine the documentary online. www.bbc.co.uk/britainfromabove America Revealed PBS’ biggest show of 2011. Major website planned; taking Britain from Above and moving it forward focussing on mapping, UGC, data mashups and visualizations. Working closely with PBS Education and local stations. Educational project in the U.S., spin-off of popular PBS series History Detectives. Creating a social network for high school students to conduct historical investigations. They can blog, post, share their work. http://www.hdlab.us
  6. 6. Examples: Lion Television Horrible Histories Website, video and games for CBBC. Multi-episode game with live action on 3-D environments. Collaborating with Littleloud. Since launch in August 2009, 23million+ page views www.bbc.co.uk/cbbc/horriblehistories History Detectives Adult and children’s website for PBS. Includes UGC Investigations, full length video, original video, Twitter parties around TX, highly-engaged Facebook group. www.pbs.org/historydetectives Victo rian Farm - Christmas Series Site accompanying BBC Two series based on mega hit Victorian Farm - includes 25 specially shot films about How to Have a Victoria Christmas www.bbc.co.uk/victorianchristmas/ Educational project in the U. S., spin-off of popular PBS serie s History Detectives. Creating a social network for high school students to conduct historical investigations. They can blog, post, share their work. http://www.hdlab.us
  7. 7. Examples: UK Market Fish Fight Campaign off the back of Channel 4 programmes created by Keo Films. Exceeded targets in Week 1. http://www.fishfight.net / Embarassing Bodies BAFTA winning website, redefined patient experience, parlayed into major NHS pilot. www.channel4embarrassingil lnesses.com / Sexperience Video encycl opedia of sexual experience: multiple perspectives of common sex questions. Mint Digital/Cheetah. http://sexperienceuk.channel4.com/
  8. 8. Multiplatform Hits
  9. 9. What’s new
  10. 10. What’s new (2)
  11. 11. Golden Rules of Multi-Platform Development <ul><li>Passion </li></ul><ul><li>Nobody knows </li></ul><ul><li>Respect technology </li></ul><ul><li>Feasible vs Good </li></ul><ul><li>What can help you in your life? </li></ul>
  12. 12. Golden Rules of Multi-Platform Development <ul><li>Map Platforms </li></ul><ul><li>Ecosystem </li></ul><ul><li>Roadmap </li></ul>
  13. 13. Golden Rules of Multi-Platform Production <ul><li>Multidisciplinary teams Physically locate teams near each other Have one senior staffer i.e. Series Producer who sits across all platforms Share roles/assets across platforms i.e. Archive producer, aerials, CGI, branding </li></ul><ul><li>Communication Regular team meetings BaseCamp or similar project management space Email Group Joint briefing of third parties i.e. Titles, Graphics, Archive </li></ul>
  14. 14. Example Document BaseCamp
  15. 15. Golden Rules of Multi-Platform Production <ul><li>Teaming agreements Be clear on relationships i.e. sub-contractor or partner Teaming agreements from outset clarify budget, responsibilities etc </li></ul><ul><li>Relationship with client/broadcaster/publisher/brand Regular project meetings with all stakeholders including Marketing, Publicity, Channel Promotion, Book Publishers. Clarify sign off process i.e. overall executive in charge </li></ul>Download from: http://www.pact.co.uk/uploads/file_bank/asset_3200.pdf
  16. 16. Golden Rules of Multi-Platform Production <ul><li>Schedules No one platform is more important than the other All deadlines are created equal. Usually web deadlines will come first Production managers shared across platforms </li></ul><ul><li>Deliverables Can’t presume online deliverables will be same as TV Often no need for masters just electronic delivery of files Back up to data DVD Deliver CMS or similar so client can continue to update site after handover Clear for all media in perpetuity for archive Get buyouts where possible for secondary market distribution e.g. Joost </li></ul>
  17. 17. Example Document Master Schedule
  18. 18. Example Document Content Management System
  19. 19. Golden Rules of Multi-Platform Production <ul><li>Workflow Spend time at the start of the project planning workflow Consider end deliverables Operate off EditShare or similar Share projects Test encodes for client </li></ul><ul><li>Asset Management Share all assets from research, scheduling and scripts to rushes, logs and archives Use BaseCamp or central database to store assets Combine TV/Interactive budgets from outset to benefit from economies of scale </li></ul>
  20. 20. Example Document TV and Web Project - Post Production Workflow HD tapes Editshare / Unity GFX Music Archive Titles Offline Offline Offline Offline Online / Audio Mix Sorenson Squeeze Server / CMS Tape Masters Client / Broadcaster Digitise at 1:1 to avoid unnecessary onlines for web material Share projects across multiple edit suites Export, Compress for Web Conform, Audio Mix, Grade FTP HD Masters, Clone for Archival Raw Assets Central Storage Asset creation Asset finalisation Delivery
  21. 21. Golden Rules of Multi-Platform Production <ul><li>20:80 Rule 20% for launch, 80% updating and amending during beta phase Opposite to traditional production model </li></ul><ul><li>Innovation not Derivation Each new project should move industry forward Evolution of technology, ideas, content creation </li></ul><ul><li>Realities Brave New World Exciting but use common sense Partner with industry leaders i.e. gaming companies, digital agencies, technology companies Use existing tools to enhance project i.e. Flickr, YouTube, Google Maps </li></ul>
  22. 22. Who’s Who: TV and Interactive teams <ul><li>Executives (TV, Web) </li></ul><ul><li>Researchers, Producers </li></ul><ul><li>Production Managers, Co-ordinators </li></ul><ul><li>Editors </li></ul><ul><li>Graphics </li></ul><ul><li>DoP, Sound Recordist </li></ul><ul><li>Art Director / Head of Content </li></ul><ul><li>Producers, Writers, </li></ul><ul><li>Project Manager / Co-ordinators </li></ul><ul><li>Video, Technical Developers, Information Architects </li></ul><ul><li>Graphic Designers, Flash Developers </li></ul><ul><li>Moderators, Usability testers </li></ul>
  23. 23. Example Document Wireframe of page
  24. 24. Example Document Site map
  25. 25. Contact <ul><li>Kirsty Hunter @Kirsty_Hunter (Twitter) formerly </li></ul><ul><li>Head of Interactive Lion Television Web: www.liontv.co.u k </li></ul><ul><li>now </li></ul><ul><li>UK Managing Director, The Project Factory Email: [email_address] </li></ul>
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