Masterclass: Tools ofthe Cross-Media TradeAnita OndineMerging+MediaVancouver, CanadaOctober 28, 2010
@anitaondine#mergingmedia10
Agenda• Definitions• Creative frameworks• New business paradigms• Copyright / legal advice• Conclusion
console games                     television                                                              telephone       ...
Telling a story... or many stories        that exist beyond a single screen     No borders            No boundariesUsing m...
For the audience to enter the         storyworld   Participate in it...        And influence it... Definitions Audience Part...
Creative Frameworks• Development questions• Media architecture• Unified storyworld• Annotated scripts• Game mechanics• Rele...
Development Questions• What are you creating?  ‣ core concept / theme /  premise  ‣ ideal way to  communicate  ‣ look & fe...
television          games         film                                                        telephoneweb                ...
television          games         film                                                        telephone                   ...
Annotated Scripts• Different story forms• Unified by theme/character/context...storyworld• Connected using hooks• Designed ...
Creative frameworks Alternate Story Paths
Geolocational                             Social Connections   Awareness                   IncentivesCelebrity Access     ...
Creative frameworks Releasing schedule
Evangelists   EngagedCasual          Creative frameworks Participation pyramid
New business paradigms• Social entertainment• Content distribution &consumption trends• Upstream funding• Downstream funding
Game Mechanics /   Story / Narrative      Participation              Social / CommunityNew business paradigms Social enter...
passive          interactive     participatory                                        Twitter                             ...
multiple       scheduled         repeats          asynchronous                                                 digital    ...
Upstream funding• Investors / banks• Taxpayers / government• Industry / brand sponsorship• Producers / own pocket• Users  ...
Downstream funding• Expanded market reach• Ad revenues• App sales• Subscription• Virtual goods• ‘Pay per’ models
Japan                 USA                                               AustraliaSouth Africa                         Cana...
Copyright & Legal Advice• Copyright issues• Psychology of spend• Premium prices forpremium services  ‣ broadcasters  ‣ cro...
Copyright issues• Multiple copyrights  ‣ each story?  ‣ each platform?  ‣ format rights?• Bundle of rights• Chain of title...
Psychology of Spend• Give it away for free• Make it easy for people topay• Premium prices forpremium services  ‣ speed  ‣ ...
Market conditions         Audience behaviour                    Technology innovation           Conclusion    The perfect ...
“You must build the life   you want to live in.”   Rozh Mutabchi
Thank you &stay in touchTwitter: anitaondineFacebook: Anita OndineLinkedin: Anita Ondine SmithE: anita@anitaondine.com
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Anita ondine toolsofthecross-mediatrade_merging+media_oct2010

  1. 1. Masterclass: Tools ofthe Cross-Media TradeAnita OndineMerging+MediaVancouver, CanadaOctober 28, 2010
  2. 2. @anitaondine#mergingmedia10
  3. 3. Agenda• Definitions• Creative frameworks• New business paradigms• Copyright / legal advice• Conclusion
  4. 4. console games television telephone web merchandiseCross-Media ARGs live events Multiplatform mobile appsTransmedia... Definitions What does it all mean?
  5. 5. Telling a story... or many stories that exist beyond a single screen No borders No boundariesUsing multiple media platforms & story forms Definitions Transmedia
  6. 6. For the audience to enter the storyworld Participate in it... And influence it... Definitions Audience Participation
  7. 7. Creative Frameworks• Development questions• Media architecture• Unified storyworld• Annotated scripts• Game mechanics• Releasing schedule• Participation pyramid
  8. 8. Development Questions• What are you creating? ‣ core concept / theme / premise ‣ ideal way to communicate ‣ look & feel ‣ target audience ‣ motivation and rewards
  9. 9. television games film telephoneweb merchandise ARGs social media live events mobile apps Creative frameworks Media architecture
  10. 10. television games film telephone STORYweb merchandise ARGs social media live events mobile apps Creative frameworks Unified storyworld
  11. 11. Annotated Scripts• Different story forms• Unified by theme/character/context...storyworld• Connected using hooks• Designed from page 1 ofthe screenplay to functionas a fully integratedtransmedia experience
  12. 12. Creative frameworks Alternate Story Paths
  13. 13. Geolocational Social Connections Awareness IncentivesCelebrity Access Social Status Red Herrings Solve a Mystery Rewards Win a prize Leader boards Creative Frameworks Game Mechanics
  14. 14. Creative frameworks Releasing schedule
  15. 15. Evangelists EngagedCasual Creative frameworks Participation pyramid
  16. 16. New business paradigms• Social entertainment• Content distribution &consumption trends• Upstream funding• Downstream funding
  17. 17. Game Mechanics / Story / Narrative Participation Social / CommunityNew business paradigms Social entertainment
  18. 18. passive interactive participatory Twitter internet ubiquity mobile UGC apps itv / digital games television books cable plenitude television dvd television scarcity cinemaPassive > Participatory
  19. 19. multiple scheduled repeats asynchronous digital ubiquity mobile digital apps ebooks networked internet iplayer itv / digital television digital / hard games cable television copy dvd television books hard copy cinemaScheduled > Asynchronous
  20. 20. Upstream funding• Investors / banks• Taxpayers / government• Industry / brand sponsorship• Producers / own pocket• Users ‣ broadcasters ‣ crowd sourcing ‣ advance purchase
  21. 21. Downstream funding• Expanded market reach• Ad revenues• App sales• Subscription• Virtual goods• ‘Pay per’ models
  22. 22. Japan USA AustraliaSouth Africa Canada China United Kingdom India New business paradigms Geographic reach
  23. 23. Copyright & Legal Advice• Copyright issues• Psychology of spend• Premium prices forpremium services ‣ broadcasters ‣ crowd sourcing ‣ advance purchase
  24. 24. Copyright issues• Multiple copyrights ‣ each story? ‣ each platform? ‣ format rights?• Bundle of rights• Chain of title• You cannot stop peoplecopying a digital file
  25. 25. Psychology of Spend• Give it away for free• Make it easy for people topay• Premium prices forpremium services ‣ speed ‣ quality ‣ exclusivity ‣ experience
  26. 26. Market conditions Audience behaviour Technology innovation Conclusion The perfect storm
  27. 27. “You must build the life you want to live in.” Rozh Mutabchi
  28. 28. Thank you &stay in touchTwitter: anitaondineFacebook: Anita OndineLinkedin: Anita Ondine SmithE: anita@anitaondine.com

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