The End of TV as We Know It & The Birth of Transmedia

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Doug Scott, President, OgilvyEntertainment and Matt Doherty, Transmedia Architect, Ogilvy & Mather Worldwide presented The End of TV as We Know It & The Birth of Transmedia at the 21st Century Storytelling Conference: Content, Context and Conversations sponsored by Microsoft, Ogilvy & BrainJuicer on July 31, 2012 in Chicago.

Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today's complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.

Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought about a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?

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The End of TV as We Know It & The Birth of Transmedia

  1. THE END OF TV AS WE KNOW IT &THE BIRTH OF TRANS MEDIA
  2. FOLLOW US. @DougScottOGILVY @OgilvyEnt DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT @TheMattDoh MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
  3. PART I.THE END OF TV AS WE KNOW IT
  4. LET’S 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 IT’S 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. 12.5MM 6MMTHE 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 STORY THE “SECOND” SCREEN PASSIVEFIXED LIVING ROOM
  29. YOU SAY SECOND SCREEN.
  30. I SAY FIRST
  31. STORYTODAY. DATA THE 1ST SCREEN ACTIVE ANYWHERE
  32. BUT ONE THING IS THE SAME...
  33. YESTERDAY TODAY STORY STORY DATA THE 1ST SCREEN PASSIVE ACTIVEFIXED LIVING ROOM ANYWHERE
  34. YESTERDAY TODAY STORY STORY DATA THE 1ST SCREEN PASSIVE ACTIVEFIXED LIVING ROOM ANYWHERE
  35. YESTERDAY TODAY STORY STORY DATA STORY STORY THE 1ST SCREEN PASSIVE ACTIVEFIXED LIVING ROOM ANYWHERE
  36. Ω λCHAITIN’S CONWAY’S π Pi φ 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 CONTENT PASSIVE 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 reach99MM 11. 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. THERE’S AN AUTHORSHIP CRISIS .
  58. CONSUMERS AREIN CONTROL
  59. AUDIENCE AS CHARACTERSCHARACTERS AS AUDIENCE
  60. INDIVIDUALDUAL-CONTENT COMMUNAL
  61. YEAH, WHAT’S 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. IT’S A MINDSET
  70. A WAY TO RETHINK OUR 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 GAME NARRATIVE TRUTH MECHANICS DESIGN
  74. CULTURAL TRUTH • IDENTIFYING THE STORY’S BEST SELF • CREATING TENSION WITH & WITHIN CONTENT • UNDERSTANDING AUDIENCE’S ACCEPTANCE GAME MECHANICS NARRATIVE DESIGN• NOT GAMIFICATION, USING GAME MECH • BLENDING NARRATIVE TYPES• PLAY = STORY • ROLE OF STORY ELEMENTS• COLLABORATION + COMPETITION • INTERLINK, INTERTWINE STORIES• REWARDING EXPERIENCES • BUILDING IN PARTICIPATION
  75. CULTURAL TRUTH GAME NARRATIVEMECHANICS DESIGN
  76. CULTURAL TRUTH THE CONSTANT S T O RY TRANS MEDIA S T O RY GAME NARRATIVEMECHANICS DESIGN
  77. OUR VARIABLESSCREEN APPROACH GAMIFYING CAMPAIGN TACTICS DISTRIBUTION MULTI SCREEN ROLE-PLAYING TV SPOTS/CINEMA CROSS-CHANNEL COHERENCE TURNS PRINT ON-DEMANDSYNCHRONIZATION TIME RADIO OPEND-SOURCEDCOMPLEMENTARITY PUZZLES PR PAID SIMULTANEITY CATCH-UP DIRECT OWNER VICTORY/LOSS OOH EARNEDSTORY ELEMENTS OFFLINE ONLINE ROLE OF AUDIENCE LINEAR RETAIL SOCIAL PERSONALIZED NON-LINEAR LIVE EVENTS MOBILE CUSTOMIZED ARG THE “LIVING ROOM” ECOMMERCE OPEN-DIALOGUE MYTH-BUILDING MERCHANDISE DATA LEAN-FORWARDOBJECTS/ARTIFACTS ROLE OF ONLINE ROLE OF OFFLINE PARTICIPATION LEVEL CHARACTERS
  78. CULTURAL TRUTH THE VARIABLES S T O RY TRANS MEDIA S T O RY GAME NARRATIVEMECHANICS DESIGN
  79. CULTURAL TRUTH CAMPAIGN TACTICS DISTRI- BUTION ONLINE S T O RY SCREEN TRANS OFFLINE APPROACH MEDIA S T O RY STORY GAMIFYING ELEMENTS GAME ROLE OF NARRATIVEMECHANICS AUDIENCE DESIGN
  80. CULTURAL TRUTH CAMPAIGN TACTICS DISTRI- BUTION ONLINE S T O RY SCREEN TRANS OFFLINE APPROACH MEDIA S T O RY STORY GAMIFYING ELEMENTS GAME ROLE OF NARRATIVEMECHANICS AUDIENCE DESIGN
  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 TRADITIONAL MEDIA MODELWILL NO LONGER EXIST
  84. THERE WILL BEA PRICING MODEL BUILT ON AUDIENCE ENGAGEMENT
  85. PREMIUM CONTENTWILL BE PUSHED TO BRANDED APPLICATIONS RESIDING ACROSS ALL PERSONALIZED CONSUMER SCREENS
  86. WE WILL SEE THE RISE OF MICRO CONTENT...
  87. ...WHICH WILL BEEMBEDDED WITHIN VIDEO AND ACCESSIBLE TO CONSUMERS FOR A MICRO-COST
  88. UTILITY WILLREIGN ON THEVALUE CHAIN
  89. IT’S NOT ABOUT THE SECOND...
  90. IT’S 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 @OgilvyEnt DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT @TheMattDoh MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY

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