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

THE END OF TV AS WE KNOW IT &THE BIRTH OF TRANS MEDIA

FOLLOW US. @DougScottOGILVY @OgilvyEnt DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT @TheMattDoh MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY

PART I.THE END OF TV AS WE KNOW IT

LET’S GO WAY BACK.

RADIO.

WHAT WAS THE MESSAGE?

WELL...

TELEVISION.

“INTERACTIVE.”

STORYTELLING YESTERDAY.

STORYYESTERDAY. PASSIVE FIXED LIVING ROOM

STORIES ARE EVOLVING.AND IT’S NOTHING NEW.

THE RECORDING INDUSTRY.

THE ARTIST THE LABEL THE ALBUM

8-TRACK CASSETTE CD MP3

12.5MM

12.5MM 6MMTHE SINGLE THE ALBUM

DISRUPTIVE INNOVATIONCHANGED EVERYTHING.

AND THIS SAME DISRUPTION...IS HAPPENING IN THETV INDUSTRY TOO.

THE TV INDUSTRY.

THE MEDIA THE NETWORK THE CHANNELCOMPANY

TV SERIES HULU iTUNES

AGAIN.DISRUPTIVE INNOVATION.CHANGED EVERYTHING.

AND STORY IS WHAT HOLDSEVERYTHING TOGETHER.

SO WHAT DOES THIS MEAN FORENTERTAINMENT TODAY?

YESTERDAY TODAY STORY THE “SECOND” SCREEN PASSIVEFIXED LIVING ROOM

YOU SAY SECOND SCREEN.

I SAY FIRST

STORYTODAY. DATA THE 1ST SCREEN ACTIVE ANYWHERE

BUT ONE THING IS THE SAME...

YESTERDAY TODAY STORY STORY DATA THE 1ST SCREEN PASSIVE ACTIVEFIXED LIVING ROOM ANYWHERE

YESTERDAY TODAY STORY STORY DATA STORY STORY THE 1ST SCREEN PASSIVE ACTIVEFIXED LIVING ROOM ANYWHERE

Ω λCHAITIN’S CONWAY’S π Pi φ GOLDEN STORY RATIO

Y = MX + B

AUDIENCE

A = TORY

A= + TELLING

A= + DIGITAL

DIGITAL IS THE VARIABLETHAT CAN...

STATIC CONTENT PASSIVE AUDIENCEINFORMATIVE MESSAGE

DYNAMIC CONTENTPATICIPATORY AUDIENCEINTERACTIVE MESSAGE

DIGITAL IS ONLINE + OFFLINE.

DIGITAL IS SHAPING AUDIENCEBEHAVIOR.

DIGITAL IS SHAPING AUDIENCEBEHAVIOR. AUDIENCE BEHAVIORIS SHAPING DIGITAL.

DIGITAL UNLOCKS THEPOTENTIAL TO ENTERTAIN &EMPOWER THE CONSUMER.

TABLETSBy 2013, the number ofU.S. tablet users isexpected to reach99MM 11. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore

MULTI-SCREEN33MM 2 Americanconsumers regularlyengage with multiplescreens simultaneously1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore

SOCIAL40%3 of consumers usesocial media whilewatching TV 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore

GAMING68MM 4 mobile usersare playing games ontheir mobile andtablet devices1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore

AND DIGITAL IS CHALLENGINGOUR INDUSTRY IN WAYS WENEVER EVEN IMAGINED.

ENTERTAINMENT ISIN ASTATE OFFLUX

THE NEW REALITY FORENTERTAINMENT.

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...

THERE’S AN AUTHORSHIP CRISIS .

CONSUMERS AREIN CONTROL

AUDIENCE AS CHARACTERSCHARACTERS AS AUDIENCE

INDIVIDUALDUAL-CONTENT COMMUNAL

YEAH, WHAT’S COMING UP NEXTPRETTY MUCH SUMS IT ALL UP.

THEOPPORTUNITY

PART II.THE BIRTH OF TRANSMEDIA

WHAT IS IT?

TRANSMEDIA STORYTELLING.

CONTEXTUALIZED CONTENT

THE NEWECONOMIC DRIVER

NO SCIENCE TO TRANSMEDIA

IT’S A MINDSET

A WAY TO RETHINK OUR STORIES

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

CAMPAIGN COMPETITION MOVEMENT

CULTURAL GAME NARRATIVE TRUTH MECHANICS DESIGN

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

CULTURAL TRUTH GAME NARRATIVEMECHANICS DESIGN

CULTURAL TRUTH THE CONSTANT S T O RY TRANS MEDIA S T O RY GAME NARRATIVEMECHANICS DESIGN

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

CULTURAL TRUTH THE VARIABLES S T O RY TRANS MEDIA S T O RY GAME NARRATIVEMECHANICS DESIGN

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

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

PREDICTIONS

THE TRADITIONAL MEDIA MODELWILL NO LONGER EXIST

THERE WILL BEA PRICING MODEL BUILT ON AUDIENCE ENGAGEMENT

PREMIUM CONTENTWILL BE PUSHED TO BRANDED APPLICATIONS RESIDING ACROSS ALL PERSONALIZED CONSUMER SCREENS

WE WILL SEE THE RISE OF MICRO CONTENT...

...WHICH WILL BEEMBEDDED WITHIN VIDEO AND ACCESSIBLE TO CONSUMERS FOR A MICRO-COST

UTILITY WILLREIGN ON THEVALUE CHAIN

IT’S NOT ABOUT THE SECOND...

IT’S ABOUT THE INSTANT

PORTALS TO IMMERSIVESTORYWORLDS WILL QUESTIONWHAT IS REAL...

WE WILL SEE CONTENT SHAPED BYTHE POWER OF HUMAN ALGORITHMS

OURINTERACTIONSWILL BEBRANDED

CREATIVE BOUNDARIESWILL PUSH TECH-PLOITATION

STORY IS OUR CONSTANT.TELLING IS OUR VARIABLE.

ENABLED BY DISRUPTIVEINNOVATION, PROVIDING USWITH A NEW SET OFCREATIVE TOOLS.

AND THE FIRST SCREENPROVIDES A PARTICIPATORYEXPERIENCE THAT BECOMESA PART OF US ALL.

RU A STORY?OR A TELLER?

TELL US. @DougScottOGILVY @OgilvyEnt DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT @TheMattDoh MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY

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

by Ogilvy & Mather on Aug 15, 2012

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