Kerrin McNeil @ Transmedia Victoria

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"Behind the Scenes of a Multiplatform Production Company" was presented at www.TransmediaVictoria.net.au, Jan 27th 2011

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  • Slide 7Why Multiplatform Its no longer a build it & they will come world – reality is you have to create content and take it to where the audience is The inner circle shows how our characters communicate to the audience using these platforms – what opportunities do they have to interactOuter circle shows - what are the platforms our audience are already using? Our approach doesn’t support the notion that you can’t break the fourth wall - people think you cant have a behind the scenes video next to a piece of narrative – we’re saying here in this diagram that you can have both The practical can sit next to the narrative
  • Slide 9 Watch Play Share Watch = passive experience like a webseries Play =where the audience are contributing, doing something to gain access to more story, playing a game etcShare=this is where you’re mobilising your fans to spread the word and to own the brand – when they do they will take it to places that you could never go to
  • Slide 10The best story is always told in the best way Multi-platform Campaigns •develop & produce 360º experiences for existing film / TV offerings; •create original (spin-off) concepts; and strategies. Branded Storytelling •deliver entertaining branded content that attracts, engages & retains audiences through bespoke or integrated development; •path to purchase modelling across branded entertainment properties; •create monetization opportunities for brands to integrate into the multi-platform. Originals •design & deliver broadcast quality original content for multi-platform TV and Film; •create stand alone content management tools, casual games and bespoke technologies; •Develop multiplatform experiences that engage an audience in a challenge / task that plays out across real-world and virtual world environments.
  • Slide 11 Running a studio You need to:Know what kind of business you are in- there are many opportunities Balance Innovation with cashflow Develop strategy within a rapidly changing marketplace (and be ready to evolve it!) Deliver quality content on schedule and budget Understand technology enough to understand what you can do with it and manage the people who are using it
  •  Slide 12Business Development •Be clear about the markets you want to work in – territories or sectors •Have a regular presence in those markets – you need to be able to develop relationships face to face – it takes time!! For Hoodlum 5 yrs!! •If you are serious about it, you need to put real costs toward executing a plan •Know your market – research the people who are in it and the developments •Seek assistance to break into those markets (Trade Organisations/ Screen Agencies, Managers, Agents) any intel – you can pick up the phone to anybody in that market and they will help you •Marketing and PR are important – think about entering awards, going to trade and networking events, pursuing press opportunities
  • Slide 13Working with different sectors of the industry •Broadcasters, Media Companies, Studios, Brands, Ad Agencies, Production Companies all looking to produce content for multiple platforms and create transmedia worlds for their brandsThere are also potentially even broader markets as well – many industries and corporate sectors are now looking for transmedia content •Think about partnerships to grow capacity or market reach (being all things to all people may not be possible, look for synergistic relationships that will grow both businesses and give you added capacities) •Know what you are good at as a company (and what you aren’t good at!)  •Think outside the square – flash forward example – re-apply fictional world technology/ solutions you’ve created to real world situations
  •  Slide 14Rights Management •V Important and a lot of opportunities •Consider the rights of both the media you are creating as a producer (so actors, music’s etc) as well as the rights in the overall property •Develop content as multiplatform from the outset –not only creatively a stronger, more integrated product, but it’s also much easier to manage rights. Developing from the outset you can plan what you need and negotiate the rights at the outset as part of the package (much more economical in time and money) •Also consider the rights in the overall work you are producing-Retain rights in that media as you would for work created in any other – you will likely have to share with your financiers however as a producer you want to be incentivised •Technology rights are often treated separately to content rights – be aware of this. If you are outsourcing technology build for someone else to do then you need to control the rights.Be aware that they might try to license you their proprietary system – this might be ok but it might not.  •Be aware they could develop using open source software and you may need to transfer rights in this. •Have someone on your team you can trust who understands technology well. •Make it easy for the Multiplatform elements to be packaged up and on-sold with the other rights for the property. This means the content has to be developed and delivered in such a way that it can be re-used, re-versioned etc for other territories or uses. It’s not as simple as pressing play or delivering a tape – but you CAN pre-plan and pre-deliver these materials. •The possibilities are endless, so you can’t cover everything, however having an agreed plan from the outset allows you to cover most possibilities and saves licensing or buying rights that will be redundant. Rights management is one step closer to not being a service company – any rights you have is an incentive to create and exploit that IP – this is why we’ve always found ways to participateTry to innovate in this area as much as you do in the creative!
  • Side 15TechnologyWhat do you need to know about it? Decide your approach. Do you employ people or hire freelance?Advantages of having in house:developed knowledge over time,the staff learn and grow with the business,are much more vested in the creative outcomes andcan share the success,it’s also more affordable over the long term Disadvantages:You have ongoing costs even when work is low,people’s skills can become stale Freelance advantages:you can hire as you need to and only for as long as you need to,you can hire the best person for the job every time,you only have to pay them for the life of the project!  Disadvantages:your team (can but may not) be less vested in the outcome;it will cost you more money;the skills leave you when a project ends;there is more administration overhead in hiring all the time  Develop relationships with key partner companies who specialize in something you can’t Developing proprietary solutions –significant investment,dangers are technology can become redundant quickly or be replaced by some amazing open source solution.Advantages = you’re developing a valuable asset which, is maintained can be worth a lot to your business. Opportunity right now is that mutiplatform and technology is run by technologists - when creatives TOOL up then the possibilities will be endless!  As a creative it’s your responsibilityto be responsible even if you aren’t creating the technologyAt the moment, if you want to ensure delivery, you are largely responsible for TX!!
  • Slide 16 Emerging Business Models Be part of solving the problems of your audience, clients and partners You need to produce high quality and accessible content in order to monetise it – audiences want more of the characters, the story and the world you’ve created. All are working to develop new opportunities to monetise this contentWork with broadcasters, studios, distributors to create opportunities to monetise:Can ad sales sell it? Give them as many opportunities to sell this stuff – the sooner we train them the faster content will be monetised.Do they understand what it is and why it’s valuable?Is the content of premium value to brands – ie is it Good?Can you demonstrate an audience building strategies or work with your partners to develop one?Can you monetise directly? (micro transactions, paywalls, social media, direct ad sales etc)
  • Kerrin McNeil @ Transmedia Victoria

    1. 1. BEHIND THE SCENES OF A MULTIPLATFORM PRODUCTION COMPANY<br />TRANSMEDIA VICTORIA 2010<br />
    2. 2. We are world leading content creators...<br />
    3. 3. Using technology to make stories irresistible…<br />
    4. 4. Who is Hoodlum?<br />2010 Interactive Media Awards, Television WINNER BEST IN CLASS<br />ITV, ITV.com, Hoodlum, Impossible Pictures<br />PRIMEVAL EVOLVED<br />2009 Global Media Awards WINNER<br />Outstanding Website/Entertainment<br />FIND815<br />2009 Australian Writers Guild AWGIE Awards WINNER<br />FIND815<br />2009 Content and Technology Awards NOMINEE<br />DHARMA WANTS YOU<br />2008 Broadcast Digital Channel Awards WINNER<br />EMMERDALE ONLINE CHANNEL<br />2008 Broadcast Digital Channel Awards NOMINEE<br />SPOOKS INTERACTIVE<br />2008 Horizon Interactive Awards GOLD WINNER<br />EMMERDALE ONLINE CHANNEL<br />2007 MIPCOM Mobile TV/ Internet Awards WINNER<br />Best short form audiovisual entertainment made for internet/ mobile<br />EMMERDALE ONLINE CHANNEL<br />2007 Australian Marketing Awards NOMINEE<br />EMMERDALE ONLINE CHANNEL<br />2007 Pixel Awards NOMINEE<br />EMMERDALE ONLINE CHANNEL<br />2007 Interactive Media Awards OUTSTANDING ACHIEVEMENT<br />EMMERDALE ONLINE CHANNEL<br />2009 Primetime Creative Arts Emmy ® WINNER<br />ABC Entertainment Marketing, Producer’s of LOST, Hoodlum<br />Outstanding Achievement in Interactive Media Programming: Fiction<br />DHARMA WANTS YOU<br />2008 Primetime Creative Arts Emmy ® FINALIST<br />Interactive Media Programming: Fiction<br />FIND815<br />2008 BAFTA Award WINNER<br />Interactivity<br />SPOOKS INTERACTIVE<br />2008 BAFTA Craft Awards WINNER<br />Interactive Innovation, Content<br />SPOOKS INTERACTIVE<br />2008 BAFTA Craft Awards - NOMINEE<br />Interactive Innovation - Content<br />EMMERDALE ONLINE CHANNEL<br />
    5. 5. We work with some of the world’s best known content owners, broadcasters and consumer brands…<br />
    6. 6. … to develop original multi-platform content and experiences around leading international entertainment properties<br />
    7. 7. So why Multiplatform?<br />
    8. 8. We know audiences are ‘moved’ when the content experience is personalised. We put our audience at the heart of everything we do to activate participation<br />
    9. 9. Audiences want to interact with a story in different ways, and our approach to interactivity embraces both passive and active audiences by offering 3 ways to engage with story<br />Mainstream Audience<br />Passive<br />WATCH<br />Audiences watch the story as passive video<br />PLAY<br />Audiences experience the story as interactive gameplay<br />SHARE<br />Audiences share the story across communities<br />Dedicated<br />Fans<br />Active<br />
    10. 10. The best story is always told in the best way<br />Multi-platform Campaigns<br />Branded Storytelling<br />Originals<br />
    11. 11. Running a Multiplatform <br />Production Business<br />
    12. 12. Business Development<br /><ul><li>Develop a strategy and be clear about the markets you are targeting
    13. 13. Have a regular presence in those markets
    14. 14. Know your market
    15. 15. Seek assistance
    16. 16. Building a profile - Marketing and PR important</li></li></ul><li>Working with different sectors <br />Broadcasters<br />Media Companies<br />Studios<br />Brands<br />Agencies<br />Production Companies<br />Consider partnerships to grow capacity<br />Know what you’re good at (and not good at!)<br />Think outside the square<br />
    17. 17. Rights Management<br />Consider underlying rights in the property itself (actors, music etc)<br />Consider rights in the entire property <br /> (which platforms? where and when?)<br />Develop properties as multiplatform from the outset<br />Technology rights often treated separately in deal<br />Have someone on your team who knows technology<br />Make it easy for multiplatform materials to be packaged –it’s not as easy as playing a tape!<br />
    18. 18. Technology <br />How much do you need to know about it?<br />Decide your approach–<br />employ people, hire freelance, contract, or both?<br />Develop relationships with key partners<br />Consider developing proprietary solutions<br />
    19. 19. Emerging Business Models<br />Be part of solving the problems of your audience, clients and partners<br />To be monetised, content needs to be high quality, accessible and find a large audience<br />Work with partners to create opportunities to monetise together:<br /><ul><li>Can ad sales sell it?
    20. 20. Do they understand what it is and why it’s valuable?</li></ul>- Is the content of premium quality?<br /><ul><li>Can you create audience building strategies?
    21. 21. Can you monetise directly?
    22. 22. NUMBERS = MONEY</li></li></ul><li>HOODLUM<br />A NEW WAY TO ENTERTAIN<br />Contact: Kerrin McNeil<br />kerrin@hoodlum.com.au<br />www.hoodlum.com.au<br />

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