Transformat lab presentation

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Talk given to participants in the European Media Programme's Transmedia Lab at Newport College, June 2012

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  • It ’s a truism that our communications environment is changing. It was ever thus: all ‘old’ media were new media once1. But there is something special about our present situation at the beginning of the 21st century. The combination of digital convergence, personal computing and global networking seems to have ratcheted up the pace of development and is giving rise to radical shifts in the environment. Because we are living through this upheaval, it is difficult to take the long view of it. Our problem is not that we are short of data, or even of information; au contraire, we are awash with it, as companies and governments turn to consultants and market researchers for enlightenment or guidance. But the resulting glut of information doesn’t seem to be making us much wiser. Indeed our current state might be best described as one of ‘informed bewilderment’. My task is to try to sketch the current media landscape in which we are developing Crossover as a project and try to anticipate what creative businesses now need to do to in order to survive the transition from analogue and physical to the digital world and to flourish in both terms: creatively and as businesses.
  • Labs provide an opportunity for experimentation with content and applicatons Some 25 Labs since 1997, for independents, for the BBC, in the UK, other European countries and in Australia. Outcomes include projects, new ideas, new ways of working, networking, businesses.
  • The creative businesses of the future will be agnostic so far as distribution channels are concerned; their creative and commercial activity will no longer be confined to a single “silo”. We will see a much greater level of innovation and a more holistic approach to the creation and development of content. Convergence will no longer primarily be about technology platforms, but about the creation of the content itself, and the monetization of that content. Right now, on-line production, for example, still draws heavily on the skills of specialist companies, but this is changing as on-line becomes more mainline and integrated. The creative businesses of the future will no longer be defined by any particular sector of media; they will simply be companies with really good creative people working across as many areas as they can.
  • 30 projects, 12 commissions Universal feedback was that the process was as/more important than the outcome BBC commissioners love it as a way of working with indies Great way of developing real mutual understanding: quality time leads to quality ideas Knowledge and understanding, fun Definitely go for it next year. Want to scale up but to retain quality of interaction and quality of outcome. Wants to have national brief but difficulty with regional funding. Want to lock down RDAs to work with over the next month or so.
  • 30 projects, 12 commissions Universal feedback was that the process was as/more important than the outcome BBC commissioners love it as a way of working with indies Great way of developing real mutual understanding: quality time leads to quality ideas Knowledge and understanding, fun Definitely go for it next year. Want to scale up but to retain quality of interaction and quality of outcome. Wants to have national brief but difficulty with regional funding. Want to lock down RDAs to work with over the next month or so.
  • 30 projects, 12 commissions Universal feedback was that the process was as/more important than the outcome BBC commissioners love it as a way of working with indies Great way of developing real mutual understanding: quality time leads to quality ideas Knowledge and understanding, fun Definitely go for it next year. Want to scale up but to retain quality of interaction and quality of outcome. Wants to have national brief but difficulty with regional funding. Want to lock down RDAs to work with over the next month or so.
  • 30 projects, 12 commissions Universal feedback was that the process was as/more important than the outcome BBC commissioners love it as a way of working with indies Great way of developing real mutual understanding: quality time leads to quality ideas Knowledge and understanding, fun Definitely go for it next year. Want to scale up but to retain quality of interaction and quality of outcome. Wants to have national brief but difficulty with regional funding. Want to lock down RDAs to work with over the next month or so.
  • 30 projects, 12 commissions Universal feedback was that the process was as/more important than the outcome BBC commissioners love it as a way of working with indies Great way of developing real mutual understanding: quality time leads to quality ideas Knowledge and understanding, fun Definitely go for it next year. Want to scale up but to retain quality of interaction and quality of outcome. Wants to have national brief but difficulty with regional funding. Want to lock down RDAs to work with over the next month or so.
  • 30 projects, 12 commissions Universal feedback was that the process was as/more important than the outcome BBC commissioners love it as a way of working with indies Great way of developing real mutual understanding: quality time leads to quality ideas Knowledge and understanding, fun Definitely go for it next year. Want to scale up but to retain quality of interaction and quality of outcome. Wants to have national brief but difficulty with regional funding. Want to lock down RDAs to work with over the next month or so.
  • understand new media ecology share language and culture across sectors interdisciplinary collaboration develop innovative projects re-imagine public service explore of new business models network buyers and producers
  • 30 projects, 12 commissions Universal feedback was that the process was as/more important than the outcome BBC commissioners love it as a way of working with indies Great way of developing real mutual understanding: quality time leads to quality ideas Knowledge and understanding, fun Definitely go for it next year. Want to scale up but to retain quality of interaction and quality of outcome. Wants to have national brief but difficulty with regional funding. Want to lock down RDAs to work with over the next month or so.
  • 30 projects, 12 commissions Universal feedback was that the process was as/more important than the outcome BBC commissioners love it as a way of working with indies Great way of developing real mutual understanding: quality time leads to quality ideas Knowledge and understanding, fun Definitely go for it next year. Want to scale up but to retain quality of interaction and quality of outcome. Wants to have national brief but difficulty with regional funding. Want to lock down RDAs to work with over the next month or so.
  • Telly happy to work in this environment
  • Study by MRI 68% say that they ’ve done this. 35% of 16-25 year olds state that they do it regularly. 49.4% of TV usage is exclusive 17.4% of internet usage is done while watching TV.
  • It ’s a truism that our communications environment is changing. It was ever thus: all ‘old’ media were new media once1. But there is something special about our present situation at the beginning of the 21st century. The combination of digital convergence, personal computing and global networking seems to have ratcheted up the pace of development and is giving rise to radical shifts in the environment. Because we are living through this upheaval, it is difficult to take the long view of it. Our problem is not that we are short of data, or even of information; au contraire, we are awash with it, as companies and governments turn to consultants and market researchers for enlightenment or guidance. But the resulting glut of information doesn’t seem to be making us much wiser. Indeed our current state might be best described as one of ‘informed bewilderment’. My task is to try to sketch the current media landscape in which we are developing Crossover as a project and try to anticipate what creative businesses now need to do to in order to survive the transition from analogue and physical to the digital world and to flourish in both terms: creatively and as businesses.
  • Transformat lab presentation

    1. 1. Pitching and Presentations artist citizen Frank Boyd Unexpected M edia entrepreneur
    2. 2. multimedia labs innovative interactive projects for commercial markets
    3. 3. emergent groan zone thinking the brief selection Going Straits ofCloud of Funnel Concept large NecessityPotential of Focus convergent evaluation thinking divergent brainstorming thinking mapping
    4. 4. artist citizen entrepreneur
    5. 5. interdisciplinary collaboration
    6. 6. idea generation
    7. 7. idea market
    8. 8. project development
    9. 9. pitching
    10. 10. industry dialogue
    11. 11. public dissemination
    12. 12. meetmarket
    13. 13. artist citizen entrepreneur
    14. 14. Format #1: the value proposition
    15. 15. SRI: value creation artist citizen develop a value proposition arrange a “wateringhole” pitch entrepreneur re-iterate
    16. 16. SRI “value proposition” artist citizen N - A- B- C Customer/Market NEEDS Compelling APPROACH Client BENEFITS entrepreneur Worldwide COMPETITION
    17. 17. “Watering Holes” support and encouragment for the champion brainstorming new ideas - new perspectives a source of knowledge market domain, technology, business models, customers a source of resources £££, Jungle Guides, colleagues, coachesa place to bring interdisciplinary skills
    18. 18. “Watering Holes” support and encouragment for the champion Brainstorming new ideas - new perspectives a source of knowledge market domain, technology, business models, customers a source of resources £££, Jungle Guides, colleagues, coachesa place to bring interdisciplinary skills rehearsal
    19. 19. Format #2: Personas and Scenario
    20. 20. user centred design artist citizen “making stuff people-shaped” entrepreneur
    21. 21. uxd: user-centred design
    22. 22. user story: personas
    23. 23. user story: scenarios
    24. 24. five stories artist citizen story story platform story user story impact story entrepreneur money story
    25. 25. artist citizenfrank.boyd@unexpectedmedia.com entrepreneur

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