Fragments of Attention - Transmedia Alchemy

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy The Fragments of Attention: Transmedia Alchemy A keynote presentation given to Co-Lab Envisage Evening at Auckland University 23 March 2011 ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Content developer, consultant, service director •95-04 UK, BBC Senior Dev Producer - Social Interactive TV •03-05 US, Interactive TV Producer •05-10 LAMP Advanced Media Production @ AFTRS •05- Personalizemedia Power 150 Media/Marketing Blog •06- MUVEDesign (Alternate & Augmented Reality, Virtual Worlds) •10- StoryLabs (Oz, US, UK, Canada) ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy TALK - THE FRAGMENTS OF ATTENTION: TRANSMEDIA ALCHEMY Is transmedia really new? Art, science or natural evolution? Multi-platform dictates user behaviour or vice versa? Can Multi-Platform move beyond a traditional media supporting role? Release the Digital Beast - we live in the most exciting times! ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Is transmedia really new? Art, science or natural evolution "Great things are done by a series of small things brought together." Vincent Van Gogh ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy What is transmedia? deﬁnition and it is becoming mainstream my your mileage may vary Mainstream? Times UK ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Why transmedia? mono media sectors suffering the fragmentation some ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Why transmedia? mono media sectors suffering the fragmentation some Jan 10 - Jan 11 Source Association of American Publishers Physical sales Jan 11 $805mill - drop of 30% eBook sales Jan 11 $70mill - increase of 115% ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Why transmedia? mono media sectors suffering the fragmentation some Banff TV producers eye ways to woo viewers Group looking to draw audiences back from online By Etan Vlessing BANFF, ALBERTA -- Nathan Mayfield, founder of Australian cross-platform producer Hoodlum, recently took a phone call from a North American broadcaster asking him to locate and recapture lost TV audiences online. "He said, Our TV show just went to air, weve lost half the audience, and I cant find them elsewhere in the ratings " he recalls. "Its all about driving audiences back to TV, and not ignoring them when they go online," Mayfield said. ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy What audiences want11 years ago me presenting cross-media inside BBC ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Same Same but differentnatural evolution, not rocket science 1980s new media distributed narrative cross-platform 1990s networked-media story 360 production 2000s cross-media storytelling multi-platform transmedia ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Transmedia Odyssey BBC Musical Nomad 1997 - Prod: Gary Hayes Live email discussion 10+ Photographs Live Daily Web with global users per day uploaded Stories, over 40 days to BBC Online via portable satellite 4-5 streaming real audio Daily News pieces per day via World Service Radio 2 Camera DV Recordings for Capture for BBC Radio 3 BBC2 Doco ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Transmedia Nightmares ROM-like activity, ﬂooding online CD ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Transmedia Odyssey takes time! 14 years from prototype to service?! it 2010 PS3 Home Social World 1996 BBC Social Virtual World ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Transmedia Odyssey Garyʼs Social Virtual World Builds BigPond Telstra US Fortune 100s Melbourne/Cog/AFTRS etc: ABC Island Deakin Arts Island Thursday’s Fictions ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Transmedia Odyssey more Gary Hayes multi-platform Strategic Navigators TV cross media adaptations US Social TV UK Interactive Cross Media TV Live web, radio, real world doco Broadband TV ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Multi-platform dictates user behaviour or vice versa? ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Physical Triggers digital is a lot more than value add now or did ‘they’ ask for it? did we develop the ‘go to digital’ call-to-action ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Its all about experience...stupid! ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Facebook biggest country in the world! 3rd RANK CULTURE POPULATION 1 CHINA 1343000000 2 INDIA 1195570000 3 FACEBOOK 610000000 4 USA 311025000 5 INDONESIA 283400000 6 TWITTER 200000000 7 BRAZIL 194395000 8 PAKISTAN 175503000 ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy It is also about community are now seriously productive users! who http://www.personalizemedia.com/garys-social-media-count/ ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? 1990 - Viewer contributions to BBC 1 million per year ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? 1990 - Viewer contributions to BBC 1 million per year (snail mail, comments via newspaper, vhs etc: ) ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? 1990 - Viewer contributions to BBC 1 million per year (snail mail, comments via newspaper, vhs etc: ) 2000 - Viewer contribution, 1 million per day ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? 1990 - Viewer contributions to BBC 1 million per year (snail mail, comments via newspaper, vhs etc: ) 2000 - Viewer contribution, 1 million per day (email, website comments, dv tapes, radio, uploads, iTV etc: ) ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? 1990 - Viewer contributions to BBC 1 million per year (snail mail, comments via newspaper, vhs etc: ) 2000 - Viewer contribution, 1 million per day (email, website comments, dv tapes, radio, uploads, iTV etc: ) 2010 - 10 million per day ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? 1990 - Viewer contributions to BBC 1 million per year (snail mail, comments via newspaper, vhs etc: ) 2000 - Viewer contribution, 1 million per day (email, website comments, dv tapes, radio, uploads, iTV etc: ) 2010 - 10 million per day (as above + most discussion impressions outside BBC walled garden) ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? 1990 - Viewer contributions to BBC 1 million per year (snail mail, comments via newspaper, vhs etc: ) 2000 - Viewer contribution, 1 million per day (email, website comments, dv tapes, radio, uploads, iTV etc: ) 2010 - 10 million per day (as above + most discussion impressions outside BBC walled garden) •ABC US MyGeneration iPad Synch App Sep 2010 ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Time to talk backon their terms? Social TV March 2011 Digital Life Design (DLD) conference “Everyone says that social television will be big. I think it’s not going to be big — it’s going to be huge,” Ynon Kreiz, CEO of the Endemol group, the largest independent television production company in the world Integrated TV with web browsers built in 6 million (15% of sales in US) this year. In 2014 70% of all sets will be Web enabled. ABI Research ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy When the data cloud descendsaugmented reality ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Augmenting Reality key AR services I am developing hybrid AR game on android tabs recognition apps on iPad2 ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Handheld Augmented Reality Project (HARP ) Harvard - San Diego’s School in the Park Project. Alien Contact Games in Boston and a Museum Augmented Reality Game “The Crane” based around a Chinese folktale, the application tells a story as it guides young & high school students around both inside and outside the museum. ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy When platforms are integratedis it also all about interface? ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Sesame Workshop and the Joan Ganz Cooney Center ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Multi-Tasking Deloitte 2011 Survey 2,000 U.S. consumers ages 14 to 75 polled 68% own a desktop AND a laptop 1/3rd own a net connected smartphone 1/3rd of 22-27 olds watch TV on the web 5-7 days of the week 42% surf the web while watching TV 87% still prefer print over iPad magazines ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Can Multi-Platform move beyond a traditional media supporting role? "Simplicity and repose are the qualities that measure the true value of any work of art." Frank Lloyd Wright ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Experiential Entertainmentthe theme park returns, in role play context TRON Alternate Reality Game ElecTRONica at Disney California Adventure ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Integrated Storytelling multi-platform entertainment experiences ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Integrated Storytelling multi-platform entertainment experiences HEROES 360 EVOLUTION Heroes the most downloaded/ bit torrented show in history Won a prime time Emmy Two months from Jan 2007 the Heroes 360 experience had more than 48 million page views and 27 million video downloads http://www.nbc.com/heroes/evolutions/ ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Social Benefit Multi-Platformoriginal property, experiences for good CONSPIRACY FOR GOOD Result in 50 scholarships being provided for young women in Africa Five libraries will be stocked with more than 10,000 donated books Also Kids Company, Doctors of the World, and READ International. "We had a team of more than 130 experts working behind the scenes in five countries across three continents making sure that this was the best entertainment experience possible and to ensure the charity causes were the true heroes of this immersive story." Tim Kring Creator of Heroes ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy There is a lot of communityto manage, tools = ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Release the Digital Beast - we live in the most exciting times! Life is not measured by the number of breaths you take but by the number of moments that take your breath away? ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy There are simple story based business models Using Online Games to Get Movie Audiences Involved “We’re actually driving people into seats” said Jason Yim, of Trigger, a digital marketing agency that counts Lucasfilm and Cartoon Network as clients. An iPhone game designed to promote a movie comes with an added element, an exclusive level that you can use only inside a theater on opening weekend. ‘Successful movie games get over a million to 10 million plays’, he said ‘movie-related iPhone apps can be downloaded in 100 000s” BUT “The user are sophisticated and can spot games that exist only to sell something” said Oren Aviv, Disney’s former president for production and marketing. “The challenge is to make these kinds of efforts feel organic” http://www.nytimes.com/2010/05/17/business/media/17salt.html?_r=1 ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Real time storyworld conversationthe event twitter characters ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Significant stepsacceptance of the digital human in our back-yard ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Technology affordancesaugmented reality ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Technology affordancesrecognition and AI http://www.xbox.com/kinect ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Real time performative transmediaYouTube Symphony Experience ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy EXPERIENTIALfrom seeing to being Sleuths - MOPA TV/No 1 Star "mobile participation television" TV Asahi used MoPA-TV to create a brand new show called "Number One Star Maniac – Quiz", ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy Technology affordances in-world, performance & production live 15 Live avatar performers Gary live filming stream Post edit machinima In-world audience 60 Out-world audience 100s 5 performances per week ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy EXPERIENTIALfrom seeing to being The Witness - German 1st Augmented Reality Film? ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy A BRIEF SUMMARY OF THE ABOVE Transmedia is natural evolution of storytelling, just a subset of multi-platform Only connected technology will be widely adopted We have to wait for most users to ‘catch-up’ before they can appreciate the form This time is the most exciting since mass media began ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

Co-lab Envisage The Fragments of Attention: Transmedia Alchemy All Gary’s presentations http://www.slideshare.net/hayesg31 GARY WEB PRESENCES Sites blogs etc: - * Multi User Virtual Environment Design www.muvedesign.com * Main Media WP Blog www.personalizemedia.com * StoryLabs Transmedia Development www.storylabs.us * GaryHayes.tv Participatory Interactive TV www.garyhayes.tv * Web universe hub www.garyphayes.com * JustVirtual Virtual World POV Blog www.justvirtual.com * Metro Screen www.metroword.com Web 2.0/3.0 Social Networks * YouTube The Icarus Channel http://www.youtube.com/hayesg01 * Flickr Pro Account Photos http://www.flickr.com/photos/garyhayes/ * LinkedIn http://www.linkedin.com/profile?viewProfile=&key=537854 * Facebook - Gary Hayes http://www.facebook.com/profile.php?id=517517305 * MySpace - Cubrisound http://www.myspace.com/cubrisound * Second Life Home Sim SLURL, http://slurl.com/secondlife/Marni/32/214/22/ * Friends Reunited http://www.friendsreunited.co.uk/fr.asp?wci=profile * Google Video Gary Hazlitt http://video.google.com.au/videosearch?q=%22Gary+Hazlitt%22+site%3Avideo.google.com ©© Gary Hayes CCO MUVEDesign & Founder StoryLabs @garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.comFriday, 25 March 2011

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Fragments of Attention - Transmedia Alchemy

by Gary Hayes on Mar 24, 2011

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Fragments of Attention - Transmedia Alchemy Presentation Transcript