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Innovating Global Social Media Entertainment

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A presentation by Gary Hayes given as part of the Digital Content Morning at the Trilateral KANZ Broadband Summit in Seoul on 19 June 2008. It looks at the emerging nature of Social Media …

A presentation by Gary Hayes given as part of the Digital Content Morning at the Trilateral KANZ Broadband Summit in Seoul on 19 June 2008. It looks at the emerging nature of Social Media Entertainment but focuses on how creative professionals can keep up with 'the crowd'.

Film, TV and Radio are early types of non-participatory, localised, social media content but interactive digital experiences are inherently global. LAMP, forward thinking companies and other Australian initiatives develops new multi-platform services that reach out to international markets - video sharing communities, social virtual worlds, alternate reality games, locative stories, simulations and newer hybrid forms. Gary looks at Australian successes of the collision of animation, online games, film, mobile, broadband web and social media applications and the potential for co-development and cross-training between NZ, Korea and Australia.

Transcript on Gary's blog personalizemedia http://tinyurl.com/4vzaev

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  • 1. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 An nyoung Hello Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 2. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 My perspective Service provider, content producer, strategist, director, web 2.0 ‘generator’ •Interactive and Broadband TV - BBC 8 years Senior Development Producer •Personalisation / standards - TV-Anytime, MPEG. Working Group Chair •Advanced Media Trainer - LAMP Director •Social Virtual World Producer - Head of Virtual Worlds, The Project Factory Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 3. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Innovating Global Social Media Experiences and collaborative entertainment production Gary Hayes Director LAMP @ Australian Film TV Radio School Head of Virtual Worlds, The Project Factory Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 4. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 social media wired revolution Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 5. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 social media enables broadband. Not the other way round Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 6. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 we will share who we are, our stories, naturally Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 7. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 They will decide, not us Community Created Content (CCC) 84 percent of Australian and 88 percent of New Zealand internet users use Web 2.01 for sharing content such as photos, links and video Community Consumed Media 83% in Australia and 88% in New Zealand Community Consumed Video Around 78 percent of Australians and 76 percent of New Zealanders download and stream audio and video content. CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION? Nielsen 26 February 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 8. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 born to be wired Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 9. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 the old way Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 10. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 The Audience The Creative Industry Take risks Take very little risk 24/7 development - global 9 to 5 - local Iterative & quick Tightly project managed & slow Meets their own changing needs Designed to make money Create tools to organically change the product One product at a time Build on the shoulders Unsuccessful products rejected - start again Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 11. Innovating Global Social Media Experiences and Collaborative Entertainment Production playful KANZ Broadband Summit, Seoul 18/19 Jun 2008 content R&D Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 12. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 13. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 14. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 “I think we're on a threshold of a new way to tell stories... It's a form of entertainment that's not a game and it's not a film. It's a filmic game experience.” Peter Jackson Lord of the Rings etc: Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 15. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Game within TV within game metaphor video © The Format Factory Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 16. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Building a Creative Innovation Economy, A Cultural Ministers Council report from February of this year. “The creative sector must engage with the community to ensure ongoing support and survival in a global environment where there is increasing competition for consumers’ disposable time and dollars from an ever- expanding choice of leisure services and products. In this sense, user created content on social media web services such as YouTube and MySpace can be seen as competition for cultural audiences’ attention. The Australian Film, Television and Radio School’s Laboratory of Advanced Media Production (LAMP) is another example of an innovative approach to training. The program enables the conception and development of multimedia content and services in a live-in setting, facilitating collaboration between project teams and mentors. The four stage process equips participants with the tools they need to create compelling interactive content that meets the needs of their audiences and marketplaces. LAMP offers participants a healthy mix of creativity, business awareness, technical skills and audience awareness.” Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 17. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Collaborative Development Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 18. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 LAMP comes from a long tradition of creative hothouses Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 19. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 20. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 2 min video first 3 years of LAMP Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 21. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Portable Ghosts - NZ Master Raindrop - NZ Thursday’s Fictions Wild Ark Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 22. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Projects during the Dec 2005 ABC Residential Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 23. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Laboratory for Advanced Media Production Developing links with industry partners Incubating innovative digital cross platform projects - mobile, broadband PC/TV, IPTV, PVR, MUVEs and beyond Testbed deployment partners Development partners including state agencies International partnerships - AFI (US), European labs, BBC Innovation Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 24. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 25. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 •I can highly recommend LAMP to anyone with a great idea looking to turn it into a success. •It was a totally immersive and focused, overwhelming experience - nothing like Iʼve experienced before •The impossible is possible •It was a wonderful creative experience where I believe we were able to generate a wealth of truly new ideas. Marvellous! •A creative vibrant practical atmosphere •The lab exceeded my expectations...The way everyone helped each other out in an environment that was friendly, affectionate and creative allowed us to take our project in ways never thought of before. •This has definitely been one of the best experiences of my life. Thankyou! •I loved loved loved it! •Concept of LAMP is wonderful and it was above and beyond expectation •LAMP helped solidify confidence in the concept and creating a truly viable cross media platform •LAMP 08 was the most amazing professional development experience of my life! Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 26. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Experience Design Role of media producers to create compelling immersive entertainment experiences for global audiences Producer as aggregator of content/curator - creating the conditions to activate audiences Democratisation of the media Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 27. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 More than half of the online world population though are in Social Virtual Worlds Estimated industry in 2011 is around 10.5 Bill SVWs though are about AGENCY & EMPOWER POPULATIONS 56% of Australians prefer to play games with each other online. Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 28. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 BigPond ABC Island Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 29. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 30. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 31. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 32. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 33. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 quot;Alongside it's world renowned TV and Film courses, AFTRS is developing a range of foundational and specialised graduate courses that will explore games, virtual environments and innovative new forms. They will explore the link between story and participatory applications and how interactive media can be made more 'cinematic' and immersive. At post graduate level it is planning to offer a project based course that encourages pioneering projects and inspires innovation.quot; Thanks to ABC TV Good Game for feature on AFTRS machinima Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 34. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 What happens when 1/3 country is on broadband? broadband subscribers per 100 inhabitants nb: 2008 onwards projected 40 30 20 10 Korea Australia New Zealand 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 35. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 international content R&D Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 36. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 KOREA NEW ZEALAND international content R&D AUSTRALIA Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 37. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Kamsa hamnida Thank you Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 38. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
  • 39. Innovating Global Social Media Experiences and Collaborative Entertainment Production KANZ Broadband Summit, Seoul 18/19 Jun 2008 Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com