In An Ideal World - The Multiplatform Production Process
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In An Ideal World - The Multiplatform Production Process

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A very short 15 minute presentation given by Gary Hayes at the start of the SAFC's Digi360Lab evening on multiplatform production. Key issues were touched on but obviously not covered in detail.......

A very short 15 minute presentation given by Gary Hayes at the start of the SAFC's Digi360Lab evening on multiplatform production. Key issues were touched on but obviously not covered in detail. The unique parallel production process chart was created especially for this talk.

More on Digi360 lab here http://www.safilm.com.au/Content.aspx?p=219

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  • 1. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldProducing Compelling Multiplatform Interactive ProjectsBest Practice in how to Engage with Designers, Developers and Interactive ProducersWednesday, 19 June 13
  • 2. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldTITLE: Producing Compelling Multiplatform InteractiveProjectsTAG: Best Practice in how to Engage with Designers, Developers and Interactive Producers Running Order (provisional structure and timings)5.30 Intro from SAFC’s Kate Jarrett 5.35 "In an Ideal World - The Multiplatform Production Process" ­ Gary Hayes, ABC& StoryLabs 5.50 "Funding Creative Development Networks" ­ Mike Cowap and Justin Halliday,Screen Australia 6.20 "Traditional are from Venus, Digital are from Mars" - Grant Hull, Enabled6.35 "Procedural Prototyping" Dan Thorsland and Phil Mayes6.50 “Paleda Case Study” - Luke Jurevicius7.05 Panel & QandA with all. Dan, Phil, Grant, Ben Kilsby and Gary Chair7.30 - Close and drinksWednesday, 19 June 13
  • 3. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldIn an Ideal WorldA 15m IntroductionThe Multiplatform ProductionProcessWednesday, 19 June 13
  • 4. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal Worldthe way we tell stories hasREALLY changedMULTIPLATFORM PRODUCTIONIS UNDER CONSTRUCTION1 Scheduled local >> Global On-Demand2 Scarcity of distribution >> Democratisation3 Hardly connected >> Immersed Social Networks4 Media Locked >> Now Mobile & on all Screens5 Linear >> Distributed StorytellingMULTI PLATFORM UNDER CONSTRUCTIONWednesday, 19 June 13
  • 5. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldMULTI PLATFORM UNDER EXPANSIONWednesday, 19 June 13
  • 6. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldMULTI PLATFORM UNDER FRAGMENTATIONWednesday, 19 June 13
  • 7. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldWhat do wemean bymultiplatformcontent?everything thatis not TV,cinema, radioand print?Wednesday, 19 June 13
  • 8. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldSpeaking for myself the most exciting part of themultiplatform process is when a bunch ofaspirational concepts finally get married to thereality of delivery - this is when the ‘service’ is giventhe Breath of Life - a baby is born, the prototype, theepoc...But it can also lead to an early divorce...FROM IDEA TO PROOF OF NEW LIFEWednesday, 19 June 13
  • 9. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldTraditional Film TV ProcessDev - idea, story, producers, treatmentDev - pitch, funding, commissionPre-production - screenwritingPre-production - storyboarding & previzPre-production - crew, castPre-production - schedulingPre-production - location, sets, costumeProduction - sound, lighting, cameraProduction - direction, talent, musicPost-prod - rough cut, final/online editPost-prod - adr, music & audio mixDistribution - prints, consumer mediaDistribution - promotion, pressDistribution - broadcast, cinema, festivalsMY ATTEMPT AT LINEAR FILM/TV & MP PARALLEL PROCESSWednesday, 19 June 13
  • 10. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldTraditional Film TV ProcessDev - idea, story, producers, treatmentDev - pitch, funding, commissionPre-production - screenwritingPre-production - storyboarding & previzPre-production - crew, castPre-production - schedulingPre-production - location, sets, costumeProduction - sound, lighting, cameraProduction - direction, talent, musicPost-prod - rough cut, final/online editPost-prod - adr, music & audio mixDistribution - prints, consumer mediaDistribution - promotion, pressDistribution - broadcast, cinema, festivalsMultiplatform Processidea, experience design, research, storyEPOC, pitch, funding, commissionfull scoping, storyworld, writing, UXuser journey, prototype, testingfunctional specs, features, architectureproject or product plan, IAwireframes, design, narrative mapstechnical lockdown, documentationassets collection/creation, copycoding, build, iterative developmentbackend systems integrationuser test, management and bug fixesplatform tests, promotion,product/experience releasemeasurement, monitoring, iterationsMY ATTEMPT AT LINEAR FILM/TV & MP PARALLEL PROCESSWednesday, 19 June 13
  • 11. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldTHE PARALLEL PROCESS - SAD REALITYMultiplatform Processidea, experience design, research, EPOC, pitch, funding, commissionfull scoping, mp writing, UX user journey, prototype, testingfunctional specs, features, architecture project or product plan, IAwireframes, design, narrative mapstechnical lockdown, documentation assets collection/creationcoding, build, iterative development backend systems integrationuser test, management and bug fixes platform tests, promotion,product/experience release measurement, monitoring, iterationsTraditional Film TV ProcessDev - idea, story, producers, treatmentDev - pitch, funding, commissionPre-production - screenwritingPre-production - storyboarding & previzPre-production - crew, castPre-production - schedulingPre-production - location, sets, costumeProduction - sound, lighting, cameraProduction - direction, talent, musicPost-prod - rough cut, final/online editPost-prod - adr, music & audio mixDistribution - prints, consumer mediaDistribution - promotion, pressDistribution - broadcast, cinema, festivalsWednesday, 19 June 13
  • 12. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldLinear producers find it hard to:•Imagine a world that users self navigate through•translate their stories to meaningful ‘user activities’•understand the multiplatform production processMultiplatform producers find it hard to:•understand story as a motivational driver•educate linear storytellers about MP using simple language•appreciate the ‘value & integrity’ of the linear propertyCOMMUNICATION DIFFERENCES?Wednesday, 19 June 13
  • 13. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldFROM A TECHNICAL AND DISTRIBUTION PERSPECTIVEMULTIPLATFORM IS FROM A DIFFERENT PLANETTHAN FILM OR TV - AND TO A GREAT EXTENTSO ARE THE INHABITANTS OF EACHWednesday, 19 June 13
  • 14. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldTECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANETWednesday, 19 June 13
  • 15. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldTECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANETWednesday, 19 June 13
  • 16. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldCall of Duty ServersTECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANETWednesday, 19 June 13
  • 17. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldTECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANETWednesday, 19 June 13
  • 18. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldLAMP comes from a long tradition of creative hothousesCOMMUNICATION DIFFERENCES - ADDRESSING THE BALANCEWednesday, 19 June 13
  • 19. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldPhysical Serverseg:Your service files - video, imagesUsers customisations of your contentDatabasesGame ElementsUsers contentApplications and enginesetc:Databaseseg: User MngSubscribersGame StateseCommerceContent Refs & TextServer Side ProcessingEngines, Middleware &Content Mng Systemseg: Drupal,WordpressBespoke CMS EnginesGame EnginesProcess scripts - eg: php, apache,linux etc:Server Side - Backend - The Cloud Client side - Front EndATTEMPT TO UNDERSTAND THE BASICSWednesday, 19 June 13
  • 20. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldPhysical Serverseg:Your service files - video, imagesUsers customisations of your contentDatabasesGame ElementsUsers contentApplications and enginesetc:Databaseseg: User MngSubscribersGame StateseCommerceContent Refs & TextServer Side ProcessingEngines, Middleware &Content Mng Systemseg: Drupal,WordpressBespoke CMS EnginesGame EnginesProcess scripts - eg: php, apache,linux etc:TheInternetProvidingconnectivityServer Side - Backend - The Cloud Client side - Front EndATTEMPT TO UNDERSTAND THE BASICSWednesday, 19 June 13
  • 21. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldPhysical Serverseg:Your service files - video, imagesUsers customisations of your contentDatabasesGame ElementsUsers contentApplications and enginesetc:Databaseseg: User MngSubscribersGame StateseCommerceContent Refs & TextServer Side ProcessingEngines, Middleware &Content Mng Systemseg: Drupal,WordpressBespoke CMS EnginesGame EnginesProcess scripts - eg: php, apache,linux etc:TheInternetProvidingconnectivityAppsWebBrowsersBrowserPluginsIOS orAndroid AppsFAT APPS e.g:- Games- Content MngApp- Office Apps- Google Earth- iTunes- KeynoteFlash orHTML 5Content MngInterfaceThinAppsServer Side - Backend - The Cloud Client side - Front EndATTEMPT TO UNDERSTAND THE BASICSWednesday, 19 June 13
  • 22. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldPhysical Serverseg:Your service files - video, imagesUsers customisations of your contentDatabasesGame ElementsUsers contentApplications and enginesetc:Databaseseg: User MngSubscribersGame StateseCommerceContent Refs & TextServer Side ProcessingEngines, Middleware &Content Mng Systemseg: Drupal,WordpressBespoke CMS EnginesGame EnginesProcess scripts - eg: php, apache,linux etc:TheInternetProvidingconnectivityDevicesGame Consolesor HandheldsInternet TVsPCs or MacsMobile iPhonesiPads AndroidsOutdoordisplaysAppsWebBrowsersBrowserPluginsIOS orAndroid AppsFAT APPS e.g:- Games- Content MngApp- Office Apps- Google Earth- iTunes- KeynoteFlash orHTML 5Content MngInterfaceThinAppsServer Side - Backend - The Cloud Client side - Front EndATTEMPT TO UNDERSTAND THE BASICSWednesday, 19 June 13
  • 23. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldIT’S ALL ABOUT ‘COMPLEX’ TEAM WORKWednesday, 19 June 13
  • 24. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldSome Roles in Multi Platform Content ProductionMultiplatform ProducerTechnical ProducerInteraction DesignerTransmedia WriterSocial Media MarketingManagerSMO/SEO SpecialistMedia Asset ManagerInformation ArchitectDeveloper (front/back/server)Technical Project ManagerDigital StrategistGames Level DesignerWeb Video DirectorExecutive ProducerMulti Media EditorSenior Web DesignerArt DirectorMarketing CoordinatorUser Experience DesignerCreative DirectorFlash Designer/AnimatorBusiness DevelopmentManagerIT’S ALL ABOUT COMPLEX TEAM WORKWednesday, 19 June 13
  • 25. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldIT’S ALL ABOUT COMPLEX TEAM WORKWednesday, 19 June 13
  • 26. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldIT’S ALL ABOUT COMPLEX USER JOURNEYSWednesday, 19 June 13
  • 27. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldMANAGING CONTENTMultiplatform projects are living, breathing, multi-headed beasts that need feeding and managing.A MP project, especially a socially driven one, is neverfinished until the Fat Lady is ArchivedWednesday, 19 June 13
  • 28. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal World4.2 million on iTV8.7 million on web1.1 million on mobile20 million on Ceefax6 million on Digital Textbespoke play-out CPMSs developedIT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENTWednesday, 19 June 13
  • 29. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldIT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENTWednesday, 19 June 13
  • 30. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal World1.Storyboard or narrative mapping tools2.Asset production software & hardware3.Pre-production Content Management Systems4.Subscriber / user social sign-on management tools5.Director, live, content management and collaboration tools6.Server infrastructure management tools7.Emergent technology & deployment testing environments8.MAMs - Media Asset Management9.Mobile, adaptive deployment and gatekeepers10.Social network monitoring and API management tools11.Real time Content Production Management System12.Load management13.Measurement & monitoring dashboardsIT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENTWednesday, 19 June 13
  • 31. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldIT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENTWednesday, 19 June 13
  • 32. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldIT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENTWednesday, 19 June 13
  • 33. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldMore Multiplatform Challengesto be addressed this evening...Audience onto next thing - changing user behavioursEveryone’s doing it, how do I fit in - democratised creationReach is becoming harder for all - too many touch pointsToo many new things to ‘plug-in’ - APIs sprouting everywhereand lots more to be discussed on the panelWednesday, 19 June 13
  • 34. © Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tvMultiplatform Production in an Ideal WorldIn an Ideal WorldA 15m IntroductionTHANKSslides at slideshare.net/hayesg31The Multiplatform ProductionProcessWednesday, 19 June 13