Killer 2nd Screen and Social TV: Production Methodology

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A public presentation given by Gary Hayes (as Product Dev Manager ABC TV Multiplatform) at Connected Entertainment 2012 Expo, Melbourne November 21-22. Section of conference: Killer Content - The key ingredient in the success of connected entertainment
 
A Tall Order!
How do consumers want to connect with content on their TV?
What type of content is connecting with audience markets worldwide?
What is the key in engaging them and keeping them engaged?
Content discovery, participation TV and device control considerations
Providing a unified content experience across all devices
 
Gary Hayes
, (then) Product Development Manager, ABC TV Multi Platform 
ABC

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Killer 2nd Screen and Social TV: Production Methodology

  1. 1. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comABCTV Multi PlatformKiller Content - The key ingredient in thesuccess of connected entertainmentTall Order!• How do consumers want to connect with content on their TV?• What type of content is connecting with audience markets worldwide?• What is the key in engaging them and keeping them engaged?• Content discovery, participation TV and device control considerations• Providing a unified content experience across all devicesGary HayesProduct Development Manager, ABC TV Multi PlatformABCMoving beyond video reversioning
  2. 2. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comContent producer, manager, developer, consultant, trainer•95-04 UK, BBC Senior Development Producer - Social Interactive TV•04-05 US, Interactive Social TV Producer•05-10 LAMP Advanced Media Production @ AFTRS•05- PersonalizeMedia Power 150 Media/Marketing Blog•06- MUVEDesign (Multi Platform, Augmented Reality & Virtual Worlds Agency)•10- StoryLabs (Oz, US, UK, Canada)•11 - Exec Producer ABC TV Multi Platform - now Product Development Manager
  3. 3. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comMy TalkContent - evolution or just redistribution?ABC Multi Platform Evolution‘Persistent’ user behaviour - driving changeNetwork Companion Dual Screen Social TV Apps
  4. 4. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comTo create ‘quality’ connected newentertainment formats for ‘altered’ users wefirst need to activate the content creators
  5. 5. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comTV is never going away, but what is TV anyhow?Lots of talk about:Service providers = video choiceNBN = video qualityMobile = personalized video demandDual screen = social around videoMost of the conversation tends tobe about moving linear ‘video’ downIP pipes or giving more info about‘video’what about new Multi Platformformats, evolved experiences?
  6. 6. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comfrom thisto thisThe Big Distribution Transitionone to manymany (including ABC) tomany on-demand
  7. 7. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com
  8. 8. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comWhy multiplatform?some mono media sectors suffering fragmentationthe music industry
  9. 9. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comsome mono media sectors suffering the fragmentationWe almost never watch televisionshows when they are broadcastanymore (with the very notableexception of live sports)We rarely watch shows with ads,even on a DVRWe watch a lot of TV and moviecontent, but always on demandand almost never with ads (Werenow so used to watching shows viaNetflix or iTunes or HBO that adsnow seem like bizarre intrusions)We get our news from theInternet, article by article, clip byclip. The only time we watch TVnews live is when theres a crisis orhuge event happening somewhere.(You still cant beat TV for that, butsoon, news networks will also bestreamed).We watch TV and movie contenton 4 different screens,depending on which isconvenient (TV, laptops, phones,iPad)Read more: http://www.businessinsider.com/tv-business-collapse-2012-6#ixzz1xgMmMs3LWhy multiplatform?the print industry
  10. 10. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comWhy multiplatform?late 2011 cable TV across the US had severe dropsThe percent of people worldwidewho watch TV at least once amonth dropped from 90% to 83%over the past year.The percentage of people whowatch video on a computer once amonth--84%--is now higher thanthe percentage who watch TV.Read more: http://www.businessinsider.com/tv-business-collapse-2012-6#ixzz1xgNAd9igthe TV industry?
  11. 11. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com“Anyone that is pitching a show right now that’s notthinking about how it’s going to live across multipleplatforms doesn’t have their eye on the audience.You have to fish where the fish are.”Tim Kring - talking about “Touch” (March 2012)
  12. 12. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comSERVICE PROVIDERSCONTENT DISTRIBUTORSCONTENT CREATORSVIdeoAggregationVideo &Social VeneerMulti PlatformFormatGround upDevelopmentSociallyManagedShowsWhere is content innovation going to happen?IntegratedEditorialServices
  13. 13. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comWhat do wemean bycontent?
  14. 14. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comTVSmartphoneTabletDesktop PCSocialMediaDual ScreenSocial TV?Good News! Perfect Storm - Persistent Forces (finally!!)
  15. 15. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comABC TV Multi PlatformEvolving...
  16. 16. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comA few examples of more personalized or community driven content many more on the way...abc multi platform - getting there
  17. 17. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comTelling stories multi platform style
  18. 18. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comiview across platforms!3 screensTablet +MobileWebBigScreen20108% 80% 12%201245% 43% 12%SYNC WITH CATCHUP OR ON-DEMAND?
  19. 19. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comby 2014 over half thepopulation of childrenunder five years willprimarily experienceinteractive and onlinecontent through a mobileor tablet device  ABC  Play  School  ‘Art  Maker’  tablet    app  ABC For Kids Downloads429,893Art Maker - Australiandownloads in 6 months122,372More views of play school throughiPad Art Maker app than iview
  20. 20. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comIn 1 year there were 500 game reviews on the desktop site - Good Game app launched in Aprilin the first week of the app launch there were over 31 000 game reviews!
  21. 21. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comWhere TV Multi Platform Needs to EvolveJoined up publishing &backend systemsMore site automation for all showsResponsive mobile friendly sitesReducing quantityLarger ‘experiences’2nd ScreenCompanionTV + SocialSynch Mobile AppsDynamic WebCommunities &Social IntegrationGreater amount of Social Mediaand UGC elementsIntegrated into Facebook etc:
  22. 22. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comSocial IntegrationYouTube DirectFacebook Apps
  23. 23. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comConsistent Experiences Acrossour key multi platform Products - AlignedABC TV desktop sitesABC iviewABC Companionintegrated backend
  24. 24. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comLEARNING FROM PAST TV INTERACTIVITY
  25. 25. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comLEARNING FROM PAST TV INTERACTIVITY
  26. 26. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comLEARNING FROM PAST TV INTERACTIVITY
  27. 27. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comABC Multi PlatformSocial TV & Dual Screen Guiding Principles•Discovery: finding the best of ABC ‘while’ watching ABC•User Journey - moving from sync to catch-up back to sync•Participation: making ABC broadcast more engaging, socialand truly resonate with the TV offering•Social: connect & share ABC experiences with friends•Information: always on-tap insights behind ABC shows•Recommendation: surfacing ABC shows for you & from friendsACTIVATING THE CONTENT CREATORS
  28. 28. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comonline only showsfan & celeb bloggingco-created entertainmentsocial & connected tvcurated social media games2 screen play-along quizzesfan created showsparallel narrativepersonalized servicesaltered TV behaviours
  29. 29. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comSEMI INTEGRATED1 Static Website Based on TV Show2 Extending & Bridging Between Shows3 Magazine or Utility TV Based Mobile Apps4 Editing & Mashup Services5 Branded Casual GamesFULLY INTEGRATED6 Participatory or UGC Entertainment7 Social TV8 Synchronised 2nd Screen Experiences9 Collaborative CoCreated Entertainment10 Physical & Locative Situated Story Telling10 KEY MULTI PLATFORM TV CATEGORIES?
  30. 30. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comACTIVATING THE CONTENT CREATORSDUAL SCREEN, FAILING FORWARD - THIS IS STILL EARLY DAYS!
  31. 31. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comDual Screen - Editorially DrivenLive against show quizzesSynch ExtrasLive VotingPolls/SurveysParallel VideoRich Media UGCAudio commentaryNETWORK COMPANION APPS
  32. 32. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comvideosLEARNING FROM PAST TV INTERACTIVITYDEJA VU? EARLY POOR IMPLEMENTATION OF INTERACTIVE TV? BBC a decade ago 2003
  33. 33. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comBetween 2001-4, the BBCproduced 460 enhancedTV applications across thethree digital (Satellite,Cable and DTT) platformsThroughout 2010, over12.7 million viewers usedthe BBC’s Red Buttoninteractive service everyweek (more than a fifth ofthe UK population)2012 BBC Red Buttonnow at 12 mill users aweekLEARNING FROM PAST TV INTERACTIVITY
  34. 34. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comLEARNING FROM PAST TV INTERACTIVITYlots of lessons to learn from iTV 1.0:presenter call to actionsmake it clear what the value proposition isgive users multiple ways to interactsimple interfaces, easy to usefeature users contributions on the TVprovide curated expert informationbuild rewardsmake it socialmake it challengingkeep it tightly synchronisedpace the experiencecreate levelsand many more
  35. 35. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comBBC 2nd Screen Antiques RoadshowLEARNING FROM PAST TV INTERACTIVITY
  36. 36. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comHuman NatureEmergentBehaviour
  37. 37. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comAn Astonishing 350 Million TV related Posts / Check-ins 1st half of 2012Walking Dead premiere had 8.5 million social impressionshttp://adage.com/article/trending-topics/social-tv-350-million-interactions-year/236032/In the first half of this year, Trendrr tracked more than 350 million conversations (primarily tweets and publicFacebook updates) and interactions (e.g., check-ins on GetGlue and Viggle) related to TV programming.SOCIAL DONE WELL STILL WORKS
  38. 38. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comSource: Sensis June 2012ACTIVATING THE CONTENT CREATORS
  39. 39. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com95% of viewing still via broadcast TV?source Oztam MultiScreen report Q2 2012SHARED EXPERIENCE STILL A NEED
  40. 40. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comThe two modes of multi-screening - Sequential and SimultaneousSource: Understanding Cross-platform Consumer Behavior. Google Research ©2012LEARNING FROM PAST TV INTERACTIVITY
  41. 41. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com•50% of Australian’s now own a smartphone rising to 77%in 2013•Tablet use is growing even more quickly with 18% ofhouseholds now owning a tablet and this is expected to morethan double to nearly 40% by mid 2013•Multiscreen behavior is becoming the norm in Australia with60% of people accessing the internet while watchingtelevision, a large proportion of these people doing so daily.(Nielsen The Australian Online Consumer Landscape, March 2012)EMERGENT AUSTRALIAN BEHAVIOUR
  42. 42. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comOn iview - catching up with TX?610 000 monthly unique users2m downloads of the IOS app up from 1m in June•11m plays per month across all devices•5m plays per month via Tablet & Mobile•Dr Who (pre-tx) 76 000 plays in first day!SYNC WITH CATCHUP OR ON-DEMAND?
  43. 43. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comthe witappropriate social usehttp://blog.mipworld.com/2012/04/liveblog-the-wit-unveils-top-tv-shows-in-social-media/ACTIVATING THE CONTENT CREATORS
  44. 44. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com“We’re about to become only thesecond network ever to reach 10million fans of its Facebook page.Our Pawn Stars game onFacebook has tallied morethan a quarter-billion gameplays and still averages200,000 unique visitors perday and 1.1 million permonth. Our Top Shot Facebookgame launched recently and alreadyis averaging 100,000 daily uniquesand nearly 600,000 per month.”http://www.lostremote.com/2012/05/09/inside-look-at-historys-success-on-social-media-interview/Evan Silverman SVP, Digital Media at A+E Networksthe power of casual game around TV shows
  45. 45. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com•45% of men and 55% of women tweet while watching TV• 50% of Twitter users that engage with shows discuss theshow they’re watching in real-time• 77% of social network users tweet to tell friends whatthey’re watching• 68% tweet to keep shows they like on airhttp://www.smartproseo.com/social-media-stats-2012/EMERGENT AUSTRALIAN BEHAVIOUR
  46. 46. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comSynch ML Producer ToolNetwork Companionfinding user needActivating the Content CreatorsCreating Value
  47. 47. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comhttp://blog.trendrr.com/2012/05/21/social-tv-ecosystem-2011-2012-infographic/user confusion?
  48. 48. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comSynch ML Producer ToolABC COMPANION BETA
  49. 49. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comPlease note theseare work in progressdesigns - the finalversion may or maynot look like thisABC COMPANION BETA
  50. 50. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comPlease note theseare work in progressdesigns - the finalversion may or maynot look like thisABC COMPANION BETA
  51. 51. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comPlease note theseare work in progressdesigns - the finalversion may or maynot look like thisABC COMPANION BETA
  52. 52. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comPlease note theseare work in progressdesigns - the finalversion may or maynot look like thisABC COMPANION BETA
  53. 53. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comPlease note theseare work in progressdesigns - the finalversion may or maynot look like thisABC COMPANION BETA
  54. 54. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comHow do we get beyond, video?Get the content ‘property’ makersengaged in multi platform.But how?Moving beyond video reversioning
  55. 55. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comABC dual screen feasibility - News, Entertainment, Factual, Arts, Fiction, SportACTIVATING THE CONTENT CREATORS
  56. 56. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comACTIVATING THE CONTENT CREATORSABC dual screen feasibility - detailed evaluation, can production deliver?
  57. 57. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comSynch ML Producer ToolTHE NEED FOR NETWORKCUSTOM DUAL SCREEN TOOLS?
  58. 58. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comPlease note theseare work in progressdesigns - the finalversion may or maynot look like thisINTEGRATED SHOWS IN NETWORK COMPANION
  59. 59. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comSummaryTo create ‘quality’ connected new formats for‘altered’ users we first need to activate thecontent creators1 Make the numbers real & approach TX2 Story centric not a superficial layer3 Be easy to populate & resource4 Make community mng easy5 Have ‘collaborative’ templatesMoving beyond video reversioning
  60. 60. Connected Entertainment 2012Beyond  Video,  New  Formats,  Killer  ContentGary P Hayes Manager Product Development ABC TV Multi Platform & Director StoryLabs.ustwitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.comThanksQs?gary.hayes@abc.net.auorgary@personalizemedia.com

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