Could you?Describe examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue.Explain and give examples such as online content, computer or mobile device and computer consoles
Bell Broadcast and New Media Fund (May 2009)We all know that what is true today in this world of ever-changing digital media, will be different tomorrow, especially when it comes to discovering the ways to make money.Along with the traditional television buyers, content producers and distributors have many unlikely digital suspects.
Treat your content (all of it!) like a FranchiseStart thinking of your content as an asset with different components that have many monetary opportunities attached to them – the television component, – the online/ interactive component, – the mobile component, – the educational component, – the electronic sell- thru component, – the consumer good component.
Understand your Audience1. Audiences that comes back every night/week to watch your content on television. They donʼt want to feel like they are being compelled to engage or interact.2. The next level of user may go online to get more of the story.3. A further tier watches the TV show, goes online, is part of the world, and gets involved in the next level of game play.4. Those who only get their content online.
Total Drama Island Interactive• Interactive production company Xenophile Media and TV producers Fresh TV joined forces at a very early conception phase to develop an integrated TV and online concept for the animated, tween reality series Total Drama Island.
Total Drama Island Interactive• Simultaneous with the launch of the series on Teletoon Canada, they launched Total Drama Island.• Totally Interactive comprised of 26 weekly online games based on the challenges presented during the weekly broadcast episode of the TV series.• The series was a massive hit both in Canada and in the United States on Cartoon Network where it broke ratings records for the network.
Total Drama Island Interactive• The budget for the online website was $500,000, and with sales of the series and online component in multiple territories worldwide, the marketing strategy seems to be paying off for the producers and for their distributor Cake Entertainment Ltd. (UK) in real cash returns and impressive numbers of registered users.
Working in pairs…Research/Investigate further examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue
You must now…Describe examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue.Explain and give examples such as online content, computer or mobile device and computer consoles
Could you?Describe examples of commissioning processes and funding opportunities in relation to converging technology.Explain and give examples such as commissioned work on websites and mobile technology
We are now starting your Research ReportEND OF AUDIENCE REPORT
The Commissioning process for Television• Large organisations such as the BBC, Channel 4, ITV, Cable and Satellite channels have strict guidelines• A large number of programmes that you see on television will have been commissioned by the broadcasters from ideas independent production companies developed
APC Code of PracticeAppliance for the Prevention of Copyright• To encourage the free flow of ideas and proposals and provide confidence• To provide practical guidelines• To set out obligations• To explain what to do in a dispute
APC Code of PracticeCovers:• Film, Radio & TV• Inc. formats, treatments, scripts, outlines, development documents, tender submissions, storylines, artwork and synopses• Must be in permanent form (electronic or hard)• Ideas & Verbal submissions are not covered
The Commissioning process for New Media• Commissioning editors may be looking for more flexibility or cross-platform potential in programme ideas at the commissioning stage
The Commissioning Process (BBC)1. Review Proposal2. Develop Proposal3. Agree Commission4. Initiate Project
The BBCWe are always looking to encourage further working relationships with suppliers in the new media industry by:• Tendering new commissions from independent suppliers; and• Enabling suppliers in the new media industry to pitch unsolicited proposals.• Meeting suppliers through various forums to make the commissioning process more straightforward.
Commissioning Guidelines• Ensure that the idea is original and that it adds something new to what already exists• Make sure that your idea isnt already operational on any other websites• Be sure that it will work and carry out thorough research to iron out potential problems• Be clear about cross-platform potential and flexibility• Try to keep your designs within the look and feel of existing material to ensure continued branding• Think about your audience and make sure your ideas are well targeted• Ensure the idea complies with broadcaster/company guidelines• Ensure that the facilities, hardware and software you need are accounted for• Ensure that the idea is appropriate for the commissioner
Potential Funding Opportunities• Arts Council England • First Light (Public Money) • Grant Net• Regional Development • Ideas Tap Agencies • NESTA• Access Funds • The UK Film Council• British Federation of Film • UK Screen Agencies Societies (BFFS)• Cinema and Television • Skillset TV Freelance Benevolent Fund Fund• Department of Business • Women and Work Innovation and Skills Bursaries• Department of Culture, • Multi-Platform Bursaries Media and Sport (DCMS)
In teams of three…You have been given an idea for a new media product which incorporates converging technology• How will you go about getting this idea commissioned? Who will you pitch it to?• How will you gain funding?• Follow the commissioning guidelines to develop a business planYou have 30 mins to work on a business plan which you will pitch to the ‘Dragon’s Den’
You must now…Describe examples of commissioning processes and funding opportunities in relation to converging technology.Explain and give examples such as commissioned work on websites and mobile technology
Optional Further ReadingBell Fund Bliki: How to Make Money with Mu lti‐Platform Digital Mediahttp://s3.amazonaws.com/ppt-download/bell- fund-bliki-090607213049- phpapp01.pdf?Signature=jylItDSITbunnfW GDIlzKHWN4mw%3D&Expires=12886499 11&AWSAccessKeyId=AKIAJLJT267DEG KZDHEQ
Optional Further Readinghttp://media3.bmth.ac.uk/profstudies/5com missioning/03process.htmlhttp://www.bbc.co.uk/commissioning/tv/net work/pdf/apc_code_2009.pdfhttp://www.bbc.co.uk/blogs/bbcinternet/20 09/08/the_open_day_in_full.htmlhttp://www.skillset.org