Avanca 2011 Communication (English version)

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Avanca 2011 Communication (English version)

  1. 1. THE CULTURAL REVOLUTION INAUDIOVISUAL CONTENT’SCONSUMPTION, PRODUCTIONAND DISTRIBUTIONLeonardo Pereira • leonardpeartree@gmail.comFaculdade de Belas Artes da Universidade do Porto • 23rd July, 2011
  2. 2. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionSo what am I gona talk to you about today?About the way we can, today, produce and distributeAudiovisual Content;About the way the most of us consume, today,Audiovisual Content; Contact • leonardpeartree@gmail.com
  3. 3. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionAnd why?Because the means of access and distribution toAV Content changed, wich triggered a culturalrevolution in:1. The consumer’s role in the media’s ecossystem;2. In how AV Content is today consumed. Contact • leonardpeartree@gmail.com
  4. 4. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionBut first things first...So how was the general media’s ecossystem before thiscultural revolution took place? Contact • leonardpeartree@gmail.com
  5. 5. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionIn the past...The traditional media’s distribution and consumptionsystem had the two main and following features: Contact • leonardpeartree@gmail.com
  6. 6. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distribution1Each type of media was distributed and consumed over it’sown specific medium: Press Radio Television & AV C. Newspappers magazines, Radio Television sets books, etc... devices; & movie Theaters Contact • leonardpeartree@gmail.com
  7. 7. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distribution2And it was a vertical system: Big Media Corporations - “The ruling power” Passive Consumers - Dominated by the BMC Contact • leonardpeartree@gmail.com
  8. 8. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionBut today...the Big Media Corporations and the “TV set tirany”lost part of their rulling power over the consumer......but why? Contact • leonardpeartree@gmail.com
  9. 9. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionIn the first place...this loss of power comes from the rising of new digitalplatforms, which increased AV Content’s distribution andconsumption means of access. “Online like” Interactive TV platforms “home like“ ITV Platforms Mobile Web & Mobile TV “Facebook and Youtube like” platforms Contact • leonardpeartree@gmail.com
  10. 10. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionSecondly...the loss of power comes from the different consumptionpatterns of AV Content. Contact • leonardpeartree@gmail.com
  11. 11. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionWe’ve entered in thefractioned consumptionpatterns Era...“Among consumers worldwide, thetraditional television set is increasinglyregarded as just one option amongseveral for consuming video content (...)”Source: Sonnabend, 2008: 02 Contact • leonardpeartree@gmail.com
  12. 12. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionExamples of the fractionedconsumption patternsIn 2008, when Tina Fey satiryzed Sarah In Brazil, the series was mostly consumedPalin, only a third of the Americans watched Internet over the internet:the video on TV. The remaining spectatorssaw it online or on a DVD. TV: 38 000 spectators per minute; Internet: 70,000 downloads per minute.Source: Boggie & Sonnabend, 2009: 01 Source: Albuquerque, 2009: 09 Contact • leonardpeartree@gmail.com
  13. 13. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distribution 3000000000 views per day! In May 2011 Youtube reaches 3 bilion views per day. Source: http://whiteandwong.org/youtube-hits-3-billion-views-per-day/ The entire planet has almost 7 bilion people! Contact • leonardpeartree@gmail.com
  14. 14. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distributiontherefore...we consume AV content, where we want, how we wantand when we want to!We are no longer “tied up” to the Tv set’sTyranny! Contact • leonardpeartree@gmail.com
  15. 15. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distributionthirdly...the BMC’s loss of power comes from the new consumer’sactive and participatory role, both in AV Content’sproduction and distribution. Contact • leonardpeartree@gmail.com
  16. 16. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionThe “Participatory Culture” rises...With the rise of free online platforms, such as “blogs“,“Youtubes” and “Facebooks”, we can now do what in thepast, only BMCs could do!Wich is to Produce and Distribute AV content! Contact • leonardpeartree@gmail.com
  17. 17. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distribution BMCs Prosumer = These platforms, because of their free publishing and sharing features,blured some of the differences between consumers and BMCs, in terms of AV Content’s production and distribution. Contact • leonardpeartree@gmail.com
  18. 18. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionThe Consumer is, today, a distributor...This new consumer distributes, both User Generated Contentand Third party content, actively contributing to it’s successor failure - Viral Effect. Embed Share Upload re-Share Consumer Contact • leonardpeartree@gmail.com
  19. 19. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionThis means...That if, in the past, content’s distribution and success depended only ofthe BMCs, today it also depends of the consumer’s active role on socialnetworks and video sharing plarforms. Contact • leonardpeartree@gmail.com
  20. 20. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionBut the consumer is also a Producer...If before the rise of youtube like platforms, most of the consumed contentwas professionally produced, today a significant part is user generatedcontent .And we, consumers, love what our “coleague consumers“ produceand upload to video saring platforms! Contact • leonardpeartree@gmail.com
  21. 21. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distribution The figures and numbers don’t lie... 93.2 bilion views 65.5% 49.1 bilion views 34.5% Profissionai AV Content vs User Generated Content 2009’s online video consumption figures Source: http://www.kikabink.com/news/professional-and-user-generated-video-ugv-views-up-36-percent-in-2009/ Contact • leonardpeartree@gmail.com
  22. 22. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distribution User generated viral cases “Keenan Cahill” http://www.youtube.com/watch?v=lm_n3hg-Gbg&feature=relmfu http://www.youtube.com/watch?v=Dwimc4cvUmQ “Great Depression cooking” 94 year old grandmother Clara http://www.youtube.com/watch?v=WAa4-cctmDk Contact • leonardpeartree@gmail.com
  23. 23. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionCharlie bit my fingerYoutube’s most viewed video in 2009 - 148000000 views!Source: Richard Macmanus em http://www.readwriteweb.com/archives/top_10_youtube_videos_of_all_time.php Triviality; Very scarce production resources. Views it has today...Video: http://www.youtube.com/watch?v=_OBlgSz8sSMOnly surpassed by Lady Gaga’s “Bad Romance“ video in May, 2010! Contact • leonardpeartree@gmail.com
  24. 24. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionUltimate Dog TeaseIn only 2 months (2011) - reaches almost 47000000 views! Video: http://www.youtube.com/watch?v=nGeKSiCQkPw Contact • leonardpeartree@gmail.com
  25. 25. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionAmongst others that suddenly explode over the net. http://www.youtube.com/watch?v=8OU1mW0Ty_Y&feature=player_embedded Even days ago, among the eight most viral videos on Twitter, two were “homemade.” And one was in the first place, in front of Justin Bieber and Beyonce! http://www.youtube.com/watch?v=JgEa2tUtm0M Source (09th of July, 2011): http://viralvideochart.unrulymedia.com/?platform=twitter Contact • leonardpeartree@gmail.com
  26. 26. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionSo...As we’ve seen, the Media’s consumption, productionand distribution’s system has changed... a lot!Mainly because Consumers aren’t passive anymore:• They have greater control over what, where and when they consume AV content;• They have fractioned consumption patterns over several platforms;• They want to take part on the Media’s Ecossystem both as producers and as distributors. Contact • leonardpeartree@gmail.com
  27. 27. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionGiven this new Media landscape scenario...Isn’t it advisable, for those who produce professional AV Content, toadapt their production and distribution strategies to this new reality? Contact • leonardpeartree@gmail.com
  28. 28. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionI believe so... But how?Is it enough to deliver and repeat the same content over differentplatforms, in a simulcast distribution model?The same content delivered over:• TV?• Mobile TV?• Youtube like platforms?• other platforms? Contact • leonardpeartree@gmail.com
  29. 29. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionMaybe! But it may not be enough...According to a study, on AV Content’s consumption habits,consumers tend to expect to have access to different content fromplatform to platform.Source: Boggie & Sonnabend, 2009: 10-11 Contact • leonardpeartree@gmail.com
  30. 30. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distribution Solution? Transmedia StorytellingAccording to Henry Jenkins “in a Transmedia Project the story orexperience is spread across a variety of media platforms, not in a waythat’s redundant but rather in a way that’s complementary, so thateach platform contributes in what it does best.”Source: Jenkins, 2009: T.C.: 3:00 – 3:14 Contact • leonardpeartree@gmail.com
  31. 31. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionTransmedia Audiovisual Products“Matrix”This supposedly movie and its story was spread over several media platforms: • 3 Movies • Several Anime short movies • 20 Comic Books • 3 Videogames • and fan fiction productions such as Lego Matrix:http://www.youtube.com/watch?v=N5EeVkhRCC8&feature=relatedBut there was no redundancy. Instead there was complementarity between thecontent distributed across different platforms. For example, billboards that appearedin some of the movies’ shots contained codes that unlocked the access to specificlevels of videogames.Source: Jenkins, 2008: 99 Contact • leonardpeartree@gmail.com
  32. 32. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionTransmedia Audiovisual Products“Lost”This series and its story was also spread across several media platforms: • Television series; • 13 Mobile TV Mobisodes - Missing Pieces; • Games; • Wiki - collaboratively produced by fans.Mobisódio “The Deal“: http://www.youtube.com/watch?v=OVBObv13O6c&feature=relatedOnce again the content spread over the different platforms was complementaryinstead of redundant. For example, the Mobisodes showed not shown scenes onthe TV series. One Mobisode shows the specific scene where Michael betrays hisfriends in exchange for his son’s freedom.Fonte: Albuquerque, 2009: 08 Contact • leonardpeartree@gmail.com
  33. 33. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionTransmedia Audiovisual Products“Magnum Gold” campaignThis campaign was also spread across several media platforms: http://www.youtube.com/watch?v=o1f1mRRugHw&feature=related • Press ads; • One promotional website - offline with an online challenge: “As good as gold“; • Short video Ads for TV: http://www.youtube.com/watch?v=7NGg2feEhHs&feature=related • One fake Movie trailer ad for movie theaters exhibition. Contact • leonardpeartree@gmail.com
  34. 34. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionTransmedia Audiovisual Products“Magnum Gold” campaignBut what made this campaign a transmedia one was, in addition to the complemen-tary character, the fact that the content took advantage of each platform’s availablecommunication features, so each platform contributed in what it did best.Challenge “As good as Gold“: Movie theater trailer ad:• Consumer takes part of a 3rd movie; This Ad used the tipical Hollywood Movie• Consumer shares his movie with Trailer aesthetics, therefore causingfriends. surprise when it was expected to be a Movie trailer instead of an ice cream ad. Contact • leonardpeartree@gmail.com
  35. 35. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionConclusion...Using the Transmedia Storytelling strategy the Producers of Matrix, Lost and theMagnum Gold Campaign, fed the consumer’s interest and led him to “move” throughthe different entry points into the story or narrative of these products,thus ensuring their success witin their audience. Contact • leonardpeartree@gmail.com
  36. 36. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionTo what extent does the Transmedia strategy offer a betteranswer than the Unimediatic one, to the new culturalrevolution described before?As shown:• It responds to the new user’s fractionated consumption patterns;• It responds to the active and participatory relationship with Media that consumers today demand and want to have;• It responds to the consumer’s expectation of finding different and complementary content across different media platforms. Contact • leonardpeartree@gmail.com
  37. 37. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and Distribution Thank you very much for your attention! Contact • leonardpeartree@gmail.com
  38. 38. Leonardo Pereira • The Cultural Revolution in Audiovisual Content’s Consumption, Production and DistributionReferences• ALBUQUERQUE Afonso (2009) – Lost e a ficção Transmídia. Curitiba, Brasil, Intercom – Sociedade Brasileira de estudos interdisciplinares de comunicação, 12 pp. Paper submetido ao XXXII Congresso Brasileiro de Ciências da Comunicação – Curitiba• BARLOW Aaron (2005) – The DVD Revolution: Movies Culture & Technology. Westport USA, Praeger Publishers, ISBN-13: 978-0275983871, 200 pp.• BOGGIE Matt, SONNABEND Ross (2009) – Television: Entering the era of mass-fragmentation. Accenture USA, Accenture Consumer Broadcast Survey 2009, 17 pp.• DAMÁSIO, Manuel J. (2007) – A experiência de uso e consumo dos novos media em ambientes de multimedia distribuídos. Braga, Portugal, SOPCOM 16 pp. Paper submetido ao 5º Congresso da SOPCOM, “Comunicação e Cidadania”, Universidade do Minho, Braga.• JENKINS Henry (2006) – Convergence Culture. Where Old and New Media collide. New York and London, New York University Press, ISBN-13: 978-0814742815, 336 pp.• JENKINS Henry (2009) – “Henry Jenkins”, in www.youtube.com, Setembro de 2009. http://www.youtube.com/watch?v=ibJaqXVaOaI• JENKINS Henry (2010) – “Hollywood goes Transmedia”, in Confessions of an Aca-Fan. The Official weblog of Henry Jenkins, Abril de 2010. http://henryjenkins.org/2010/04/hollywood_goes_transmedia.html• MARRS, Scott D., LYND John W. (2006) – “Viral videos publicize – but infringe”, in The National Law Journal, Houston, Maio de 2006. http://www.bmpllp.com/files/1155314768.pdf• NIELSEN WIRE (2010) – “Americans Using TV and Internet Together 35% More Than A Year Ago”, in www.BlogNielsen.com, Março de 2010. http://blog.nielsen.com/nielsenwire/online_mobile/three-screen-report-q409/• O’BRIEN Kevin J. (2008) – “Mobile TV Spreading in Europe and to the U.S”, in Yahoo Finance, Maio de 2008. http://biz.yahoo.com/nytimes/080506/1194771946810.html?.v=18• PARR, Ben (2010) – “YouTube Surpasses Two Billion Video Views Daily”, in www.mashable.com, Maio de 2010. http://mashable.com/2010/05/17/youtube-2-billion-views/• PATO, Luis M. (s.d.). Crossmedia: A cultura do nomadismo audiovisual na implementação das “Smart Mobs”, Coimbra, Portugal, Escola superior de Educação de Coimbra, 26 pp.• SONNABEND Ross (2008) – Television in Transition: Evolving consumption habits in broadcast media worldwide. Accenture USA, Accenture Consumer Broadcast Survey 2008, 24 pp. Contact • leonardpeartree@gmail.com

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