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  • <br /> <br />
  • <br /> <br />
  • This presentation consists of two parts. First a few thing about the crossmedia concept and its USP’s. Second a few things about the production proces. <br />
  • This presentation consists of two parts. First a few thing about the crossmedia concept and its USP’s. Second a few things about the production proces. <br />
  • This presentation consists of two parts. First a few thing about the crossmedia concept and its USP’s. Second a few things about the production proces. <br />
  • To get an idea of the concept we’ll first quickly mention some facts. <br />
  • SpangaS is a daily tv-show situated on a high school. An episode is 10 minutes long and targeted at 9 to 12 year olds. <br />
  • There’s three things we want to pinpoint, which we believe are the USP’s of the concept. We’ll start off with Crossmedia storytelling. <br />
  • We just saw the trailer. Here’s Flip again. And these are his classmates. <br />
  • We just saw the trailer. Here’s Flip again. And these are his classmates. <br />
  • At the end of the show the protagonist takes the cam and does a confession. After a few words he/she directs the viewers to the website by saying: ‘If you want to see my whole confession, go to the website’. <br />
  • So, the story doesn’t end and the end of the show. The protagonist takes us online where the story is continued and given more than one spin. <br />
  • This is the homepage that you see after you go online at the end of the show. <br />
  • You’ll find the confession immediatelly on the homepage. No clicking needed. It’s right there. Not only is the story continued, it’s brand extention too! <br />
  • You’ll find the confession immediatelly on the homepage. No clicking needed. It’s right there. Not only is the story continued, it’s brand extention too! <br />
  • But that’s not all. The other character surrounding the protagonist of the episode blog about their feelings and experiences on their profile page. Visitors can react and once in a while characters reply! <br />
  • But that’s not all. The other character surrounding the protagonist of the episode blog about their feelings and experiences on their profile page. Visitors can react and once in a while characters reply! <br />
  • The second USP is Augmented reality. A term originating from the gaming industry. It more or less means that reality and virtual reality cross or colide. <br />
  • We’ll just give an example. In The Netherlands you’ve got a Teacher of the Year contest. It’s a stand alone contest, which existed outside of SpangaS. Pupils can enter their teacher in the contest and vote online. The teacher in the show is also entered and the characters vote for him. Of course this is not real, they’re actors, remember. The teacher who won in real life is given a guest role in an episode. This isn’t a one-off thing. We do it constantly with other contests, NGO’s, etc <br />
  • We’ll just give an example. In The Netherlands you’ve got a Teacher of the Year contest. It’s a stand alone contest, which existed outside of SpangaS. Pupils can enter their teacher in the contest and vote online. The teacher in the show is also entered and the characters vote for him. Of course this is not real, they’re actors, remember. The teacher who won in real life is given a guest role in an episode. This isn’t a one-off thing. We do it constantly with other contests, NGO’s, etc <br />
  • We’ll just give an example. In The Netherlands you’ve got a Teacher of the Year contest. It’s a stand alone contest, which existed outside of SpangaS. Pupils can enter their teacher in the contest and vote online. The teacher in the show is also entered and the characters vote for him. Of course this is not real, they’re actors, remember. The teacher who won in real life is given a guest role in an episode. This isn’t a one-off thing. We do it constantly with other contests, NGO’s, etc <br />
  • We’ll just give an example. In The Netherlands you’ve got a Teacher of the Year contest. It’s a stand alone contest, which existed outside of SpangaS. Pupils can enter their teacher in the contest and vote online. The teacher in the show is also entered and the characters vote for him. Of course this is not real, they’re actors, remember. The teacher who won in real life is given a guest role in an episode. This isn’t a one-off thing. We do it constantly with other contests, NGO’s, etc <br />
  • We’ll just give an example. In The Netherlands you’ve got a Teacher of the Year contest. It’s a stand alone contest, which existed outside of SpangaS. Pupils can enter their teacher in the contest and vote online. The teacher in the show is also entered and the characters vote for him. Of course this is not real, they’re actors, remember. The teacher who won in real life is given a guest role in an episode. This isn’t a one-off thing. We do it constantly with other contests, NGO’s, etc <br />
  • We’ll just give an example. In The Netherlands you’ve got a Teacher of the Year contest. It’s a stand alone contest, which existed outside of SpangaS. Pupils can enter their teacher in the contest and vote online. The teacher in the show is also entered and the characters vote for him. Of course this is not real, they’re actors, remember. The teacher who won in real life is given a guest role in an episode. This isn’t a one-off thing. We do it constantly with other contests, NGO’s, etc <br />
  • The last USP is Interaction - which we take great pride in. <br />
  • <br /> Back to the profile page of the characters; they blog on their profile pages. Visitors can also create profile pages and befriend the characters as well as other real life kids. <br /> <br />
  • <br /> Back to the profile page of the characters; they blog on their profile pages. Visitors can also create profile pages and befriend the characters as well as other real life kids. <br /> <br />
  • <br /> This is a random profile page. You can do all the stuff an average social network let’s you: add friends, blog, upload pics and vids. We also put much effort in contests, polls and games just to trigger interaction. <br /> <br />
  • <br /> This is a random profile page. You can do all the stuff an average social network let’s you: add friends, blog, upload pics and vids. We also put much effort in contests, polls and games just to trigger interaction. <br /> <br />
  • <br /> This is a random profile page. You can do all the stuff an average social network let’s you: add friends, blog, upload pics and vids. We also put much effort in contests, polls and games just to trigger interaction. <br /> <br />
  • <br /> This is a random profile page. You can do all the stuff an average social network let’s you: add friends, blog, upload pics and vids. We also put much effort in contests, polls and games just to trigger interaction. <br /> <br />
  • <br /> We - for example - asked visitors to sing and film their own version of the intro tune. Kids enter in great numbers. <br /> <br />
  • <br /> We - for example - asked visitors to sing and film their own version of the intro tune. Kids enter in great numbers. <br /> <br />
  • But it’s not all just fun. We also use polls and the forum the check the opinion of the kids and even take subjects from them. Here you can see an excerpt of a script about finding a new love after divorce and the hardship it brings for kids. The inspiration came from the forum where kids we’re talking about it a lot. <br />
  • From time to time chat sessions are organized with the actors - this time not the characters. <br />
  • What do we reach with it? <br />
  • Of course the absolute numbers don’t tell a lot ‘cause Holland is fairly small. Here’s some highlights: 25 % of the visitors stay on the site for 20 minutes or more. That’s a very long time for the web. More than 70.000 profiles. 8 million episodes were streamed online since the end of 2007. 1.250 photo’s added per day. 2.500 blog posts. <br />
  • What do we want you to remember? <br />
  • Crossmedia storytelling, Augmented reality and Interaction <br />
  • Starting of with the second part of the presentation we’ll first look at the development of the concept. <br />
  • SpangaS started at the end of 2007. The copyright lies with the NCRV and NL Film & TV, the production company. SpangaS is derived from Spanga, which is slang and means ‘cool’. We’ll be airing until mid 2011. <br />
  • Before the start we did an extensive research of the target group. <br />
  • Through in-dept interviews we learned that kids like to look up to older kids. That’s why we’ve chosen for a schoolsetting. Kids in the target group can easily multitask - therefore SpangaS had to be a multi platform project. And kids like to be involved, engaged with the program and talk about it. <br />
  • Something about the show. <br />
  • Kids don’t want information but emotion. There a 10 main characters from different background so everynody has someone to relate to. All kinds of subjects are addressed but there’s never any judgments. It’s about addressing problems which kids can solve themselve - with each other - online. The show’s save ‘cause it’s never about sex or drugs - we keep the younger kids in mind. Furthermore it’s realistic instead of hyperrealistic as it is the case with many soaps. <br />
  • The production proces is something we’re proud of... <br />
  • Together with our partner NL Film we’ve decided not to use any studios. The show’s shot on real locations: a real school, real sports clubs, etc. The show’s aired twice daily. So it’s on for 20 minutes for the price of 10 minutes. <br />
  • So what do we’ve got more... <br />
  • Next to the tv show, we’ve of course got the sociale network-site, but also magazines, novelizations, narrow casting on schools, etc. Every medium has it’s own power and therefore additional content. You’ll never read something on the mag that’s been on tv. Every platform has unique content. <br />
  • Next to the tv show, we’ve of course got the sociale network-site, but also magazines, novelizations, narrow casting on schools, etc. Every medium has it’s own power and therefore additional content. You’ll never read something on the mag that’s been on tv. Every platform has unique content. <br />
  • As we speak SpangaS - The Movie is also being shot. <br />
  • We do a lot more... <br />
  • So what are the results? <br />
  • We’ve got a 40% market share within the target audience - coming from 20% before SpangaS - in a highly competitive field. <br />

Spangas Ebu Def Full Incl Comments Spangas Ebu Def Full Incl Comments Presentation Transcript

  • NCRV.nl Eurovision TV Summit 2009, 4-8 may 2009, Lucerne, Switzerland
  • By Leontine Groen & Wilko van Iperen NCRV NCRV.nl Eurovision TV Summit 2009, 4-8 may 2009, Lucerne, Switzerland
  • Table of content
  • Table of content • • Facts TV Interaction • • Crossmedia storytelling Stats ONLINE • • Augmented reality What did you just see?
  • Table of content • • Development concept Production • • Research of target group Crossmedia/Merchandise • • Program Stats TV
  • Facts TV
  • Daily Highschool 10 minutes 9-12 year olds
  • Crossmedia storytelling
  • Flip does a online confession
  • TV/brand extended Flip does a online confession
  • • Other characters blog on their profile; • Kids react; • Characters reply!
  • Augmented reality
  • • Concierge of the year • Heart foundation • EduKans
  • Interaction
  • • Characters blog on profile; • Visitors can also create profile and befriend;
  • Do all the stuff an average social network lets you: add friends, blog, upload pics & vids
  • Do all the stuff an average social network lets you: add friends, blog, upload pics & vids And UGC-contests, polls, games: interaction
  • UGC!
  • We use polls and the forum for episode subjects
  • Live chat
  • Stats online
  • 65.000 unique visitors week 200.000 unique month 25% > 20 min 70% girls / 30% boys 70.000 profiles 8 million streams 11.000 newsletters 1.250 photo’s a day 2.500 posts a day 300 forum a day
  • What did you just see?
  • • Crossmedia storytelling • Augmented reality • Interaction
  • Development
  • • Start date • Copyright • Name • End date?
  • Research of target group
  • • In-depth interviews • Look up to • Multi-tasking • Trigger involvement
  • Program
  • • Emotional • Identify with characters & context • No judgement • Problems (solving) • Safe • Realism
  • Production
  • • NL Film • No studios • Twice daily • Budget
  • Crossmedia/Merchandise
  • Every medium has it’s power
  • Every medium has it’s power Additional content
  • Dvd Diary School stuff Meet & Greet Give-aways Narrowcasting
  • Stats TV
  • 40% market share Competition 20 vs 40
  • Conclusion
  • Crossmedia concept from the start
  • leontine.groen@ncrv.nl wilko.vaniperen@ncrv.nl cross media producer head internet find me @ facebook.com linkedin.com/in/wilkovaniperen twitter.com/xl2