Mike DicksInsert some stuff about your political incorrectness (butnot as bad as Hugh), your geekyness (but not as bad asT...
Channel 4 1997Produced and ran Channel 4s website (all of it)
Fightbox2000/2001 BBCFirst real multi-platform show for the BBC, Web/TV/Game
Get cooking (bbc)Online cookbook with BBC chefs, searchable database
Breaking the newsOnline, in school, on TV project to teach news skills to 14-19 yearolds
WannabesInteractive soap opera for the BBC
Movement : playstationComedy / Music series on the Playstation
Empires childrenSupport piece for Channel 4 allowing viewers to tell their ownstories
Owning BeautyA design, retail, drama and book
Colaborative writingPhone, Book and online drama
SubmitA film project, what if you could see all the data?
Crowd funding and new investmentLooking into new ways to fund content production
#bookHopefully soon to be published book about all this stuff, butprocrastination and laziness is getting in the way
PactSenior Policy Executive
world class content sector for thedigital age
Mike DicksSENIOR POLICY EXECUTIVE+44 770 3020847mike@pact.co.uk
Member organisationOver 340 members
Screen based producersFilm, TV, Digital
Free legal and commercial adviceSpecialist team
Negotiating fairer rightsFor creative producers
LobbyingGovernment, trusts, companies
Support business growthMarkets, training, support
Digital?
Multi-platformin’A rough guide to the world of multi-platform, theeditorial, creative, technical, commercial and legalstuf...
agenda•   What is multi-platform•   State of the market •   Examples and a case study•   Exercise - two groups work on ide...
what is multi-platform?
it’s not so new....
Meet UGGWho was out hunting and was chased for about a mile by an angrymammoth
UGG becomes a narativeDue to the lack of television, the tribe tells stories about UGG
UMM paints UGGs storyAnd it becomes a long lasting work of art
Kids want to be UGGAnd a range of UGG branded toys appear
UGG branches outPicked up by record company, launches concept album
Platforms and Narratives
“Convergence is a cultural, ratherthan technological, process. Wenow live in a world where everystory, image, sound, idea,...
is it about gadgets?
Is everything becominginteractive?
50+ Million users /$400k Revenue
Let’s not get too excited...If the Twitter community was 100 people 20 dead                                               ...
Go mainstream
Multiplatform is merchandising..
licensing +
Platforms and Narratives  story   brand   Interaction   distribution                  Promotion                  extension
What is the audience doing?230      222 225184                  188                           170138                      ...
Who to aim at?                       OPEN                      ACCESS                                                     ...
Kool KidsPrefer interactive and mobile mediaexperiences and rely heavily on contentsharing and social interaction
GadgeteersDrawn to the latest devices and experiences and areinterested in participating and controlling the time andplace...
Massive PassivesHistorically content with traditional, “lean back” mediaexperiences; however, now more actively following ...
Examples
Darfur is dyingCan a game achieve the same as a doc
The Big Issuehttp://www.honkytonk.fr/index.php/thebigissue/
The Big Issue
Wallace & Gromit - WOIBBC TV Series with live events, online and classroom resources
Love Letters to the FutureOnline resource showing results of submission campaign leading to atimecapsule
Hughs FishFightChannel 4 series with direct action website attached
LandshareA service that comes out of a TV spot
embarrasing bodies
History of the World in 100 objectsRadio, podcasts, exhibition, web resource, community resource,game, kids gameshow
Global conflicts
Gaza / SerdotTwo towns, two videos, two perspectives
Britain from aboveAdditional content, provided as navigable space online
We choose the moonInteractive documentary of the first moon landing
The Girl EffectOnline campaign, films and charity – starts with a simple animatedidea
Battlefront – C4Campaigns, TV, Toolkits, Social
Prison Valley - arteThe French duo David Dufresne and Philippe Brault decided to produce a documentary on the issue of inc...
Creating the Nebula - wiredDocumentary app, magazine and sponsorship
ToolsWhat is available to a content maker to help them telltheir story online?
Facebook
Tumblr
Google+
Storify.com
Scoop.ithttp://youtu.be/Bnr6QKKcsII?hd=1
webdochttp://www.webdoc.com/documents/C4D4C1FA-06A0-0001-C5F3-4F661EC01F56?kme=from_facebook
Poziblehttp://www.pozible.com/
KlyntKlynt is an interactive editing & publishing application dedicated tocreative storytellers.
workshopDeveloping your project
Workshop 1
Getting the cash
Keys to the crowd•   Write a crowd funding          •   Syndicate for your mates    budget                         •   Use...
Write a crowdfunding budget
Don’t kid yourselfand be overoptimistic withcosts
Always allow 10%on top
Try to keep thebudget small
Don’t scrimp onquality
Claim tax credits
Get anaccountant
Raise the stakesas risk lowers
Get donations too
Syndicate foryour mates
Use contracts
InvestmentFrom Spanner Films
Get lawyers
Pitch to anyone youeven slightly knowwho is even remotelyrich (er than you)
Spend the moneyon your project
Share out the loot
Unexpectedbonuses
kickstarterKickStarter has received quite a bit of publicity recently for its efforts. Most notably the open source facebo...
rockethubwww.rockethub.comAnother very similar site to KickStarter is RocketHub. Describing themselves as a grass roots cr...
Pozible
fansnextdoorFans next door is a European Crowdfunding website  (still in beta) and as yet they don’t  take a cut for promo...
indiegogohttp://www.indiegogo.com/IndieGoGo offers a wide variety of creative art funding categories, with projects in eve...
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Esodoc multiplatform - 2011 [italy] 1

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Esodoc multiplatform - 2011 [italy] 1

  1. 1. Mike DicksInsert some stuff about your political incorrectness (butnot as bad as Hugh), your geekyness (but not as bad asThomas) and your propensity to procrastinate - as badas it gets
  2. 2. Channel 4 1997Produced and ran Channel 4s website (all of it)
  3. 3. Fightbox2000/2001 BBCFirst real multi-platform show for the BBC, Web/TV/Game
  4. 4. Get cooking (bbc)Online cookbook with BBC chefs, searchable database
  5. 5. Breaking the newsOnline, in school, on TV project to teach news skills to 14-19 yearolds
  6. 6. WannabesInteractive soap opera for the BBC
  7. 7. Movement : playstationComedy / Music series on the Playstation
  8. 8. Empires childrenSupport piece for Channel 4 allowing viewers to tell their ownstories
  9. 9. Owning BeautyA design, retail, drama and book
  10. 10. Colaborative writingPhone, Book and online drama
  11. 11. SubmitA film project, what if you could see all the data?
  12. 12. Crowd funding and new investmentLooking into new ways to fund content production
  13. 13. #bookHopefully soon to be published book about all this stuff, butprocrastination and laziness is getting in the way
  14. 14. PactSenior Policy Executive
  15. 15. world class content sector for thedigital age
  16. 16. Mike DicksSENIOR POLICY EXECUTIVE+44 770 3020847mike@pact.co.uk
  17. 17. Member organisationOver 340 members
  18. 18. Screen based producersFilm, TV, Digital
  19. 19. Free legal and commercial adviceSpecialist team
  20. 20. Negotiating fairer rightsFor creative producers
  21. 21. LobbyingGovernment, trusts, companies
  22. 22. Support business growthMarkets, training, support
  23. 23. Digital?
  24. 24. Multi-platformin’A rough guide to the world of multi-platform, theeditorial, creative, technical, commercial and legalstuff you should think about and some practicaldevelopment
  25. 25. agenda• What is multi-platform• State of the market • Examples and a case study• Exercise - two groups work on ideas from the group to map out the opportunities.• Evaluating elements of an MP project - what is the purpose of each part?• How does it add up to the objectives of the project.• Workshop 2 - individual project time - one-to-ones and development• Tools of the trade, the platforms and apps• Who to pitch to and how• Workshop – pitch• Getting social - promotion of you, your project, the TX and beyond• Workshops and one-to ones
  26. 26. what is multi-platform?
  27. 27. it’s not so new....
  28. 28. Meet UGGWho was out hunting and was chased for about a mile by an angrymammoth
  29. 29. UGG becomes a narativeDue to the lack of television, the tribe tells stories about UGG
  30. 30. UMM paints UGGs storyAnd it becomes a long lasting work of art
  31. 31. Kids want to be UGGAnd a range of UGG branded toys appear
  32. 32. UGG branches outPicked up by record company, launches concept album
  33. 33. Platforms and Narratives
  34. 34. “Convergence is a cultural, ratherthan technological, process. Wenow live in a world where everystory, image, sound, idea, brandand relationship will play itself outacross all possible mediaplatforms”Henry Jenkins, MIT – Convergence Culture
  35. 35. is it about gadgets?
  36. 36. Is everything becominginteractive?
  37. 37. 50+ Million users /$400k Revenue
  38. 38. Let’s not get too excited...If the Twitter community was 100 people 20 dead only 5 (empty accounts) With more than 100 followers 50 lazy 5 loud mouths Not tweeted in the last week Creating 75% of the tweets Based on ‘Lets Not Get Too Excited...’ by David McCandelish
  39. 39. Go mainstream
  40. 40. Multiplatform is merchandising..
  41. 41. licensing +
  42. 42. Platforms and Narratives story brand Interaction distribution Promotion extension
  43. 43. What is the audience doing?230 222 225184 188 170138 2004 2009 92 46 27 0 12 12 13 13 6 Television Radio Internet (Fixed) Phone (Fixed) Phone (mobile)
  44. 44. Who to aim at? OPEN ACCESS kool kids gadgetiers PASSIVE INVOLVED massive passives LIMITED ACCESS 2006 
 2012
  45. 45. Kool KidsPrefer interactive and mobile mediaexperiences and rely heavily on contentsharing and social interaction
  46. 46. GadgeteersDrawn to the latest devices and experiences and areinterested in participating and controlling the time andplace of their media experiences
  47. 47. Massive PassivesHistorically content with traditional, “lean back” mediaexperiences; however, now more actively following thefirst movers into digital media
  48. 48. Examples
  49. 49. Darfur is dyingCan a game achieve the same as a doc
  50. 50. The Big Issuehttp://www.honkytonk.fr/index.php/thebigissue/
  51. 51. The Big Issue
  52. 52. Wallace & Gromit - WOIBBC TV Series with live events, online and classroom resources
  53. 53. Love Letters to the FutureOnline resource showing results of submission campaign leading to atimecapsule
  54. 54. Hughs FishFightChannel 4 series with direct action website attached
  55. 55. LandshareA service that comes out of a TV spot
  56. 56. embarrasing bodies
  57. 57. History of the World in 100 objectsRadio, podcasts, exhibition, web resource, community resource,game, kids gameshow
  58. 58. Global conflicts
  59. 59. Gaza / SerdotTwo towns, two videos, two perspectives
  60. 60. Britain from aboveAdditional content, provided as navigable space online
  61. 61. We choose the moonInteractive documentary of the first moon landing
  62. 62. The Girl EffectOnline campaign, films and charity – starts with a simple animatedidea
  63. 63. Battlefront – C4Campaigns, TV, Toolkits, Social
  64. 64. Prison Valley - arteThe French duo David Dufresne and Philippe Brault decided to produce a documentary on the issue of incarceration in Colorado. But,they didn’t just throw up a passive, hour-long, badly compressed web video. Instead, the end product became an interactivedocumentary with user-submission tools throughout and available on multiple platforms.They created an iPhone app, and they have a presence on Twitter, Facebook and their blog. They will then reverse publish it to a TVspecial this summer and a book next fall. Welcome to the next generation of multimedia storytelling!
  65. 65. Creating the Nebula - wiredDocumentary app, magazine and sponsorship
  66. 66. ToolsWhat is available to a content maker to help them telltheir story online?
  67. 67. Facebook
  68. 68. Tumblr
  69. 69. Google+
  70. 70. Storify.com
  71. 71. Scoop.ithttp://youtu.be/Bnr6QKKcsII?hd=1
  72. 72. webdochttp://www.webdoc.com/documents/C4D4C1FA-06A0-0001-C5F3-4F661EC01F56?kme=from_facebook
  73. 73. Poziblehttp://www.pozible.com/
  74. 74. KlyntKlynt is an interactive editing & publishing application dedicated tocreative storytellers.
  75. 75. workshopDeveloping your project
  76. 76. Workshop 1
  77. 77. Getting the cash
  78. 78. Keys to the crowd• Write a crowd funding • Syndicate for your mates budget • Use contracts• Don’t kid yourself and be • Get lawyers over optimistic with costs • Pitch to anyone you even• Always allow 10% on top slightly know who is even• Try to keep the budget small remotely rich (er than you)• Don’t scrimp on quality • Spend the money on your• Claim tax credits project• Get an accountant • Share out the loot• Raise the stakes as risk • Unexpected bonuses lowers• Get donations too
  79. 79. Write a crowdfunding budget
  80. 80. Don’t kid yourselfand be overoptimistic withcosts
  81. 81. Always allow 10%on top
  82. 82. Try to keep thebudget small
  83. 83. Don’t scrimp onquality
  84. 84. Claim tax credits
  85. 85. Get anaccountant
  86. 86. Raise the stakesas risk lowers
  87. 87. Get donations too
  88. 88. Syndicate foryour mates
  89. 89. Use contracts
  90. 90. InvestmentFrom Spanner Films
  91. 91. Get lawyers
  92. 92. Pitch to anyone youeven slightly knowwho is even remotelyrich (er than you)
  93. 93. Spend the moneyon your project
  94. 94. Share out the loot
  95. 95. Unexpectedbonuses
  96. 96. kickstarterKickStarter has received quite a bit of publicity recently for its efforts. Most notably the open source facebook alternative Diaspora managed to raise $10,000 in just 39 days, proving that theconcept had legs, and that crowdfunding as  a concept has the community well and truly behind it. It’s not just software projects that the site caters for, out of all the current activity on thesite, software is probably the most dull – as creatives around the world have embraced it as a way to realise spectacular dreams.  With everything from life sized mousetrap games to oneman’s cultural journey across Mexico KickStarter has clearly captured the imagination of its audience.As far as the rules for funding goes, KickStarter keeps things simple. In order to receive the funding needed, a project must reach or exceed its funding goal or no money changes hands. If youdo manage to reach your goal, 5% is taken from the project creator. Personally I think this is fair, with the current traffic / reach of the site, the tools available to manage your project, andthe empowerment that a site like this gives individuals 5% isn’t that big an ask.www.kickstarter.com
  97. 97. rockethubwww.rockethub.comAnother very similar site to KickStarter is RocketHub. Describing themselves as a grass roots crowdfunding site, Rockethub’s focus is again within the creativearts, with the two audiences for the site split into ‘Fuelers’ – those providing financial assistance to cool projects, and ‘Creatives’ – those coming up with theconcepts, artwork and music and in need of funding.One fundamental differences between KickStarter and RocketHub is the use of rewards and badges to help encourage interaction on the site, and to help getusers engaged with the projects needing assistance. A perfect example of game theory in action.
  98. 98. Pozible
  99. 99. fansnextdoorFans next door is a European Crowdfunding website  (still in beta) and as yet they don’t  take a cut for promoting projects through theirsite, with the only additional costs being the PayPal processing fees. They currently accept all types of art forms, from literature tofilms, visual arts and craft, music, performances, fashion, design, and video games. As the user base grows and additional forms ofprojects come along we can expect this to evolve.The reward concept has been used in the promotion of many of the projects, with the system being architected to show what you getfrom artists for increasing amounts of funding. For example €10 may get you a copy of the artwork, €20 may get you a copy of theartwork signed etc. etc. The more of a fan you are, the more you can expect to receive.
  100. 100. indiegogohttp://www.indiegogo.com/IndieGoGo offers a wide variety of creative art funding categories, with projects in everything from Inventions to Gaming to Mobile Apps to Performing Arts.No matter what you are trying toraise funds for, there will be other projects in that category currently receiving funding. Another benefit that IndieToGoGo offers is that they have hooked up with suitable partners to help giveyour project extra reach through commercial channels.Probably the most impressive of these partnerships is MTV New Media, which could see your work being featured on MTV or VH1 – with of course, your permission. Desirable content includesfictional and non-fictional web series, shorts and other digital content, with the partnership helping to discover develop and distribute the best projects and creative talent on the web. At thevery least it gives project creators a chance at much needed additional exposure

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