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 Multiplatform<br />
A brief History of everything<br />Is multi-platform really that new? – examples from Cavemen to Facebook<br />Background ...
Interactive Bit<br />
What is the Internet?<br />
The Internet : 1958<br />
What is the Web?<br />
Who invented the web?<br />
Tim Berners Lee : 1989/1990 <br />
What is the social web?<br />
2004<br />
What do we mean by multi-platform content?<br />More than just video online or websites to support TV<br />What are the Pl...
Platforms and Narratives<br />
What’s Converging here?<br />“<br />Convergence is a cultural, rather than technological, process. We now live in a world ...
Is it about Gadgets?<br />=<br />
Is everything becoming interactive?<br />OPEN<br />KOOL KIDS<br />GADGETIERS<br />GENERATION<br />CHASM?<br />CONTENT ACCE...
Multiplatform M&L?<br />?<br />1954<br />2006<br />
The web<br />
What works?<br />Case Studies and examples<br />
History of the world in 100 objects<br />
Dr Who<br />
 Britain from Above<br />
ÁguilaRoja (Red Eagle)<br />
1066<br />
 Embarrassing Bodies<br />
Castigo Final – (Final Punishment)<br />
 World Without Oil<br />
The Big Issue<br />
Landshare<br />
Thumb Wars<br />
Wannabes<br />
Who’s buying it?<br />Interviews with the people commissioning MP content<br />
Who is commissioning? (UK)<br />
BBC<br />Distinctive -make the best of the BBC's strengths<br />Innovative - push our creative boundaries & exploit the fu...
Channel 4<br />Be an integrated content experience; TV elements are significantly enhanced due to interactive elements and...
Who else?<br />
Who’s making it?<br />The digital agencies<br />The individuals<br />The roles<br />
The agencies<br />
The individuals<br />
TIM WRIGHT<br />
DAN HON<br />ADRIAN HON<br />
JANE McGONIGAL<br />
The team<br />
The Roles<br />Web Builder<br />(Front End)<br />Designer<br />Content Manager<br />Producer / Project Manager<br />Flash ...
Multiplatform Structure<br />
How do you make it?<br />Production process<br />Timelines<br />
Content vs Cost<br />Deep content (5%)<br />Producers (5%)<br />Gaming Content (20%)<br />Players (20%)<br />Media (75%)<b...
How do you sell it?<br />Pitching for Multi-platform work<br />Using the web to make your case<br />
Pitching<br />
Social tv<br />
Using the web<br />
AwraAmba : Using the web<br />
Kill your babies<br />
Who owns the customer?<br />Relationships, Partnerships, Ownership<br />Legals and contracts <br />
Chain of Contracts #1<br />Broadcaster<br />TV Producer<br />Digital Agency<br />
Chain of Contracts #2<br />Broadcaster<br />Vehicle<br />TV Producer<br />Digital Agency<br />
Chain of Contracts #3<br />Broadcaster<br />TV Producer<br />Digital Agency<br />
Chain of Contracts #4<br />Broadcaster<br />Digital Producer<br />
The Contracts<br />
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Multi-platform / Web Content

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Mike Dicks Multi-platform presentation for the MPBS - Multi Platform Business School, Ronda, August 2010.

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Multi-platform / Web Content

  1. 1. Multiplatform<br />
  2. 2. A brief History of everything<br />Is multi-platform really that new? – examples from Cavemen to Facebook<br />Background on the internet / web<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8. Interactive Bit<br />
  9. 9. What is the Internet?<br />
  10. 10. The Internet : 1958<br />
  11. 11. What is the Web?<br />
  12. 12.
  13. 13. Who invented the web?<br />
  14. 14. Tim Berners Lee : 1989/1990 <br />
  15. 15. What is the social web?<br />
  16. 16. 2004<br />
  17. 17.
  18. 18. What do we mean by multi-platform content?<br />More than just video online or websites to support TV<br />What are the Platforms (web, mobile, TV, live, Web 2.0)<br />
  19. 19. Platforms and Narratives<br />
  20. 20. What’s Converging here?<br />“<br />Convergence is a cultural, rather than technological, process. We now live in a world where every story, image, sound, idea, brand and relationship will play itself out across all possible media platforms.<br />Henry Jenkins, MIT – Convergence Culture<br />”<br />
  21. 21.
  22. 22. Is it about Gadgets?<br />=<br />
  23. 23. Is everything becoming interactive?<br />OPEN<br />KOOL KIDS<br />GADGETIERS<br />GENERATION<br />CHASM?<br />CONTENT ACCESS<br />MASSIVE<br />PASSIVES<br />2012<br />2006<br />LIMITED<br />PASSIVE<br />INVOLVED<br />CONSUMER MEDIA CONTROL<br />SOURCE: <br />
  24. 24. Multiplatform M&L?<br />?<br />1954<br />2006<br />
  25. 25. The web<br />
  26. 26. What works?<br />Case Studies and examples<br />
  27. 27. History of the world in 100 objects<br />
  28. 28. Dr Who<br />
  29. 29. Britain from Above<br />
  30. 30. ÁguilaRoja (Red Eagle)<br />
  31. 31. 1066<br />
  32. 32. Embarrassing Bodies<br />
  33. 33. Castigo Final – (Final Punishment)<br />
  34. 34. World Without Oil<br />
  35. 35. The Big Issue<br />
  36. 36. Landshare<br />
  37. 37. Thumb Wars<br />
  38. 38. Wannabes<br />
  39. 39.
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44.
  45. 45. Who’s buying it?<br />Interviews with the people commissioning MP content<br />
  46. 46. Who is commissioning? (UK)<br />
  47. 47. BBC<br />Distinctive -make the best of the BBC's strengths<br />Innovative - push our creative boundaries & exploit the full potential of new media<br />Focused - deliver the multiplatform strategy<br />Excellent - inspire audiences, the wider industry and ourselves<br />Value for money - reach audience levels that will justify the spend<br />Public service - fit with the BBC's public purposes that will justify the spend<br />
  48. 48. Channel 4<br />Be an integrated content experience; TV elements are significantly enhanced due to interactive elements and vice versa<br />Be a genuine first for the channel (e.g. the first time a particular game format has been commissioned), ideally for UK media<br />Grow the reach and/or impact of a core Channel 4 TV programme and/or genre onto a new platform <br />Be targeted at clearly identified needs of a core Channel 4 audience<br />If unrelated directly to a television programme or series, be audio-visual (in this context, audio-visual content means video, animation and/or game footage), and directly related to existing or potential talent and/or formats.<br />
  49. 49. Who else?<br />
  50. 50. Who’s making it?<br />The digital agencies<br />The individuals<br />The roles<br />
  51. 51. The agencies<br />
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57. The individuals<br />
  58. 58. TIM WRIGHT<br />
  59. 59. DAN HON<br />ADRIAN HON<br />
  60. 60. JANE McGONIGAL<br />
  61. 61. The team<br />
  62. 62. The Roles<br />Web Builder<br />(Front End)<br />Designer<br />Content Manager<br />Producer / Project Manager<br />Flash Designer<br />Programmer (Back End)<br />
  63. 63. Multiplatform Structure<br />
  64. 64. How do you make it?<br />Production process<br />Timelines<br />
  65. 65. Content vs Cost<br />Deep content (5%)<br />Producers (5%)<br />Gaming Content (20%)<br />Players (20%)<br />Media (75%)<br />Passives (75%)<br />
  66. 66.
  67. 67. How do you sell it?<br />Pitching for Multi-platform work<br />Using the web to make your case<br />
  68. 68. Pitching<br />
  69. 69.
  70. 70.
  71. 71.
  72. 72.
  73. 73.
  74. 74.
  75. 75.
  76. 76.
  77. 77.
  78. 78.
  79. 79.
  80. 80.
  81. 81.
  82. 82. Social tv<br />
  83. 83.
  84. 84.
  85. 85.
  86. 86.
  87. 87.
  88. 88.
  89. 89.
  90. 90. Using the web<br />
  91. 91. AwraAmba : Using the web<br />
  92. 92. Kill your babies<br />
  93. 93. Who owns the customer?<br />Relationships, Partnerships, Ownership<br />Legals and contracts <br />
  94. 94. Chain of Contracts #1<br />Broadcaster<br />TV Producer<br />Digital Agency<br />
  95. 95. Chain of Contracts #2<br />Broadcaster<br />Vehicle<br />TV Producer<br />Digital Agency<br />
  96. 96. Chain of Contracts #3<br />Broadcaster<br />TV Producer<br />Digital Agency<br />
  97. 97. Chain of Contracts #4<br />Broadcaster<br />Digital Producer<br />
  98. 98. The Contracts<br />

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