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The End of TV as We Know It & The Birth of Transmedia

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The End of TV as We Know It & The Birth of Transmedia

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Doug Scott, President, OgilvyEntertainment and Matt Doherty, Transmedia Architect, Ogilvy & Mather Worldwide presented The End of TV as We Know It & The Birth of Transmedia at the 21st Century Storytelling Conference: Content, Context and Conversations sponsored by Microsoft, Ogilvy & BrainJuicer on July 31, 2012 in Chicago.

Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today's complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.

Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought about a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?

Doug Scott, President, OgilvyEntertainment and Matt Doherty, Transmedia Architect, Ogilvy & Mather Worldwide presented The End of TV as We Know It & The Birth of Transmedia at the 21st Century Storytelling Conference: Content, Context and Conversations sponsored by Microsoft, Ogilvy & BrainJuicer on July 31, 2012 in Chicago.

Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today's complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.

Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought about a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?

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The End of TV as We Know It & The Birth of Transmedia

  1. THE END OF TV AS WE KNOW IT &THE BIRTH OF TRANS MEDIA
  2. FOLLOW US. @DougScottOGILVY @OgilvyEnt DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT @TheMattDoh MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
  3. PART I. THE END OF TV AS WE KNOW IT
  4. LET’S GO WAY BACK.
  5. RADIO.
  6. WHAT WAS THE MESSAGE?
  7. WELL...
  8. TELEVISION.
  9. TELEVISION.
  10. “INTERACTIVE.”
  11. STORYTELLING YESTERDAY.
  12. STORY YESTERDAY. PASSIVE FIXED LIVING ROOM
  13. STORIES ARE EVOLVING. AND IT’S NOTHING NEW.
  14. THE RECORDING INDUSTRY.
  15. THE ARTIST THE LABEL THE ALBUM
  16. 8-TRACK CASSETTE CD MP3
  17. $0.99
  18. 12.5MM
  19. 12.5MM 6MM THE SINGLE THE ALBUM
  20. DISRUPTIVE INNOVATION CHANGED EVERYTHING.
  21. AND THIS SAME DISRUPTION... IS HAPPENING IN THE TV INDUSTRY TOO.
  22. THE TV INDUSTRY.
  23. THE MEDIA THE NETWORK THE CHANNEL COMPANY
  24. TV SERIES HULU iTUNES
  25. AGAIN. DISRUPTIVE INNOVATION. CHANGED EVERYTHING.
  26. AND STORY IS WHAT HOLDS EVERYTHING TOGETHER.
  27. SO WHAT DOES THIS MEAN FOR ENTERTAINMENT TODAY?
  28. YESTERDAY TODAY STORY THE “SECOND” SCREEN PASSIVE FIXED LIVING ROOM
  29. YOU SAY SECOND SCREEN.
  30. I SAY FIRST
  31. STORY TODAY. DATA THE 1ST SCREEN ACTIVE ANYWHERE
  32. BUT ONE THING IS THE SAME...
  33. YESTERDAY TODAY STORY STORY DATA THE 1ST SCREEN PASSIVE ACTIVE FIXED LIVING ROOM ANYWHERE
  34. YESTERDAY TODAY STORY STORY DATA THE 1ST SCREEN PASSIVE ACTIVE FIXED LIVING ROOM ANYWHERE
  35. YESTERDAY TODAY STORY STORY DATA STORY STORY THE 1ST SCREEN PASSIVE ACTIVE FIXED LIVING ROOM ANYWHERE
  36. Ω λ CHAITIN’S CONWAY’S π Pi φ GOLDEN STORY RATIO
  37. Y = MX + B
  38. AUDIENCE
  39. A = TORY
  40. A= + TELLING
  41. A= + DIGITAL
  42. DIGITAL IS THE VARIABLE THAT CAN...
  43. STATIC CONTENT PASSIVE AUDIENCE INFORMATIVE MESSAGE
  44. DYNAMIC CONTENT PATICIPATORY AUDIENCE INTERACTIVE MESSAGE
  45. DIGITAL IS ONLINE + OFFLINE.
  46. DIGITAL IS SHAPING AUDIENCE BEHAVIOR.
  47. DIGITAL IS SHAPING AUDIENCE BEHAVIOR. AUDIENCE BEHAVIOR IS SHAPING DIGITAL.
  48. DIGITAL UNLOCKS THE POTENTIAL TO ENTERTAIN & EMPOWER THE CONSUMER.
  49. TABLETS By 2013, the number of U.S. tablet users is expected to reach 99MM 1 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
  50. MULTI-SCREEN 33MM 2 American consumers regularly engage with multiple screens simultaneously 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
  51. SOCIAL 40%3 of consumers use social media while watching TV 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
  52. GAMING 68MM 4 mobile users are playing games on their mobile and tablet devices 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
  53. AND DIGITAL IS CHALLENGING OUR INDUSTRY IN WAYS WE NEVER EVEN IMAGINED.
  54. ENTERTAINMENT IS IN A STATE OF FLUX
  55. THE NEW REALITY FOR ENTERTAINMENT.
  56. NETWORK TV THE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT, DIGITAL IS DISINTERMEDIATING THE BUSINESS MODEL CONSUMERS FOR ALL TYPES OF CONTENT ARE THE NEW CHANNEL PRODUCERSWORLD FOR THE CONTENT TO LIVE IN NEED TO PRODUCE A PARTLY DUE TO...
  57. THERE’S AN AUTHORSHIP CRISIS .
  58. CONSUMERS ARE IN CONTROL
  59. AUDIENCE AS CHARACTERS CHARACTERS AS AUDIENCE
  60. INDIVIDUAL DUAL-CONTENT COMMUNAL
  61. YEAH, WHAT’S COMING UP NEXT PRETTY MUCH SUMS IT ALL UP.
  62. THE OPPORTUNITY
  63. PART II. THE BIRTH OF TRANSMEDIA
  64. WHAT IS IT?
  65. TRANSMEDIA STORYTELLING.
  66. CONTEXTUALIZED CONTENT
  67. THE NEW ECONOMIC DRIVER
  68. NO SCIENCE TO TRANSMEDIA
  69. IT’S A MINDSET
  70. A WAY TO RETHINK OUR STORIES
  71. THE MINDSET IN A NUTSHELL A STORYWORLD, NOT A STORYLINE MULTI-PLATFORM NOT CROSS-PLATFORM BLURRING ONLINE/OFFLINE THROUGH DIGITAL PARTICIPATORY EXPERIENCES BUILT-IN GAME MECHANICS AUDIENCE DRIVEN NARRATIVE NEW WAYS TO DISTRIBUTE STORIES
  72. CAMPAIGN COMPETITION MOVEMENT
  73. CULTURAL GAME NARRATIVE TRUTH MECHANICS DESIGN
  74. CULTURAL TRUTH • IDENTIFYING THE STORY’S BEST SELF • CREATING TENSION WITH & WITHIN CONTENT • UNDERSTANDING AUDIENCE’S ACCEPTANCE GAME MECHANICS NARRATIVE DESIGN • NOT GAMIFICATION, USING GAME MECH • BLENDING NARRATIVE TYPES • PLAY = STORY • ROLE OF STORY ELEMENTS • COLLABORATION + COMPETITION • INTERLINK, INTERTWINE STORIES • REWARDING EXPERIENCES • BUILDING IN PARTICIPATION
  75. CULTURAL TRUTH GAME NARRATIVE MECHANICS DESIGN
  76. CULTURAL TRUTH THE CONSTANT S T O RY TRANS MEDIA S T O RY GAME NARRATIVE MECHANICS DESIGN
  77. OUR VARIABLES SCREEN APPROACH GAMIFYING CAMPAIGN TACTICS DISTRIBUTION MULTI SCREEN ROLE-PLAYING TV SPOTS/CINEMA CROSS-CHANNEL COHERENCE TURNS PRINT ON-DEMAND SYNCHRONIZATION TIME RADIO OPEND-SOURCED COMPLEMENTARITY PUZZLES PR PAID SIMULTANEITY CATCH-UP DIRECT OWNER VICTORY/LOSS OOH EARNED STORY ELEMENTS OFFLINE ONLINE ROLE OF AUDIENCE LINEAR RETAIL SOCIAL PERSONALIZED NON-LINEAR LIVE EVENTS MOBILE CUSTOMIZED ARG THE “LIVING ROOM” ECOMMERCE OPEN-DIALOGUE MYTH-BUILDING MERCHANDISE DATA LEAN-FORWARD OBJECTS/ARTIFACTS ROLE OF ONLINE ROLE OF OFFLINE PARTICIPATION LEVEL CHARACTERS
  78. CULTURAL TRUTH THE VARIABLES S T O RY TRANS MEDIA S T O RY GAME NARRATIVE MECHANICS DESIGN
  79. CULTURAL TRUTH CAMPAIGN TACTICS DISTRI- BUTION ONLINE S T O RY SCREEN TRANS OFFLINE APPROACH MEDIA S T O RY STORY GAMIFYING ELEMENTS GAME ROLE OF NARRATIVE MECHANICS AUDIENCE DESIGN
  80. CULTURAL TRUTH CAMPAIGN TACTICS DISTRI- BUTION ONLINE S T O RY SCREEN TRANS OFFLINE APPROACH MEDIA S T O RY STORY GAMIFYING ELEMENTS GAME ROLE OF NARRATIVE MECHANICS AUDIENCE DESIGN
  81. BRANDS SHOULD BE THINKING... HOW TO CONTEXTUALIZE THEMSELVES MESH MEDIA TO INVITE THE CONSUMER INTO THE EXPERIENCE CREATE ENTERTAINMENT VIA CO-CREATION OR ORIGINAL PRODUCTION BUILD CULTURAL EQUITY PROVIDE UTILITY FACILITATE AUDIENCE DRIVEN NARRATIVES HAVE OWNERSHIP OF CONTENT
  82. PREDICTIONS
  83. THE TRADITIONAL MEDIA MODEL WILL NO LONGER EXIST
  84. THERE WILL BE A PRICING MODEL BUILT ON AUDIENCE ENGAGEMENT
  85. PREMIUM CONTENT WILL BE PUSHED TO BRANDED APPLICATIONS RESIDING ACROSS ALL PERSONALIZED CONSUMER SCREENS
  86. WE WILL SEE THE RISE OF MICRO CONTENT...
  87. ...WHICH WILL BE EMBEDDED WITHIN VIDEO AND ACCESSIBLE TO CONSUMERS FOR A MICRO-COST
  88. UTILITY WILL REIGN ON THE VALUE CHAIN
  89. IT’S NOT ABOUT THE SECOND...
  90. IT’S ABOUT THE INSTANT
  91. PORTALS TO IMMERSIVE STORYWORLDS WILL QUESTION WHAT IS REAL...
  92. WE WILL SEE CONTENT SHAPED BY THE POWER OF HUMAN ALGORITHMS
  93. OUR INTERACTIONS WILL BE BRANDED
  94. CREATIVE BOUNDARIES WILL PUSH TECH-PLOITATION
  95. STORY IS OUR CONSTANT. TELLING IS OUR VARIABLE.
  96. ENABLED BY DISRUPTIVE INNOVATION, PROVIDING US WITH A NEW SET OF CREATIVE TOOLS.
  97. AND THE FIRST SCREEN PROVIDES A PARTICIPATORY EXPERIENCE THAT BECOMES A PART OF US ALL.
  98. RU A STORY? OR A TELLER?
  99. TELL US. @DougScottOGILVY @OgilvyEnt DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT @TheMattDoh MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY

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