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?

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

4. PART I.
THE END OF TV AS WE KNOW IT

5. LET’S GO WAY
BACK.

6. RADIO.

8. WHAT WAS THE MESSAGE?

9. WELL...

11. TELEVISION.

12. TELEVISION.

13. “INTERACTIVE.”

15. STORYTELLING YESTERDAY.

17. STORY
YESTERDAY.
PASSIVE
FIXED LIVING ROOM

18. STORIES ARE EVOLVING.
AND IT’S NOTHING NEW.

19. THE RECORDING INDUSTRY.

20. THE ARTIST THE LABEL THE ALBUM

21. 8-TRACK CASSETTE CD MP3

22. $0.99

23. 12.5MM

24. 12.5MM 6MM
THE SINGLE THE ALBUM

25. DISRUPTIVE INNOVATION
CHANGED EVERYTHING.

26. AND THIS SAME DISRUPTION...
IS HAPPENING IN THE
TV INDUSTRY TOO.

27. THE TV INDUSTRY.

28. THE MEDIA THE NETWORK THE CHANNEL
COMPANY

29. TV SERIES HULU iTUNES

32. AGAIN.
DISRUPTIVE INNOVATION.
CHANGED EVERYTHING.

33. AND STORY IS WHAT HOLDS
EVERYTHING TOGETHER.

34. SO WHAT DOES THIS MEAN FOR
ENTERTAINMENT TODAY?

35. YESTERDAY TODAY
STORY
THE “SECOND”
SCREEN
PASSIVE
FIXED LIVING ROOM

37. YOU SAY SECOND SCREEN.

38. I SAY FIRST

39. STORY
TODAY. DATA
THE 1ST
SCREEN
ACTIVE
ANYWHERE

40. BUT ONE THING IS THE SAME...

41. YESTERDAY TODAY
STORY STORY
DATA
THE 1ST
SCREEN
PASSIVE ACTIVE
FIXED LIVING ROOM ANYWHERE

42. YESTERDAY TODAY
STORY STORY
DATA
THE 1ST
SCREEN
PASSIVE ACTIVE
FIXED LIVING ROOM ANYWHERE

43. YESTERDAY TODAY
STORY
STORY
DATA
STORY
STORY
THE 1ST
SCREEN
PASSIVE ACTIVE
FIXED LIVING ROOM ANYWHERE

44. Ω λ
CHAITIN’S CONWAY’S
π
Pi
φ
GOLDEN
STORY RATIO

45. Y = MX + B

46. AUDIENCE

47. A = TORY

48. A= + TELLING

49. A= + DIGITAL

50. DIGITAL IS THE VARIABLE
THAT CAN...

51. STATIC CONTENT
PASSIVE AUDIENCE
INFORMATIVE MESSAGE

52. DYNAMIC CONTENT
PATICIPATORY AUDIENCE
INTERACTIVE MESSAGE

53. DIGITAL IS ONLINE + OFFLINE.

54. DIGITAL IS SHAPING AUDIENCE
BEHAVIOR.

55. DIGITAL IS SHAPING AUDIENCE
BEHAVIOR. AUDIENCE BEHAVIOR
IS SHAPING DIGITAL.

56. DIGITAL UNLOCKS THE
POTENTIAL TO ENTERTAIN &
EMPOWER THE CONSUMER.

57. 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

58. MULTI-SCREEN
33MM 2 American
consumers regularly
engage with multiple
screens simultaneously
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore

59. SOCIAL
40%3 of consumers use
social media while
watching TV
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore

60. 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

61. AND DIGITAL IS CHALLENGING
OUR INDUSTRY IN WAYS WE
NEVER EVEN IMAGINED.

62. ENTERTAINMENT IS
IN A
STATE OF
FLUX

63. THE NEW REALITY FOR
ENTERTAINMENT.

64. 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...

65. THERE’S AN AUTHORSHIP CRISIS .

66. CONSUMERS ARE
IN CONTROL

67. AUDIENCE AS CHARACTERS
CHARACTERS AS AUDIENCE

68. INDIVIDUAL
DUAL-CONTENT
COMMUNAL

69. YEAH, WHAT’S COMING UP NEXT
PRETTY MUCH SUMS IT ALL UP.

71. THE
OPPORTUNITY

72. PART II.
THE BIRTH OF TRANSMEDIA

73. WHAT IS IT?

75. TRANSMEDIA STORYTELLING.

76. CONTEXTUALIZED CONTENT

77. THE NEW
ECONOMIC DRIVER

78. NO SCIENCE TO
TRANSMEDIA

79. IT’S A MINDSET

80. A WAY TO RETHINK
OUR STORIES

81. 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

86. CAMPAIGN COMPETITION MOVEMENT

87. CULTURAL GAME NARRATIVE
TRUTH MECHANICS DESIGN

88. 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

89. CULTURAL
TRUTH
GAME NARRATIVE
MECHANICS DESIGN

90. CULTURAL
TRUTH
THE CONSTANT
S T O RY
TRANS
MEDIA
S T O RY
GAME NARRATIVE
MECHANICS DESIGN

91. 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

92. CULTURAL
TRUTH
THE VARIABLES
S T O RY
TRANS
MEDIA
S T O RY
GAME NARRATIVE
MECHANICS DESIGN

93. 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

94. 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

95. 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

96. PREDICTIONS

97. THE TRADITIONAL
MEDIA MODEL
WILL NO LONGER EXIST

98. THERE WILL BE
A PRICING MODEL
BUILT ON
AUDIENCE
ENGAGEMENT

99. PREMIUM CONTENT
WILL BE PUSHED TO BRANDED
APPLICATIONS RESIDING
ACROSS ALL PERSONALIZED
CONSUMER SCREENS

100. WE WILL SEE THE RISE OF
MICRO CONTENT...

101. ...WHICH WILL BE
EMBEDDED WITHIN VIDEO
AND ACCESSIBLE TO
CONSUMERS FOR
A MICRO-COST

102. UTILITY WILL
REIGN ON THE
VALUE CHAIN

103. IT’S NOT ABOUT THE SECOND...

104. IT’S ABOUT THE INSTANT

105. PORTALS TO IMMERSIVE
STORYWORLDS WILL QUESTION
WHAT IS REAL...

106. WE WILL SEE CONTENT SHAPED BY
THE POWER OF HUMAN ALGORITHMS

107. OUR
INTERACTIONS
WILL BE
BRANDED

108. CREATIVE BOUNDARIES
WILL PUSH TECH-PLOITATION

109. STORY IS OUR CONSTANT.
TELLING IS OUR VARIABLE.

110. ENABLED BY DISRUPTIVE
INNOVATION, PROVIDING US
WITH A NEW SET OF
CREATIVE TOOLS.

111. AND THE FIRST SCREEN
PROVIDES A PARTICIPATORY
EXPERIENCE THAT BECOMES
A PART OF US ALL.

112. RU A STORY?
OR A TELLER?

113. TELL US.
@DougScottOGILVY @OgilvyEnt
DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT
@TheMattDoh
MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY