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&THE BIRTH
OF
MEDIA
TRANS
THE END OF TV AS WE KNOW IT
@DougScottOGILVY
DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT
@TheMattDoh
MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
@Ogilvy...
PART I.
THE END OF TV AS WE KNOW IT
LET’S GO BACK.WAY
RADIO.
WHAT WAS THE MESSAGE?
WELL...
TELEVISION.
TELEVISION.
“INTERACTIVE.”
STORYTELLING YESTERDAY.
STORY
FIXED LIVING ROOM
PASSIVE
YESTERDAY.
AND IT’S NOTHING NEW.
STORIES ARE EVOLVING.
THE RECORDING INDUSTRY.
THE ARTIST THE LABEL THE ALBUM
8-TRACK CASSETTE CD MP3
$0.99
12.5MM
12.5MM 6MM
THE SINGLE THE ALBUM
CHANGED EVERYTHING.
DISRUPTIVE INNOVATION
IS HAPPENING IN THE
TV INDUSTRY TOO.
AND THIS SAME DISRUPTION...
THE TV INDUSTRY.
THE MEDIA
COMPANY
THE NETWORK THE CHANNEL
TV SERIES HULU iTUNES
CHANGED EVERYTHING.
DISRUPTIVE INNOVATION.
AGAIN.
AND STORY IS WHAT HOLDS
EVERYTHING TOGETHER.
SO WHAT DOES THIS MEAN FOR
ENTERTAINMENT TODAY?
STORY
FIXED LIVING ROOM
PASSIVE
YESTERDAY TODAY
THE “SECOND”
SCREEN
YOU SAY SECOND SCREEN.
I SAY FIRST
ANYWHERE
ACTIVE
STORY
DATA
THE 1ST
SCREEN
TODAY.
BUT ONE THING IS THE SAME...
FIXED LIVING ROOM
PASSIVE
YESTERDAY
ANYWHERE
ACTIVE
DATA
THE 1ST
SCREEN
TODAY
STORY STORY
FIXED LIVING ROOM
PASSIVE
YESTERDAY
ACTIVE
DATA
THE 1ST
SCREEN
TODAY
STORY STORY
ANYWHERE
FIXED LIVING ROOM
PASSIVE
YESTERDAY
ACTIVE
DATA
THE 1ST
SCREEN
TODAY
STORY STORY
STORY STORY
ANYWHERE
πPi
φ
GOLDEN
RATIO
STORY
λCONWAY’S
ΩCHAITIN’S
Y = MX + B
AUDIENCE
A = TORY
A = + TELLING
A = + IGITALD
DIGITAL IS THE VARIABLE
THAT CAN...
STATIC
MESSAGE
CONTENT
AUDIENCEPASSIVE
INFORMATIVE
MESSAGE
CONTENT
AUDIENCE
DYNAMIC
PATICIPATORY
INTERACTIVE
DIGITAL IS ONLINE + OFFLINE.
DIGITAL IS SHAPING AUDIENCE
BEHAVIOR.
AUDIENCE BEHAVIOR
IS SHAPING DIGITAL.
DIGITAL IS SHAPING AUDIENCE
BEHAVIOR.
DIGITAL UNLOCKS THE
POTENTIAL TO ENTERTAIN &
EMPOWER THE CONSUMER.
TABLETS
By 2013, the number of
U.S. tablet users is
expected to reach
99MM1
1. eMarketer 2. Microsoft Advertising 3. Erics...
MULTI-SCREEN
33MM2 American
consumers regularly
engage with multiple
screens simultaneously
1. eMarketer 2. Microsoft Adve...
SOCIAL
40%3 of consumers use
social media while
watching TV
1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab...
GAMING
68MM4 mobile users
are playing games on
their mobile and
tablet devices
1. eMarketer 2. Microsoft Advertising 3. Er...
AND DIGITAL IS CHALLENGING
OUR INDUSTRY IN WAYS WE
NEVER EVEN IMAGINED.
ENTERTAINMENT IS
IN A
STATE OF
FLUX
THE NEW REALITY FOR
ENTERTAINMENT.
NETWORK TVTHE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT,
DIGITAL IS DISINTERMEDIATING THE BUSINESS MODEL
CONSUMERSARE ...
THERE’S AN AUTHORSHIP .CRISIS
CONSUMERS ARE
IN CONTROL
ASAUDIENCE CHARACTERS
ASCHARACTERS AUDIENCE
DUAL-CONTENT
INDIVIDUAL
COMMUNAL
YEAH, WHAT’S COMING UP NEXT
PRETTY MUCH SUMS IT ALL UP.
THE
OPPORTUNITY
PART II.
THE BIRTH OF TRANSMEDIA
WHAT IS IT?
TRANSMEDIA STORYTELLING.
CONTEXTUALIZED CONTENT
THE NEW
ECONOMIC DRIVER
NO SCIENCE TO
TRANSMEDIA
IT’S A MINDSET
A WAY TO RETHINK
OUR STORIES
THE MINDSET IN A NUTSHELL
A STORYWORLD, NOT A STORYLINE
MULTI-PLATFORM NOT CROSS-PLATFORM
BLURRING ONLINE/OFFLINE THROUGH ...
MOVEMENTCAMPAIGN COMPETITION
NARRATIVE
DESIGN
CULTURAL
TRUTH
GAME
MECHANICS
CULTURAL TRUTH
• IDENTIFYING THE STORY’S BEST SELF
• CREATING TENSION WITH & WITHIN CONTENT
• UNDERSTANDING AUDIENCE’S ACC...
CULTURAL
TRUTH
GAME
MECHANICS
NARRATIVE
DESIGN
CULTURAL
TRUTH
GAME
MECHANICS
NARRATIVE
DESIGN
THE CONSTANT
TRANS
MEDIA
ORY T S
O RYTS
OUR VARIABLES
SCREEN APPROACH
MULTI SCREEN
COHERENCE
SYNCHRONIZATION
COMPLEMENTARITY
SIMULTANEITY
STORY ELEMENTS
LINEAR
NO...
TRANS
MEDIA
O RYTS
CULTURAL
TRUTH
GAME
MECHANICS
NARRATIVE
DESIGN
ORY T S
THE VARIABLES
CULTURAL
TRUTH
GAME
MECHANICS
NARRATIVE
DESIGN
CAMPAIGN
TACTICS
ROLE OF
AUDIENCE
OFFLINESCREEN
APPROACH
DISTRI-
BUTION
ONL...
CULTURAL
TRUTH
GAME
MECHANICS
NARRATIVE
DESIGN
CAMPAIGN
TACTICS
ROLE OF
AUDIENCE
OFFLINESCREEN
APPROACH
DISTRI-
BUTION
ONL...
BRANDS SHOULD BE THINKING...
HOW TO CONTEXTUALIZE THEMSELVES
MESH MEDIA TO INVITE THE CONSUMER INTO THE EXPERIENCE
CREATE ...
PREDICTIONS
THE TRADITIONAL
MEDIA MODEL
WILL NO LONGER EXIST
THERE WILL BE
A PRICING MODEL
BUILT ON
AUDIENCE
ENGAGEMENT
PREMIUM CONTENT
WILL BE PUSHED TO BRANDED
APPLICATIONS RESIDING
ACROSS ALL PERSONALIZED
CONSUMER SCREENS
WE WILL SEE THE RISE OF
MICRO CONTENT...
...WHICH WILL BE
EMBEDDED WITHIN VIDEO
AND ACCESSIBLE TO
CONSUMERS FOR
A MICRO-COST
UTILITY WILL
REIGN ON THE
VALUE CHAIN
IT’S NOT ABOUT THE SECOND...
IT’S ABOUT THE INSTANT
PORTALS TO IMMERSIVE
STORYWORLDS WILL QUESTION
WHAT IS REAL...
WE WILL SEE CONTENT SHAPED BY
THE POWER OF HUMAN ALGORITHMS
OUR
INTERACTIONS
WILL BE
BRANDED
CREATIVE BOUNDARIES
WILL PUSH TECH-PLOITATION
TELLING IS OUR VARIABLE.
STORY IS OUR CONSTANT.
ENABLED BY DISRUPTIVE
INNOVATION, PROVIDING US
WITH A NEW SET OF
CREATIVE TOOLS.
AND THE FIRST SCREEN
PROVIDES A PARTICIPATORY
EXPERIENCE THAT BECOMES
A PART OF US ALL.
RU A STORY?
OR A TELLER?
@DougScottOGILVY
DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT
@TheMattDoh
MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
@Ogilvy...
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
21stcenturytv
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21stcenturytv

  1. 1. &THE BIRTH OF MEDIA TRANS THE END OF TV AS WE KNOW IT
  2. 2. @DougScottOGILVY DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT @TheMattDoh MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY @OgilvyEnt FOLLOW US.
  3. 3. PART I. THE END OF TV AS WE KNOW IT
  4. 4. LET’S GO BACK.WAY
  5. 5. RADIO.
  6. 6. WHAT WAS THE MESSAGE?
  7. 7. WELL...
  8. 8. TELEVISION.
  9. 9. TELEVISION.
  10. 10. “INTERACTIVE.”
  11. 11. STORYTELLING YESTERDAY.
  12. 12. STORY FIXED LIVING ROOM PASSIVE YESTERDAY.
  13. 13. AND IT’S NOTHING NEW. STORIES ARE EVOLVING.
  14. 14. THE RECORDING INDUSTRY.
  15. 15. THE ARTIST THE LABEL THE ALBUM
  16. 16. 8-TRACK CASSETTE CD MP3
  17. 17. $0.99
  18. 18. 12.5MM
  19. 19. 12.5MM 6MM THE SINGLE THE ALBUM
  20. 20. CHANGED EVERYTHING. DISRUPTIVE INNOVATION
  21. 21. IS HAPPENING IN THE TV INDUSTRY TOO. AND THIS SAME DISRUPTION...
  22. 22. THE TV INDUSTRY.
  23. 23. THE MEDIA COMPANY THE NETWORK THE CHANNEL
  24. 24. TV SERIES HULU iTUNES
  25. 25. CHANGED EVERYTHING. DISRUPTIVE INNOVATION. AGAIN.
  26. 26. AND STORY IS WHAT HOLDS EVERYTHING TOGETHER.
  27. 27. SO WHAT DOES THIS MEAN FOR ENTERTAINMENT TODAY?
  28. 28. STORY FIXED LIVING ROOM PASSIVE YESTERDAY TODAY THE “SECOND” SCREEN
  29. 29. YOU SAY SECOND SCREEN.
  30. 30. I SAY FIRST
  31. 31. ANYWHERE ACTIVE STORY DATA THE 1ST SCREEN TODAY.
  32. 32. BUT ONE THING IS THE SAME...
  33. 33. FIXED LIVING ROOM PASSIVE YESTERDAY ANYWHERE ACTIVE DATA THE 1ST SCREEN TODAY STORY STORY
  34. 34. FIXED LIVING ROOM PASSIVE YESTERDAY ACTIVE DATA THE 1ST SCREEN TODAY STORY STORY ANYWHERE
  35. 35. FIXED LIVING ROOM PASSIVE YESTERDAY ACTIVE DATA THE 1ST SCREEN TODAY STORY STORY STORY STORY ANYWHERE
  36. 36. πPi φ GOLDEN RATIO STORY λCONWAY’S ΩCHAITIN’S
  37. 37. Y = MX + B
  38. 38. AUDIENCE
  39. 39. A = TORY
  40. 40. A = + TELLING
  41. 41. A = + IGITALD
  42. 42. DIGITAL IS THE VARIABLE THAT CAN...
  43. 43. STATIC MESSAGE CONTENT AUDIENCEPASSIVE INFORMATIVE
  44. 44. MESSAGE CONTENT AUDIENCE DYNAMIC PATICIPATORY INTERACTIVE
  45. 45. DIGITAL IS ONLINE + OFFLINE.
  46. 46. DIGITAL IS SHAPING AUDIENCE BEHAVIOR.
  47. 47. AUDIENCE BEHAVIOR IS SHAPING DIGITAL. DIGITAL IS SHAPING AUDIENCE BEHAVIOR.
  48. 48. DIGITAL UNLOCKS THE POTENTIAL TO ENTERTAIN & EMPOWER THE CONSUMER.
  49. 49. TABLETS By 2013, the number of U.S. tablet users is expected to reach 99MM1 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
  50. 50. MULTI-SCREEN 33MM2 American consumers regularly engage with multiple screens simultaneously 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
  51. 51. SOCIAL 40%3 of consumers use social media while watching TV 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
  52. 52. GAMING 68MM4 mobile users are playing games on their mobile and tablet devices 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
  53. 53. AND DIGITAL IS CHALLENGING OUR INDUSTRY IN WAYS WE NEVER EVEN IMAGINED.
  54. 54. ENTERTAINMENT IS IN A STATE OF FLUX
  55. 55. THE NEW REALITY FOR ENTERTAINMENT.
  56. 56. NETWORK TVTHE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT, DIGITAL IS DISINTERMEDIATING THE BUSINESS MODEL CONSUMERSARE THE NEW CHANNEL FOR ALL TYPES OF CONTENT PRODUCERSNEED TO PRODUCE A WORLD FOR THE CONTENT TO LIVE IN PARTLY DUE TO... CONSUMERSARE THE NEW CHANNEL FOR ALL TYPES OF CONTENT PRODUCERSNEED TO PRODUCE A WORLD FOR THE CONTENT TO LIVE IN PARTLY DUE TO...
  57. 57. THERE’S AN AUTHORSHIP .CRISIS
  58. 58. CONSUMERS ARE IN CONTROL
  59. 59. ASAUDIENCE CHARACTERS ASCHARACTERS AUDIENCE
  60. 60. DUAL-CONTENT INDIVIDUAL COMMUNAL
  61. 61. YEAH, WHAT’S COMING UP NEXT PRETTY MUCH SUMS IT ALL UP.
  62. 62. THE OPPORTUNITY
  63. 63. PART II. THE BIRTH OF TRANSMEDIA
  64. 64. WHAT IS IT?
  65. 65. TRANSMEDIA STORYTELLING.
  66. 66. CONTEXTUALIZED CONTENT
  67. 67. THE NEW ECONOMIC DRIVER
  68. 68. NO SCIENCE TO TRANSMEDIA
  69. 69. IT’S A MINDSET
  70. 70. A WAY TO RETHINK OUR STORIES
  71. 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. 72. MOVEMENTCAMPAIGN COMPETITION
  73. 73. NARRATIVE DESIGN CULTURAL TRUTH GAME MECHANICS
  74. 74. CULTURAL TRUTH • IDENTIFYING THE STORY’S BEST SELF • CREATING TENSION WITH & WITHIN CONTENT • UNDERSTANDING AUDIENCE’S ACCEPTANCE NARRATIVE DESIGN • BLENDING NARRATIVE TYPES • ROLE OF STORY ELEMENTS • INTERLINK, INTERTWINE STORIES • BUILDING IN PARTICIPATION GAME MECHANICS • NOT GAMIFICATION, USING GAME MECH • PLAY = STORY • COLLABORATION + COMPETITION • REWARDING EXPERIENCES
  75. 75. CULTURAL TRUTH GAME MECHANICS NARRATIVE DESIGN
  76. 76. CULTURAL TRUTH GAME MECHANICS NARRATIVE DESIGN THE CONSTANT TRANS MEDIA ORY T S O RYTS
  77. 77. OUR VARIABLES SCREEN APPROACH MULTI SCREEN COHERENCE SYNCHRONIZATION COMPLEMENTARITY SIMULTANEITY STORY ELEMENTS LINEAR NON-LINEAR ARG MYTH-BUILDING OBJECTS/ARTIFACTS CHARACTERS CAMPAIGN TACTICS TV SPOTS/CINEMA PRINT RADIO PR DIRECT OOH ROLE OF AUDIENCE PERSONALIZED CUSTOMIZED OPEN-DIALOGUE LEAN-FORWARD PARTICIPATION LEVEL DISTRIBUTION CROSS-CHANNEL ON-DEMAND OPEND-SOURCED PAID OWNER EARNED OFFLINE RETAIL LIVE EVENTS THE “LIVING ROOM” MERCHANDISE ROLE OF ONLINE GAMIFYING ROLE-PLAYING TURNS TIME PUZZLES CATCH-UP VICTORY/LOSS ONLINE SOCIAL MOBILE ECOMMERCE DATA ROLE OF OFFLINE
  78. 78. TRANS MEDIA O RYTS CULTURAL TRUTH GAME MECHANICS NARRATIVE DESIGN ORY T S THE VARIABLES
  79. 79. CULTURAL TRUTH GAME MECHANICS NARRATIVE DESIGN CAMPAIGN TACTICS ROLE OF AUDIENCE OFFLINESCREEN APPROACH DISTRI- BUTION ONLINE GAMIFYING STORY ELEMENTS TRANS MEDIA ORY T S O RYTS
  80. 80. CULTURAL TRUTH GAME MECHANICS NARRATIVE DESIGN CAMPAIGN TACTICS ROLE OF AUDIENCE OFFLINESCREEN APPROACH DISTRI- BUTION ONLINE GAMIFYING STORY ELEMENTS TRANS MEDIA ORY T S O RYTS
  81. 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. 82. PREDICTIONS
  83. 83. THE TRADITIONAL MEDIA MODEL WILL NO LONGER EXIST
  84. 84. THERE WILL BE A PRICING MODEL BUILT ON AUDIENCE ENGAGEMENT
  85. 85. PREMIUM CONTENT WILL BE PUSHED TO BRANDED APPLICATIONS RESIDING ACROSS ALL PERSONALIZED CONSUMER SCREENS
  86. 86. WE WILL SEE THE RISE OF MICRO CONTENT...
  87. 87. ...WHICH WILL BE EMBEDDED WITHIN VIDEO AND ACCESSIBLE TO CONSUMERS FOR A MICRO-COST
  88. 88. UTILITY WILL REIGN ON THE VALUE CHAIN
  89. 89. IT’S NOT ABOUT THE SECOND...
  90. 90. IT’S ABOUT THE INSTANT
  91. 91. PORTALS TO IMMERSIVE STORYWORLDS WILL QUESTION WHAT IS REAL...
  92. 92. WE WILL SEE CONTENT SHAPED BY THE POWER OF HUMAN ALGORITHMS
  93. 93. OUR INTERACTIONS WILL BE BRANDED
  94. 94. CREATIVE BOUNDARIES WILL PUSH TECH-PLOITATION
  95. 95. TELLING IS OUR VARIABLE. STORY IS OUR CONSTANT.
  96. 96. ENABLED BY DISRUPTIVE INNOVATION, PROVIDING US WITH A NEW SET OF CREATIVE TOOLS.
  97. 97. AND THE FIRST SCREEN PROVIDES A PARTICIPATORY EXPERIENCE THAT BECOMES A PART OF US ALL.
  98. 98. RU A STORY? OR A TELLER?
  99. 99. @DougScottOGILVY DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT @TheMattDoh MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY @OgilvyEnt TELL US.

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