Future media platforms

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Future media platforms

  1. 1. FUTURE MEDIA PLATFORMSTim WrightTim Wrighttimw@xpt.comtimw@xpt.com
  2. 2. ABOUT ME• Original interactive content• Broadcast properties & projects• Writing for radio, online, advertising• Creative R & D, training & teaching
  3. 3. Original interactive content
  4. 4. Broadcast properties &projects
  5. 5. Writing: TV, web, mobile, print,advertising, radio,
  6. 6. Creative r & dteachingtraining
  7. 7. 1995 - 19981995 - 1998NOHO DIGITALNOHO DIGITAL MINDGYMMINDGYM MSN BLIZZARD, PRIVATE EYEMSN BLIZZARD, PRIVATE EYE EQEQ1998 – 20031998 – 2003XPT [FILM BLANC]XPT [FILM BLANC] ONLINE CAROLINEONLINE CAROLINE MOUNT KRISTOSMOUNT KRISTOS PLANET JEMMAPLANET JEMMA2003 – 20052003 – 2005XPT/TrAce [THE NUUK]XPT/TrAce [THE NUUK] OLDTON:OLDTON: STORYSPINNERSTORYSPINNERWEB, PRINT, RADIOWEB, PRINT, RADIO [HULDER][HULDER] MOBILE SPOOKSMOBILE SPOOKS2005 – 20072005 – 2007[LOST GENERATION[LOST GENERATION BBC CASTAWAY:BBC CASTAWAY: [GOLFONTHEMOON] C4 CYBERSKIVING[GOLFONTHEMOON] C4 CYBERSKIVING& C4 MEMO]& C4 MEMO] REMOTE CONTROLREMOTE CONTROL2007-20082007-2008R4 TODAYR4 TODAY TELECTROSCOPETELECTROSCOPE [BBC/KINDLE DEVELOPMENT][BBC/KINDLE DEVELOPMENT]2008 – 20102008 – 2010R4 SWYWTHR4 SWYWTH KIDMAPPED!KIDMAPPED! #SUCHTWEET CBBCNEWSROUND#SUCHTWEET CBBCNEWSROUND [4iP][4iP]TIM WRIGHT – 15 YEARS - KEY PROJECTSAGENCY – PAID-FOR CONTENT – - 1.44MB DISK - CD-ROM – WEB 1.0DOTCOM STARTUP – DIALUP CONTENT – WEB 1.0 – BROADBANDFREELANCE DIGITAL WRITER – UGC - BLOGS – WAP – WEB 2.0CROSSPLATFORM BROADCAST – DIGITAL TV + WEB + MOBILE - YOUTUBEDIGITAL RADIO – NEWS - SOCIAL MEDIA – TWITTER + FACEBOOK - IPLAYERTRANSMEDIA WRITER – SMARTPHONES – TABLETS - GEOLOCATION
  8. 8. EXPECT THE DIGITAL MEDIA LANDSCAPETO CHANGE EVERY 2-3 YEARSA MOVING TARGET
  9. 9. “THE ILLITERATE OF THE21ST CENTURY WILL NOT BETHOSE WHO CANNOT READAND WRITE, BUT THOSE WHOCANNOT LEARN, UNLEARN,AND RELEARN. ” – AlvinToffler
  10. 10. ONLINECAROLINE13 YEARS AGO?• 500,000 page impressions/month• 2,500 emails to Caroline/month• 100+ ansaphone messages/week• 66,500 episodes viewed a month• 7 average page views/episode• 11,000 hours online in month 1• £0 marketing spend
  11. 11. This stuff is REALLY HAPPENING!
  12. 12. FILM & TELEVISIONIS EVERYWHEREMULTIPLATFORMCONVERGENCECROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  13. 13. EPISODES, CHANNELS, REMIXESCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  14. 14. ‘BRANDED’ CONTENTCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  15. 15. ‘EMBEDDED’CONTENTCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  16. 16. SOCIAL NETWORKINGCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  17. 17. • Lonelygirl15• Kate Modern• Sophia’s DiarySophia’s Diary• Anna’s PhoneAnna’s PhoneCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIAONLINE PERSONAS:COMMUNICATION & DIALOGUE
  18. 18. CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIARIDDLES, PUZZLES & CASUAL GAMES
  19. 19. OFFLINE ACTIVITY & ARGsCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  20. 20. BLOGCULTURECROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  21. 21. PLAYFULNESSPLAYFULNESSCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  22. 22. DEAR TIM,DO YOU REMEMBER THE ALLOTMENTS?I CANT PLACE THEM ANYWHERE BUTOUR UNCLES AND OUR GRANDADS HADTHEIR SHEDS THERE, WHERE OLDPICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOSFLASKS GAVE OFF A SCENT OF SUGARED MILK.WE ATE PEAS THERE, FROM THE POD.“THIS PARK BENCH LOOKS REMARKABLY LIKETHE ONE IN YOUR FIRST OLDTON PICTURE. IUSED TO HANG OUT ON IT WHEN I WAS A BOREDTEENAGER WITH NOTHIN BETTER TO DO THANDRINK CIDER, SMOKE MENTHOLS AND SNOG THELOCAL BOYS (THERE WAS A BOY CALLED TIMBTW WHO I REALLY FANCIED)”“OLD MISS SEEWOOD, OVER150 YEARS OLD AND LIVED BYTHE RIVER. SHE CAUGHT METHROWING STICKS AT HERHORSE CHESTNUT TREE ANDINVITED ME IN TO HERCOTTAGE. THINKING SHE WASA WITCH I AGREED.”IS THIS MY DAD HARD ATWORK IN THE BRUSHFACTORY AS A LAD,MAYBE?USER GENERATED CONTENTCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  23. 23. CRAFTS, DIY & MAKABLESCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  24. 24. MOBILITY. PROXIMITY.WIRELESS ACCESS MOBILE VIDEO LOCATED MEDIAON THE MOVEIN YOUR POCKETUP YOUR STREETCROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIA
  25. 25. CROSSPLATFORM – 360º COMMISSIONING - TRANSMEDIADATA-DRIVEN SYSTEMS &APPLICATIONS
  26. 26. THE SOFTWARE ENVIRONMENTS &ONLINE SERVICES PEOPLE USE FOR‘FUN’ ARE BECOMINGPROFESSIONALISEDMEDIA (aka SELLING) SPACESSIGNS OF MATURITY?
  27. 27. IT’S A MULTIDISCIPLINARYWORLDACTORS & PERFORMERSVIDEO PRODUCTION & EDITINGSOUND & MUSIC PRODUCTIONSCRIPTWRITING & EDITINGINTERACTIVE COPYWRITING2D/3D DESIGN (HTML/GRAPHICS/INTERFACE/BRANDING)FLASH ANIMATIONINTERACTION & GAMES DESIGNMOBILE DEVELOPMENTHTML PROGRAMMINGSERVER PROGRAMMINGMIDDLEWARE PROGRAMMINGTECHNICAL TESTINGUSER TESTINGHOSTING SERVICESSMS SERVICESSOCIAL MEDIA DEVELOPERsCOMMUNITY MANAGEMENT & MODERATIONSALES & MARKETINGPACKAGING & DISTRIBUTIONFINANCIAL & LEGAL MANAGEMENTPROJECT MANAGEMENTSIGNS OF MATURITY?
  28. 28. Project SummaryKey FeaturesPlatformTarget MarketVisual TreatmentBasic Walkthrough2 x User ScenariosSample ScriptCost Summary + Detailed BudgetProject Value/Revenue OpportunitiesRightsPast ProjectsProduction PartnersResource/Asset ListFunctional SpecTechnical SpecSoftwareWeb Pitch/Canned DemoTHERE’S A LOT OF DOCUMENTATIONthere will be *many* meetingsSIGNS OF MATURITY?
  29. 29. TECHNICAL & FUNCTIONAL DETAILbecomes important– Tech spec: software, hardware to be used.– Research on existing tools, programmes and technologies– What is possible now, and in the near future?– How to manage, organize, to draw /write down the design– Understanding the flow of the process– Existing assets & rights– Project planning, management & structureSIGNS OF MATURITY?
  30. 30. HIGH RESOLUTION, HIGH SPEED MEDIAlimits competitor access to mass markets– HD– 3D– SmartTV– Superfast Broadband– 4G– TERRA pixel camerasSIGNS OF MATURITY?
  31. 31. PRODUCTION VALUESSIGNS OF MATURITY?
  32. 32. TO KNOW YOUR AUDIENCE ISTO OWN THEMSIGNS OF MATURITY?
  33. 33. RECRUITMENTSEARCHPARTICIPATIONCO-CREATIONCO-OWNERSHIPATTENTIONTRACKINGPERSONALISATIONUTILITYCBBC Newsround020,00040,00060,00080,000100,000120,00001/05 08/05 15/05 22/05 29/050.02.04.06.08.010.0J FM AM J J A SO N D J F MAMUKIntTime on site(average mins peruser per week)Source: Sage e-metrics20092008Source: Sage e-metricsUK Referral data – top 10sDaily Unique Users (UK) MayWeekly Unique Users (000s)05010015020025030035040030-Mar27-Apr25-May22-Jun20-Jul17-Aug14-Sep12-Oct09-Nov07-Dec04-Jan01-Feb01-Mar29-Mar26-Apr24-MayUKInternationalMay 2009 Average Weekly Unique Users Average Weekly PageViews Monthly Page Views UK:241,548 1,442,0906,324,296International: 122,709 554,5082,417,815Top Referring URLsRank UK URL Referrals1news.bbc.co.uk/cbbcnews/default.stm 3000022news.bbc.co.uk/cbbcnews/hi/games/default.stm 2795743 news.bbc.co.uk/ 2253534 search.bbc.co.uk/search 1641755news.bbc.co.uk/cbbcnews/hi/uk/default.stm 1187926 news.bbc.co.uk/cbbcnews/ 1174877news.bbc.co.uk/cbbcnews/hi/world/default.stm 1129628news.bbc.co.uk/cbbcnews/hi/showbiz/default.stm 1001069news.bbc.co.uk/cbbcnews/hi/animals/default.stm 9158510news.bbc.co.uk/cbbcnews/hi/pictures/default.stm 90393External URLsRank UK URL Referrals1 www.tesco.net 413512 www.stumbleupon.com 65863 www.facebook.com 47234 fronter.com 26755 news.google.co.uk 24566 www.w3accessibility.com 20267 search.virginmedia.com 15558 en.wikipedia.org 15489 toolbar.google.com 128410 search.hp.my.aol.co.uk 1240Search EnginesRank Search Engine Searches1 Google 4547172 Google-Images 1677933 BBC 1646324 Yahoo 166055 Microsoft Live Search 127036 MSN 94107 AOL UK 49928 MSN-UK 48529 Ask UK 436510 Google-News United Kingdom 3981Search TermsRank Google Key Word Searches1 newsround 1003522 cbbc 276853 cbbc+newsround 238184 No Keyword 159595 bbc+newsround 82926 cbbc+games 69117 animal+testing 41668 cbbc+news 34139 news+round 278810 newsround+games 2581SIGNS OF MATURITY?
  34. 34. DEAR TIM,DO YOU REMEMBER THE ALLOTMENTS?I CANT PLACE THEM ANYWHERE BUTOUR UNCLES AND OUR GRANDADS HADTHEIR SHEDS THERE, WHERE OLDPICNIC CHAIRS TOOK ON THE AIRS OF THRONES AND DENTED THERMOSFLASKS GAVE OFF A SCENT OF SUGARED MILK.WE ATE PEAS THERE, FROM THE POD.Audiences can make a MESS.What’s the cost of tidying it up and making it meaningful?“THIS PARK BENCH LOOKS REMARKABLY LIKETHE ONE IN YOUR FIRST OLDTON PICTURE. IUSED TO HANG OUT ON IT WHEN I WAS A BOREDTEENAGER WITH NOTHIN BETTER TO DO THANDRINK CIDER, SMOKE MENTHOLS AND SNOG THELOCAL BOYS (THERE WAS A BOY CALLED TIMBTW WHO I REALLY FANCIED)”“OLD MISS SEEWOOD, OVER150 YEARS OLD AND LIVED BYTHE RIVER. SHE CAUGHT METHROWING STICKS AT HERHORSE CHESTNUT TREE ANDINVITED ME IN TO HERCOTTAGE. THINKING SHE WASA WITCH I AGREED.”IS THIS MY DAD HARD ATWORK IN THE BRUSHFACTORY AS A LAD,MAYBE?PROBLEMS
  35. 35. There may be more than oneoutputon more than one platform for more than one audience.PROBLEMS
  36. 36. scheduling programme brands across two or morechannels is complicatedPROBLEMS
  37. 37. User generated content projectstake time to find their shape.How much time have you got?PROBLEMS
  38. 38. The format sets the tonefor audience behaviourPROBLEMS
  39. 39. Sometimes audiences will trade their contentfor ATTENTIONrather than MONEY80% VIEWERS16% LURKERS4% PLAYERSPROBLEMS
  40. 40. Open standards can give youREACHbut loseyouCONTROLPROBLEMS
  41. 41. For big companies, letting audience see into their internal processes &culture is TRICKYbut POWERFULPROBLEMS
  42. 42. Content management systems have to work for EVERYONEPROBLEMS
  43. 43. big companies often ignore user experience& focus on production or ‘system’ efficiencyPROBLEMS
  44. 44. SCREENLESS MEDIAis on the increasePROBLEMS
  45. 45. MOBILITY. PROXIMITY.WIRELESS ACCESS MOBILE VIDEO LOCATEDMEDIAWILL CONVERGENCEHAPPEN IN TIME?PROBLEMS
  46. 46. do you really havePERMISSION TO FAIL?PROBLEMS
  47. 47. YOU *CAN* DO THIS ON YOUR OWNdevelop an audience and/or a market *before* you pitchThe AuthorHardwareiphone, Flip, VAIO...Software:HTML, PHP, Ajax, PhotoShop, Java…Services:Google, Typepad, Paypal, YouTube, Facebook, Twitter...The Audience!47 of 12OPPORTUNITIES
  48. 48. new kinds of communities, relationships andactivities?local individuals, communities, trades, hobby groups, stakeholderswalks, workshops & conversationOPPORTUNITIES
  49. 49. DIY TVOPPORTUNITIES
  50. 50. DIY PERFORMANCE &PLAYMAKING KITS• Inhabiting social networking & mediasharing services• Youtube, Twitter, Facebook, Flickr• Searching, embedding & remixing thru tags:#golfonthemoon• Playing with Lego, Action Man, GolfEquipment• Playing in public, flashmobbing, mappingout play spaces#GOLFONTHEMOONOPPORTUNITIES
  51. 51. CURATEDEXPERIENCESOPPORTUNITIES
  52. 52. THE QUANTIFIED SELF• Velocity – Distance – Steps – Calories• Heart Rate – Sweat - Blood Sugar• Tension/Pressure• Mood – Happiness – Smile• Sleep Patterns – Brain Waves• Proximity – Relative Happiness - Environment• Gender – Ethnicity - Class• RISK - REWARDOPPORTUNITIES
  53. 53. GLASSES, WATCHES &WEARABLESOPPORTUNITIES
  54. 54. THE INTELLIGENT HOMEElectric, Gas, Fridge, Doors, Windows, MovementCar – Fuel, Distance, Location Media, Seat AdjustmentPets, Bots & RobotsOPPORTUNITIES
  55. 55. THE INTELLIGENT FRIDGE
  56. 56. FRIDGE AS STORYTELLER
  57. 57. THE PHYSICAL WORLD• The Vegetable World: Trees & Plants• Edible media/Implants/the Chemical Web• Extreme (and extra-terrestial) environmentsOPPORTUNITIES
  58. 58. #TRANSMEDIACOMPOTE
  59. 59. GEOMEDIA & the INTERNETof THINGSANTIQUEPLAYERS& RECORDERSOPPORTUNITIES
  60. 60. MEDIA PRODUCTION INTHE WILDOPPORTUNITIES
  61. 61. A NEW KIND OF AUDIENCECONTRIBUTION: CODE & APPSOPPORTUNITIES
  62. 62. A (SELF) PUBLISHINGREVOLUTIONOPPORTUNITIES
  63. 63. • The Book: information/communication• Virtual/Augmented Reality• Printing/Replication/FacsimileWHAT HAPPENS TO REALITY?
  64. 64. WHAT HAPPENS TORELATIONSHIPS?
  65. 65. WHAT HAPPENS TO SOCIETY?
  66. 66. THE GREAT MEDIA DIVIDE
  67. 67. ESTABLISHMENT - COUNTERCULTURECONTENT RICH - DATA RICHBIG SCREEN - EMBEDDEDCOMMISSIONED – CROWDSOURCED/FUNDEDIMMERSIVE WORLDS - DIY KITSOUTER SPACE – BODY IMPLANTSOUTER SPACE – BODY IMPLANTSGET LOST
  68. 68. INDUSTRIAL MEDIAbut which industry?TV & FilmRadioGamesSportMusicWeb TechISPsArts, Theatre & OperaAdvertising & MarketingRetailEducationLocal GovernmentMuseums, Galleries & HeritageHealth & WellbeingPublic OrderUrban PlanningIndustrial DesignProduct DevelopmentBanking & FinanceScience ResearchScience CommunicationAutomotiveTravel & TourismEnergy & Home ManagementCharities & NGOs
  69. 69. Speed of developmentDevices not just screensSensorsData not just contentMedia as UtilityPersonalisation not provisionContext‘Truthiness’Measurement (of Attention)US/Anglo-Saxon Media & Culture“Acquisition of Talent”KEY ISSUES FOR BIG MEDIACOMPANIES

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