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FROM WORKS TO
Scott Walker
http://metascott.com
managing worlds of intellectual property
WORLDS
this presentation introduces a new approach to entertainment at a conceptual level.
its purpose is to generate discussion and encourage feedback as a way to further
explore new methods for entertainment creation, distribution, consumption, and
collaboration.
comments are welcome and appreciated: scott@metascott.com
Traditionally, commercial entertainment companies
have taken a single-medium approach to content,
prohibit audience participation in official content
creation, and grapple with industry-specific limitations.
Traditional Entertainment Model
Audience participation/
contribution to official
property not allowed
content sourced using a single-industry / single-medium approach
Film	
  Script FilmMovie	
  Studio
Strategy focuses on
single medium/work
Value-add normally
limited to one industry
TV	
  Script TV	
  ShowTelevision	
  Studio
Inquiry BookPublisher
Traditional Entertainment Model
Game
Movie	
  Studio
Video	
  Game	
  
Dev.	
  /	
  Dist.
Film
Secondary extensions are
normally discrete,
disconnected rollouts
Canonical conflicts
are common
Audience participation/contribution to official property not allowed
additional platform rollouts (if any) are discrete, disconnected afterthoughts
TV	
  Script TV	
  Show
Strategy focuses on
single medium/work
Value-add normally
limited to one industry
Television	
  Studio
Inquiry BookPublisher
Film	
  Script FilmMovie	
  Studio
Worse, when grappling with challenges, legacy industry
responses are often myopic.
“What does digital content mean to publishers?”
“What does fan generated content mean to studios?”
“What does transmedia mean to networks?”
Important questions, to be sure, but there’s a more
insightful one to ask.
What does it all mean to entertainment?Q:
Going forward, entertainment should be an
exercise in managing intellectual property, not
just medium-specific content production.
A:
What does it all mean to entertainment?Q:
The digital landscape should be embraced.A:
What does it all mean to entertainment?Q:
Audiences should be invited to co-create value.A:
What does it all mean to entertainment?Q:
In short, approach entertainment from a more
comprehensive, intellectual property perspective.
New Entertainment Model
SOURCE
IP sourced from a medium-agnostic perspective but
evaluated on multi-platform potential.
Use a transmedia approach by viewing sourced content as
the foundation for a world, not just an isolated work.
Ensure marketing efforts align with and support all multi-
platform narrative extensions.
Each world component cross-markets and supports existing
world components.
MAP
IMPLEMENT
MANAGE
SUSTAIN Audience participation becomes an additional input for
managing and expanding the world IP.
every operational aspect of company is aimed at managing intellectual property
evaluate
filter
select
TV
Movie
Game
Novel
RPG
ARG
TV Script
Movie Script
Game Design Spec
Casual Game
Comic
Short Film
Conceptual content
Existing content
Agnostic Sourcing Holistic Valuation
Comic
SOURCE
strong stories with world-building potential
IP
New Entertainment Model
identify platforms
package
produce
TV
Movie
Game
Novel
RPG
ARG
Comic
MAP
IP
Release Date Season/Show Dates
comprehensive content planning
Medium Rollout
New Entertainment Model
unified world
integrated marketing
IMPLEMENT
TV
Comic
ARG
IP
Movie
Novel
Game
cohesive storytelling + coherent world building
New Entertainment Model
content matched to appropriate medium/channel
participation
SUSTAIN
the best consumer-generated content becomes (monetizable) canon
1 2
1 2
1
Games
Novels
Movie
unofficial consumer-generated content
official consumer-generated content
IP 3
New Entertainment Model
community
world
rights
brand
MANAGE
IP
community
rightsbrand
world
components are managed as interrelated elements
New Entertainment Model
- medium-agnostic sourcing of content
- focus on developing IP worlds, not isolated works
- multi-platform valuation
- emphasis on digital distribution
- value co-creation through audience participation
While some aspects of entertainment would remain the
same, the key differences make all the difference:
this presentation inspired by:
Guy Gonzalez
(http://loudpoet.com/2010/10/05/the-ideal-21st-century-publisher-a-remix/)
&
Simon Pulman
(http://transmythology.com/2010/09/14/the-future-of-publishing/)
Title slide image: “Bubble World” by Eric Tastad [creative commons BY-NC-SA 2.0]
This presentation licensed under a Creative Commons Attribution 3.0 United States license.
To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/us/
or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.
http://metascott.com

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From Works to Worlds - Managing Worlds of Intellectual Property

  • 1. FROM WORKS TO Scott Walker http://metascott.com managing worlds of intellectual property WORLDS
  • 2. this presentation introduces a new approach to entertainment at a conceptual level. its purpose is to generate discussion and encourage feedback as a way to further explore new methods for entertainment creation, distribution, consumption, and collaboration. comments are welcome and appreciated: scott@metascott.com
  • 3. Traditionally, commercial entertainment companies have taken a single-medium approach to content, prohibit audience participation in official content creation, and grapple with industry-specific limitations.
  • 4. Traditional Entertainment Model Audience participation/ contribution to official property not allowed content sourced using a single-industry / single-medium approach Film  Script FilmMovie  Studio Strategy focuses on single medium/work Value-add normally limited to one industry TV  Script TV  ShowTelevision  Studio Inquiry BookPublisher
  • 5. Traditional Entertainment Model Game Movie  Studio Video  Game   Dev.  /  Dist. Film Secondary extensions are normally discrete, disconnected rollouts Canonical conflicts are common Audience participation/contribution to official property not allowed additional platform rollouts (if any) are discrete, disconnected afterthoughts TV  Script TV  Show Strategy focuses on single medium/work Value-add normally limited to one industry Television  Studio Inquiry BookPublisher Film  Script FilmMovie  Studio
  • 6. Worse, when grappling with challenges, legacy industry responses are often myopic.
  • 7. “What does digital content mean to publishers?” “What does fan generated content mean to studios?” “What does transmedia mean to networks?” Important questions, to be sure, but there’s a more insightful one to ask.
  • 8. What does it all mean to entertainment?Q:
  • 9. Going forward, entertainment should be an exercise in managing intellectual property, not just medium-specific content production. A: What does it all mean to entertainment?Q:
  • 10. The digital landscape should be embraced.A: What does it all mean to entertainment?Q:
  • 11. Audiences should be invited to co-create value.A: What does it all mean to entertainment?Q:
  • 12. In short, approach entertainment from a more comprehensive, intellectual property perspective.
  • 13. New Entertainment Model SOURCE IP sourced from a medium-agnostic perspective but evaluated on multi-platform potential. Use a transmedia approach by viewing sourced content as the foundation for a world, not just an isolated work. Ensure marketing efforts align with and support all multi- platform narrative extensions. Each world component cross-markets and supports existing world components. MAP IMPLEMENT MANAGE SUSTAIN Audience participation becomes an additional input for managing and expanding the world IP. every operational aspect of company is aimed at managing intellectual property
  • 14. evaluate filter select TV Movie Game Novel RPG ARG TV Script Movie Script Game Design Spec Casual Game Comic Short Film Conceptual content Existing content Agnostic Sourcing Holistic Valuation Comic SOURCE strong stories with world-building potential IP New Entertainment Model
  • 15. identify platforms package produce TV Movie Game Novel RPG ARG Comic MAP IP Release Date Season/Show Dates comprehensive content planning Medium Rollout New Entertainment Model
  • 16. unified world integrated marketing IMPLEMENT TV Comic ARG IP Movie Novel Game cohesive storytelling + coherent world building New Entertainment Model content matched to appropriate medium/channel
  • 17. participation SUSTAIN the best consumer-generated content becomes (monetizable) canon 1 2 1 2 1 Games Novels Movie unofficial consumer-generated content official consumer-generated content IP 3 New Entertainment Model
  • 19. - medium-agnostic sourcing of content - focus on developing IP worlds, not isolated works - multi-platform valuation - emphasis on digital distribution - value co-creation through audience participation While some aspects of entertainment would remain the same, the key differences make all the difference:
  • 20. this presentation inspired by: Guy Gonzalez (http://loudpoet.com/2010/10/05/the-ideal-21st-century-publisher-a-remix/) & Simon Pulman (http://transmythology.com/2010/09/14/the-future-of-publishing/)
  • 21. Title slide image: “Bubble World” by Eric Tastad [creative commons BY-NC-SA 2.0] This presentation licensed under a Creative Commons Attribution 3.0 United States license. To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/us/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA. http://metascott.com