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In exactly 365 days, Cal Ormond must solve the mystery of the ‘Ormond Singularity’, a family secret that took the
life of his father and links Cal to the Virgin Queen of England, Elizabeth I.

In the face of murderous enemies, he must complete the task begun by his deceased father, redeem himself, clear
his name and heal his wounded family, and he must do it all as the countdown inches ever closer to its final
conclusion.

Conspiracy 365 is the story of a year in the life of teen fugitive Cal Ormond, each month coming closer to the truth
about his family’s secret and ending on a cliff hanger…resolved in the next instalment.

The story builds dramatically over a one-year arc, delivering a fast-narrative that satisfies as an action thriller, a
mystery, a historical romance and a rite of passage tale as a young man comes into his full inheritance.




CONSPIRACY 365’s ESTABLISHED FAN BASE WITH A SPECIFIC AUDIENCE , YET
   BROAD GENRE APPEAL MET FMC’s ‘SHARED VIEWING EXPERIENCE’
       (TWEENS, TEENS & PARENTS) PROGRAMMING OBJECTIVE
•   A novel franchise with a well established fan base

•   Based on the series of 12 x best selling novels targeting the tween and teen markets

•   Written by prolific Australian author Gabrielle Lord (Fortress, Whipping Boy) sold internationally
    in 13 countries including the USA, UK and China

•   Over 1,000,000 novels in print worldwide and distributed through Scholastic

•   The 2011 Australian Book Industry Award - ‘Book Of The Year’ for Older Children (8-14 years)
• Largest ever STV drama production $13 million investment

• A unique television proposition comprising 12 x 49 min with multi-platform series extension

• Multi-platform investment +/- $1m in additional content creation and digital assets

• Mirroring the one-book- a-month release of the novels, the TV series has a 12-month roll-out
  strategy for broadcast and online

• Creating a year-long marketing and programming event for the program and the channel



  IT IS A SIGNIFICANT CHALLENGE FOR ‘PREMIUM’ CHANNELS WITH LOW(ER)
     AUDIENCE REACH TO CUT THROUGH AND ESTABLISH KEY ORIGINAL &
 COMMISSIONED PROGRAMMING. CONSPIRACY 365’s LONGEVITY ON-AIR AND
  ACROSS MULTIPLE PLATFORMS SERVES TO BUILD AUDIENCE AWARENESS
                            AND ENGAGEMENT
Development

            Commenced October, 2010
     Writing workshops early December ,2011
Series & episode outline completed February, 2011
    Series formally commissioned March, 2011


                Production
             Pre-production May, 2011
      Production commenced June 20, 2011
     Production finished December 16 ,2011
 Filmed entirely on location in Melbourne, Victoria
Harrison Gilbertson as Callum Ormond
                    2010 AFI Award Winner Beneath Hill 60, Blessed, Australian
                      Rules, Accidents Happen, What’s Wrong with Virginia




Taylor Glockner as Boges                                                  Marny Kennedy as Winter
                                                                 (2006 AFI Best Young Actor Ward for Mortified,
                                                                        TV’s Saddle World and A gURLs
                                                                                   wURLd)
Rob Carlton as Sligo          Julia Zemiro as Oriana      Ryan O’Kane as Detective
(TV’s Paper Giants, Underbelly,   (RocKwiz, Talkin’Bout Your           McGrath
Movie Extra’s Chandon Pictures)          Generation)           (Rage, TV’s City Homicide)
David Whitely as Rafe Ormond          Mietta White as Gabbi Ormond   Kate Kendall as Emily Ormond
 Artistic Director Red Stitch Theatre                                   Matching Jack, The Librarians,
Company, The Hollowmen, Killer Elite                                              Stingers
Existing Audiences

          Fans of the book series, aged
         10 – 16 with a 50/50 female/male

                  New Audiences

         Parents drawn into Conspiracy 365
      by their children’s knowledge/enthusiasm
for the property & their own realisation of the appeal
      upon seeing cast & tonality of the series.
• Premiere Saturday January 14, 2012

• New episodes air on the first Saturday of each month from January to December, 2012

• Promoted as a tent pole programming and marketing event each month for FMC

• Multiple plays in the month, with heavy pre-promotion of the next instalment

• Scheduled regular catch-up opportunities & omnibus programming events

• Mid-year release of episodes across additional platforms to engage new audiences and build

  franchise awareness
•   Promote the series & build an audience for broadcast

•   Primary target for Multi-Platform are the teen / tween audiences

•   Keep this target audience engaged, excited and loyal for 365 days

•   Move the audience from passive watchers to active advocates

•   Facilitate recommendation through comprehensive social media extensions

•   Drive retention and upgrades to Movie Network Channels package
•   Conspiracy 365 re-released to          •   Inclusion of the TV series in monthly
                                               Edm’s to Scholastic Conspiracy 365
      •   Feature Harrison Gilbertson          fan database
          on the cover                     •   Involvement in Scholastic book fairs
      •   On cover driver to TV series,        & book clubs
          FMC, central destination URL     •   Book retailer cross promotion
          & Foxtel.                              • Selected joint window displays
      •   4 page book insert featuring               in high traffic areas
          stills from the series                 • In-store POS & up to 50,000
      •   Inside back cover dedicated to             bookmark give-away
          TV series messaging & central          • In-store radio and register
          destination URL                            displays

                                           •   Access to Gabrielle Lord to support
                                               launch of TV series to media
                                           •   Agreed stock quantities for prizing
MEET BARDY
•   Engage – the teen audience by giving them
    a portal to discuss, decipher and debunk the
    mysteries behind the Ormond Singularity           •   Wannabe investigative journalist, Bardy, fan
    and Cal’s adventure                                   of the series who uncover and deciphers
                                                          exclusive intelligence on the Ormond
                                                          Singularity
•   Interact – give the audience ‘direct access’
    to Conspiracy 365 by creating a character
    that represents them and will act as the          •   His job is to provide answers, or at least ask
    mediator between them and the characters              the right questions to help audiences follow
    of Conspiracy 365                                     the plot and unravel the mystery behind the
                                                          Ormond Singularity as the clock counts
                                                          down to December 31
•   Unravel – use the character to assist the
    audience in deciphering the many clues and
                                                      •   Pointers broadcast audience to online
    puzzles within the series; keep the audience
                                                          destinations for exclusive MP content
    up to date on all the characters and how
    they fit within the story as the series unfolds
                                                      •   Case File 365 episodes available online post
                                                          TX on FMC
There are 365 rewards to collect for the year-long experience:

•   All content has a reward associated with it
•   Rewards take the form of clues, events or items that Cal has come across, exclusive video
    content and physical prizing
•   There are 365 rewards to collect for the year-long experience.
•   High engagement figures: 5 minute+ average session time, less than 20% bounce rate.
Each month audiences will be able to complete multiple-choice quizzes based on the most recent
episode of Conspiracy 365 .i.e. – “What is Oriana’s last name?”


2 x quizzes, 10 x questions each month

Share your results via Social media

Website tracks your progress / results over the
months
Polls                                              Facebook
Each week of the experience audiences will be      Facebook will house a community forum around
able to participate in a community poll based on   the TV show and online experience, offering
the most recent episode of Conspiracy 365.         topics to discuss, hints and general help.
•   Prequel web series
•   Delivers the backstory of Cal’s father in Ireland as he uncovers the Ormond Singularity and the
    mystery leading up to his death, which is where broadcast series kicks off
•   Plays out as 12 x 4 minute episodes via online platforms
•   Shot by main unit and developed with writing team
•   12 x 1 minute video
•   Cal pleads his innocence while on the run
•   Written by TV writers and integrated into the TV episodes
•   Released on YouTube & iTunes Podcast
•   Shot by Main Unit
•   Detective McGrath asks the community to report sightings of Cal
•   Users can upload a video report of where they saw Cal
•   12 x 1 minute web series
•   A tabloid current affairs show dubs Cal the “Psycho Kid” and conducts interviews with TV
    characters
•   Written by TV writers and integrated in the TV episodes, shot by main unit
•   FMC subscribe/upgrade messaging
•   12 x 1 minute video
•   Winter is keeping a video dossier of her investigation into the mysterious death of her parent’s
    which she suspects her guardian Sligo may be linked to
•   Written by TV writers and shot by Main Unit
•   FMC subscribe/upgrade messaging
Video Recaps (12 x 2 mins)             Photo Gallery (12 x 12 images)
Recaps of each TV episode will be      Each month of the online
made available to audiences in a       experience will offer audiences
dedicated video gallery                12 exclusive production stills
                                       from C365 in a dedicated gallery

Preview Clips (12 x 2 mins)
Each month the multiplatform
experience will release an
exclusive “first look” preview scene
from the next episode of
Conspiracy 365. These clips will
only be available on the central
destination site
•   Text message threads & voice messages from characters

•   FMC electronic programming guide

•   Facebook chat

•   Push notifications

•   Check-in facility
MULTIPLATFORM CONTENT DISTRIBUTION
THOUGHTS AND LEARNINGS FOR MULTI-PLATFROM PRODUCTIONS


Make it a core component of your proposition                 Don’t over invest
• Consider the story you are telling via broadcast &         • Take the time to get your MP budget right
  other platforms                                            • Be realistic about its commercial returns
• Is there genuinely more to tell online?                    • Create content & build elements that can
• Bring MP into the world of the ‘main unit’ story tellers     become sales assets for the series
• Give equal value & priority to its production

Target Multi Platform carefully and appropriately            Think about distribution & how to reach /
• MP audiences will likely differ from broadcast             build an online audience
• Create the right content for this audience                 • It is no longer simply about ‘your’ website
• Create appropriate content for each platform               • MP requires you to go where audiences are
                                                             • Aggregate & congregate where the target is

Resource it well, use people who know                        Be sure that your broadcaster wants it
• Budget adequately and in detail upfront                    • MP needs a broadcast voice and / or
• Understand the impact it will have on the Production         marketing support to succeed
• Engage providers and partners who ‘know’ the MP            • Make it synergistic with the broadcaster’s
  space but also know yours                                    broader online / business strategies
PETER JENETSKY
General Manager,
Content Strategy & Marketing


twitter; @peterjenetsky

www.mnc.tv

www.youtube.com/mnctv

www.facebook.com/conspiracy365

www.conspiracy365.tv

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C365 film vic casestudy pj final

  • 1.
  • 2.
  • 3.
  • 4. In exactly 365 days, Cal Ormond must solve the mystery of the ‘Ormond Singularity’, a family secret that took the life of his father and links Cal to the Virgin Queen of England, Elizabeth I. In the face of murderous enemies, he must complete the task begun by his deceased father, redeem himself, clear his name and heal his wounded family, and he must do it all as the countdown inches ever closer to its final conclusion. Conspiracy 365 is the story of a year in the life of teen fugitive Cal Ormond, each month coming closer to the truth about his family’s secret and ending on a cliff hanger…resolved in the next instalment. The story builds dramatically over a one-year arc, delivering a fast-narrative that satisfies as an action thriller, a mystery, a historical romance and a rite of passage tale as a young man comes into his full inheritance. CONSPIRACY 365’s ESTABLISHED FAN BASE WITH A SPECIFIC AUDIENCE , YET BROAD GENRE APPEAL MET FMC’s ‘SHARED VIEWING EXPERIENCE’ (TWEENS, TEENS & PARENTS) PROGRAMMING OBJECTIVE
  • 5. A novel franchise with a well established fan base • Based on the series of 12 x best selling novels targeting the tween and teen markets • Written by prolific Australian author Gabrielle Lord (Fortress, Whipping Boy) sold internationally in 13 countries including the USA, UK and China • Over 1,000,000 novels in print worldwide and distributed through Scholastic • The 2011 Australian Book Industry Award - ‘Book Of The Year’ for Older Children (8-14 years)
  • 6. • Largest ever STV drama production $13 million investment • A unique television proposition comprising 12 x 49 min with multi-platform series extension • Multi-platform investment +/- $1m in additional content creation and digital assets • Mirroring the one-book- a-month release of the novels, the TV series has a 12-month roll-out strategy for broadcast and online • Creating a year-long marketing and programming event for the program and the channel IT IS A SIGNIFICANT CHALLENGE FOR ‘PREMIUM’ CHANNELS WITH LOW(ER) AUDIENCE REACH TO CUT THROUGH AND ESTABLISH KEY ORIGINAL & COMMISSIONED PROGRAMMING. CONSPIRACY 365’s LONGEVITY ON-AIR AND ACROSS MULTIPLE PLATFORMS SERVES TO BUILD AUDIENCE AWARENESS AND ENGAGEMENT
  • 7. Development Commenced October, 2010 Writing workshops early December ,2011 Series & episode outline completed February, 2011 Series formally commissioned March, 2011 Production Pre-production May, 2011 Production commenced June 20, 2011 Production finished December 16 ,2011 Filmed entirely on location in Melbourne, Victoria
  • 8.
  • 9. Harrison Gilbertson as Callum Ormond 2010 AFI Award Winner Beneath Hill 60, Blessed, Australian Rules, Accidents Happen, What’s Wrong with Virginia Taylor Glockner as Boges Marny Kennedy as Winter (2006 AFI Best Young Actor Ward for Mortified, TV’s Saddle World and A gURLs wURLd)
  • 10. Rob Carlton as Sligo Julia Zemiro as Oriana Ryan O’Kane as Detective (TV’s Paper Giants, Underbelly, (RocKwiz, Talkin’Bout Your McGrath Movie Extra’s Chandon Pictures) Generation) (Rage, TV’s City Homicide)
  • 11. David Whitely as Rafe Ormond Mietta White as Gabbi Ormond Kate Kendall as Emily Ormond Artistic Director Red Stitch Theatre Matching Jack, The Librarians, Company, The Hollowmen, Killer Elite Stingers
  • 12. Existing Audiences Fans of the book series, aged 10 – 16 with a 50/50 female/male New Audiences Parents drawn into Conspiracy 365 by their children’s knowledge/enthusiasm for the property & their own realisation of the appeal upon seeing cast & tonality of the series.
  • 13. • Premiere Saturday January 14, 2012 • New episodes air on the first Saturday of each month from January to December, 2012 • Promoted as a tent pole programming and marketing event each month for FMC • Multiple plays in the month, with heavy pre-promotion of the next instalment • Scheduled regular catch-up opportunities & omnibus programming events • Mid-year release of episodes across additional platforms to engage new audiences and build franchise awareness
  • 14.
  • 15. Promote the series & build an audience for broadcast • Primary target for Multi-Platform are the teen / tween audiences • Keep this target audience engaged, excited and loyal for 365 days • Move the audience from passive watchers to active advocates • Facilitate recommendation through comprehensive social media extensions • Drive retention and upgrades to Movie Network Channels package
  • 16.
  • 17.
  • 18. Conspiracy 365 re-released to • Inclusion of the TV series in monthly Edm’s to Scholastic Conspiracy 365 • Feature Harrison Gilbertson fan database on the cover • Involvement in Scholastic book fairs • On cover driver to TV series, & book clubs FMC, central destination URL • Book retailer cross promotion & Foxtel. • Selected joint window displays • 4 page book insert featuring in high traffic areas stills from the series • In-store POS & up to 50,000 • Inside back cover dedicated to bookmark give-away TV series messaging & central • In-store radio and register destination URL displays • Access to Gabrielle Lord to support launch of TV series to media • Agreed stock quantities for prizing
  • 19. MEET BARDY • Engage – the teen audience by giving them a portal to discuss, decipher and debunk the mysteries behind the Ormond Singularity • Wannabe investigative journalist, Bardy, fan and Cal’s adventure of the series who uncover and deciphers exclusive intelligence on the Ormond Singularity • Interact – give the audience ‘direct access’ to Conspiracy 365 by creating a character that represents them and will act as the • His job is to provide answers, or at least ask mediator between them and the characters the right questions to help audiences follow of Conspiracy 365 the plot and unravel the mystery behind the Ormond Singularity as the clock counts down to December 31 • Unravel – use the character to assist the audience in deciphering the many clues and • Pointers broadcast audience to online puzzles within the series; keep the audience destinations for exclusive MP content up to date on all the characters and how they fit within the story as the series unfolds • Case File 365 episodes available online post TX on FMC
  • 20.
  • 21. There are 365 rewards to collect for the year-long experience: • All content has a reward associated with it • Rewards take the form of clues, events or items that Cal has come across, exclusive video content and physical prizing • There are 365 rewards to collect for the year-long experience. • High engagement figures: 5 minute+ average session time, less than 20% bounce rate.
  • 22. Each month audiences will be able to complete multiple-choice quizzes based on the most recent episode of Conspiracy 365 .i.e. – “What is Oriana’s last name?” 2 x quizzes, 10 x questions each month Share your results via Social media Website tracks your progress / results over the months
  • 23. Polls Facebook Each week of the experience audiences will be Facebook will house a community forum around able to participate in a community poll based on the TV show and online experience, offering the most recent episode of Conspiracy 365. topics to discuss, hints and general help.
  • 24. Prequel web series • Delivers the backstory of Cal’s father in Ireland as he uncovers the Ormond Singularity and the mystery leading up to his death, which is where broadcast series kicks off • Plays out as 12 x 4 minute episodes via online platforms • Shot by main unit and developed with writing team
  • 25. 12 x 1 minute video • Cal pleads his innocence while on the run • Written by TV writers and integrated into the TV episodes • Released on YouTube & iTunes Podcast • Shot by Main Unit
  • 26. Detective McGrath asks the community to report sightings of Cal • Users can upload a video report of where they saw Cal
  • 27. 12 x 1 minute web series • A tabloid current affairs show dubs Cal the “Psycho Kid” and conducts interviews with TV characters • Written by TV writers and integrated in the TV episodes, shot by main unit • FMC subscribe/upgrade messaging
  • 28. 12 x 1 minute video • Winter is keeping a video dossier of her investigation into the mysterious death of her parent’s which she suspects her guardian Sligo may be linked to • Written by TV writers and shot by Main Unit • FMC subscribe/upgrade messaging
  • 29. Video Recaps (12 x 2 mins) Photo Gallery (12 x 12 images) Recaps of each TV episode will be Each month of the online made available to audiences in a experience will offer audiences dedicated video gallery 12 exclusive production stills from C365 in a dedicated gallery Preview Clips (12 x 2 mins) Each month the multiplatform experience will release an exclusive “first look” preview scene from the next episode of Conspiracy 365. These clips will only be available on the central destination site
  • 30. Text message threads & voice messages from characters • FMC electronic programming guide • Facebook chat • Push notifications • Check-in facility
  • 32. THOUGHTS AND LEARNINGS FOR MULTI-PLATFROM PRODUCTIONS Make it a core component of your proposition Don’t over invest • Consider the story you are telling via broadcast & • Take the time to get your MP budget right other platforms • Be realistic about its commercial returns • Is there genuinely more to tell online? • Create content & build elements that can • Bring MP into the world of the ‘main unit’ story tellers become sales assets for the series • Give equal value & priority to its production Target Multi Platform carefully and appropriately Think about distribution & how to reach / • MP audiences will likely differ from broadcast build an online audience • Create the right content for this audience • It is no longer simply about ‘your’ website • Create appropriate content for each platform • MP requires you to go where audiences are • Aggregate & congregate where the target is Resource it well, use people who know Be sure that your broadcaster wants it • Budget adequately and in detail upfront • MP needs a broadcast voice and / or • Understand the impact it will have on the Production marketing support to succeed • Engage providers and partners who ‘know’ the MP • Make it synergistic with the broadcaster’s space but also know yours broader online / business strategies
  • 33. PETER JENETSKY General Manager, Content Strategy & Marketing twitter; @peterjenetsky www.mnc.tv www.youtube.com/mnctv www.facebook.com/conspiracy365 www.conspiracy365.tv