Santi Forte, Eurotransmedia @ TISP workshop, FICOD 2015

The Eurotransmedia Project
Take part in concrete actions to change
the EU media landscape
Gathering media clusters to bridge digital
content with emerging technologies
Eurotransmedia project – Grant Agreement n°319964 | www.eurotransmedia.eu

Purpose of this presentation:
• Looking for companies and individuals who want
to help us to shape our activities.
• Looking for interested parties to participate in the
project initiatives.

• The consortium has defined transmedia as follow:
“Transmedia worldbuilding represents a process where elements of a
narration process get dispersed systematically across multiple delivery
channels for the purpose of creating a unified and coordinated
experience.
The user is expected and/or is encouraged to generate content and
interact becoming a contributor to the story.
Ideally, each medium makes it own unique contribution to the unfolding of
the narration process.”
What is transmedia? (to us)

The Eurotransmedia
Consortium

Overall Objectives
• To integrate key EU problematic areas by joining the research
efforts to get rid of the remaining technological barriers that still
hamper user creativity, user content editing interoperability,
portability and new editorial policy
• To adapt a new value chain to the new economy where the user is
both a consumer and a producer, and where practices are
nomadic and ubiquitous.
• To defragment research through the development of a common
inter-regional research agenda and associated Joint Action Plan
integrating regional specialisation and bringing together
experiences of 6 key European research-driven clusters.

• Main Eurotransmedia outputs
• Mapping of actual situation in Europe
• European Vision Document
• European Strategic Research Agenda: bottlenecks and opportunities
(artistic, tech, business)
• Joint Action Plan (JAP)
• Initiation and Funding of collaborative projects (launch of a common call for
proposals) Funding of research work Implementation of a match-making
platform
• VD & SRA available on demand and downloadable on:
www.eurotransmedia.eu

Conclusions, compiled SWOT
STRENGTHS
•The industries are motivated and interested to
benefit from new forms of storytelling and revenues
•There exists some public funding and initiatives
already
•A wide range of competences is available across the
transmedia field
• No common terminology, methodology
or vision
• Consumers’ willingness to pay is low
• Traditional players dominate the field
and are conservative – low innovation
culture
• No sustainable new business models
• Lack of cross-industry collaboration
OPPORTUNITIES
•New distribution channels offer new ways to reach audiences and
to tell stories
•Better take into account the end-user from the conception of the
project
•New revenue streams supplementing public funding ; start-
up/crowdfunding, distribution, licensing, UGC, brand content…
•Strengthening regional strategies
•Cross-industry collaboration and competences
•New business models
•New markets : tourism, smart city, education
•International level
• Multitude of small actors, fragmented
efforts
• European industry’s competitiveness
internationally is weakened
• Dependency on public support
Strengths Weaknesses
Opportunities Threats

Conclusions, regional analysis
More similarities between the regions than differences:
Shared similarities in respondents / regional analysis:
• Respondents are content producers, from film / TV
• Mostly small companies with 10+ experience
• Motivation to work with Transmedia mainly comes from creative /
storytelling opportunities and new revenue streams
• Need for competence: User engagement and business development are
the dominant competence needs
• Low degree of entrepreneurship / start-up and innovation culture
Differences:
• Some difference in experience / track record with Transmedia approaches
• Some difference in the focus on different challenges / bottlenecks in
regions
• Public funding available for Transmedia varies in different regions

Analysis:
Transmedia perspectives
The biggest differences in the material is not between
regions, but between industries:
• The self-identifying «Transmedia producers» mostly come from the
film / TV industries and are experienced companies (10+ / 20+ years).
• The competences sought after regarding business development and
user engagement is stronger in other parts of the broad media
industry: game developers, web developers…
• These competences are clearly linked to a culture of innovation and
entrepreneurship

Conclusions
Transmedia challenges &
bottlenecks
• The bottlenecks are mainly organisational,
methodological and structural:
• User engagement
• New business models
• Abilities to measure results and successes
• New roles and demands for new
organisations and competences : Across
the board, there is a great need for a new
kind of producer that embodies a variety of
core competences, marketing, business
development, technological development,
user engagement.
• Great need for cross- industry
collaboration and fertilization

Conclusions
Transmedia challenges & bottleneck : From SWOT to SOAR (aspiration and
results), where are the main opportunities ?
Financing and business models
• Initiate discussions on new KPIs measuring Transmedia efficiency in user engagement
and ROI ; adoption of innovative models from other industries (video games…)
• Activities to attract and educate investors in media industries, dialogue with public funds
to facilitate new forms of pilot projects
Cross-industry collaboration
• Network activities and matchmaking
• New courses / complementary training on cross-industry competence
• Interest for open-innovation infrastructures and platforms to create new
products/services, opportunities for test and prototyping
Technology
Opportunities arising from immersive technologies, data analysis, IoT...

• Provide a vision of the main changes influencing
transmedia production & consumption in the near
future (2030)
• It defines our stakeholders’ idea of the future state of
the transmedia industry.
• Targets
Purpose of the Vision document

• A new audience : Active, interactive, and even part of the
production process.
• Converging Workflows
• A new kind of content maker
• The new rules of creation
• Non-media transmedia
Global Vision

Audience & User Engagement
• Audience : At the heart of the creating process
• Increasingly demanding
• Influences technological, artistic and business models choices
• The audience’s new roles
• The Main factor of success of transmedia projects : User Engagement
• Spreadability and Drillability of Content : Create an ecoystem around
a storyworld
A new paradigm

• New customers expectations
• New interfaces/ways of accessing the content
• Layered Reality : Digital Skin, Technology
Miniaturisation & Wearable Computing
• The internet of things
• How to use theses new interfaces to improve the
storytelling experience ?
• Preserving the experience continuum
Vision : Artistic Aspects

• Vision : Overcoming the technological challenges
• Technology is mostly available but some challenges
remain :
• Data Formats Interoperability (free circulation of content)
• Open Ended Platforms (devices obsolescence)
• User tracking & privacy concerns
Vision DocumentVision : Technological Aspects

• Two main business categories :
• Production centred on content and IP Rights monetization
• Promotion, marketing, and other awareness raising campaigns for
brands or events
• Main & future business models, partly inspired from video games
• Free as a business model
• Data-Driven / F2P
• Streamed media
• Revenue Share
• Subscription models
• Crowdsourcing
Vision : Business & Financing

• Key elements of the transmedia economy
• Connectivity providers
• Platform/format holders
• Payment system and transaction methodes
• IP & Legislation
• Audience measurement
• User Generated Content
Vision : Business Financing

Report on funding opportunities and sources
• Local level
• National level
• European level
Main financing needs
a) Technical & scientific development
b) Content design and development
c) Business models
d) Training
e) Networking
Outcomes: Funding report

Report on future transmedia business models
opportunities
• Compilation of regional level of existing and possible
business models.
• Study how those business models could be enriched
though inter-regional cooperation.
• Study of feasibility of inter-regional adaptation
Outcomes: business models
report

Current activities
How we want to help?
• Starting research and coordination activities to provide a
competitive advantage to European companies
How we proceeded?
• Looking for needs from the practitioners. Prioritize them.
• Promoting actions with third parties.
• Performing activities by ourselves.

Call for proposals for interregional R&D projects
Call topics:
1. Interoperability and scalability of formats and adaptation of quality
2. Tools for professional an user generated content semantic analysis
3. Innovative experiential technologies
4. Personal management of privacy of personal data
5. Content securisation and asset management indexation based on
semantics adapted to transmedia contents
6. IP protection technologies adapted to transmedia distribution
7. Transmedia adapted audience measurement technologies
Current activities

Internationalization activities
• Business level, through new direct business opportunities
for European technologies and content
• Agenda level through the launch of new research
cooperation topics in the framework of the International
Action Plan.
Currently, contacts with Canada, India and Brazil, but it is still open to
other countries
Current activities

Mentoring activities to improve regional aspects of the
financing, production and distribution of Transmedia
initiatives
• Close collaboration of Estonian Digital Center and Media
Evolution in order to exchange best practices
• Methodologies out of this mentoring plan will be compiled
and made available to other regions
Current activities

Setting up an inter-regional call
for transmedia R&D projects
Call topics:
1. Interoperability and scalability of formats and adaptation of quality
2. Tools for professional an user generated content semantic analysis
3. Innovative experiential technologies
4. Personal management of privacy of personal data
5. Content securisation and asset management indexation based on
semantics adapted to transmedia contents
6. IP protection technologies adapted to transmedia distribution
7. Transmedia adapted audience measurement technologies

Joint action plans
One of the main implementation activities of the project are the Joint
Action Plans
JAP are shared interests and project ideas by Eurotransmedia
partners that also look for external partners to be implemented
successfully.
After discussion and research within partner associated companies
and related stakeholders the project identified 10 JAP
The Actions are currently in viability evaluation, partnership
configuration and initial funding process

• Create a hub platform to provide IT solutions for Transmedia production
• Transmedia challenges
• Transmedia in European Culture
• Observatory of transmedia best practices
• Proposing a European harmonized audience measurement
methodology for transmedia contents
• European Master in Transmedia
• Creation of a convergent fund to support transmedia creation
• Research about innovative business models
• Equity crowdfunding regulations on EU level
• Facilitation of Transmedia experiments and their dissemination in
other sectors than the media industry
Shared interests and project
ideas by Eurotransmedia

Joint Action #1
Create an API intermediation platform for the audiovisual industry
Create a hub platform to provide IT solutions for Transmedia production
Provide online access to tools facilitating the creation, production, and
distribution/broadcasting of new media formats
The proposal is to create a web services and applications platform designed to improve
collaboration between the different audiovisual industries, and facilitate the writing,
production and publishing of new formats (multi-screen, transmedia, crossmedia).
Leaded by Pôle Média Grand Paris
is an api marketplace enabling synergy between the skills of traditional producers and the new possibilities offered by new digital medias

Joint Action #2
Transmedia Challenges
Engaging digital transformation via transmedia solutions
A Transmedia Challenge consists in bringing together a pool of transmedia SMEs/startups
and a large corporation undergoing its digital transformation. The group can be a digital
corporation, a public institution or even an entity outside the media sector (museums,
cinemas etc.) looking to apply transmedia to its products/services to boost growth and
competitiveness. The objective is to find new solutions to meet companies’ needs in terms
of innovation, process, business models thanks to transmedia.
Leaded by Cap Digital

Joint Action #3
Transmedia in European culture
Raise European awareness about relationship among transmedia and
culture
To set up a cooperation and discussion platform to provide the opportunity for share
thought and foster collaboration about transmedia and European culture with experts and
practitioners.
Leaded by Eurecat

Joint Action #4
Observatory on Transmedia Best Practices
Implement communication tools and opportunities, online and face to face,
to disseminate best practices and innovative ideas about Transmedia
Facilitate access to state-of-the art knowledge, highlight the most promising
experimentations around new business models based on the most promising technologies,
with the aim to open the way to the design of innovative business models. Sharing of best
practices is meant to give inspiration and remove barriers to creation or any introversion
disruptive innovations may trigger.
Leaded by Cap Digital

Joint Action #5
Proposing measure audience methodologies
Gather key actors in the European transmedia sector, propose a measuring
audience methodology, and reach an agreement on a common set of
audience measurement requirements.
With another complexity level introduced with transmedia stories, audience measurement
is clearly not efficient enough.
Leaded by TWIST

Joint Action #6
European Master in Transmedia
Implementation of a transmedia master at a European level
The transmedia creation on content will have a huge impact on the creative human
resources as they will have to reinvent the way they are working. From a lonely creation,
which is generally the rule in Europe, they will likely have to turn towards a team creation in
order to face all the characteristics of the transmedia creation.
Leaded by TWIST

Joint Action #7
Create a convergent fund to support transmedia creation
Support innovation in the creative industries
The dichotomy between technical people and creative people makes less and less sense in a
digital age. This is why this fund will be dedicated to companies bridging the gap between
content and technology.
Leaded by Pôle Média Grand Paris and TWIST

Joint Action #8
Research about innovative business models
Business model, value chain, in the Transmedia approach
Digital business models are getting inherently complex. Adding the component of TM
content is adding to the complexity: to figure out witch standards agreements that are put
in use, to look and licensing agreements and to investigate opportunities for expansion of
concurrent business models.
Leaded by Media Evolution

Joint Action #9
Crowd financing regulations for transmedia businesses
Crowd equity financing and crowd lending to transmedia startups; national
end EU-level regulations and their harmonization
Crowdfinancing platforms are a rapidly growing global trend that help startups and early-
stage companies raise money for growth. Unharmonized national and EU-level regulations
may become a major obstacle for the viability of startup companies.
Leaded by Estonian Digital Centre

Joint Action #10
Facilitation of Transmedia experiments and their dissemination in other sectors
than the media industry
Promotion of transmedia and awareness of the transmedia key factors (as
new business models) towards non-media industry
The marriage between digital sectors and other social, industrial or economical
sectorsprovided by the digitalization process should be the best new business opportunity
for transmedia content and storytelling by far. Through a series of seminaries, roundtables
and workshops, attendees will work with creative processes aimed for non-media sectors,
both on public and private side
Leaded by Media Evolution

Purpose of this presentation:
• Looking for companies and individuals who want
to help us to shape our activities.
• Looking for interested parties to participate in the
project initiatives.
Join us !
Questions, comments, more info …

Gathering media clusters to bridge digital
content with emerging technologies
Contact:
Santi Fort
santi.fort@eurecat.org
Nadia ECHCHIHAB
nadia.echchihab@capdigital.com
www.eurotransmedia.eu
Join our community:
Twitter: @Eurotransmedia
Linkedin: Eurotransmedia
Transmedia Revolution :
Take part in concrete actions
to change the EU media
landscape

Santi Forte, Eurotransmedia @ TISP workshop, FICOD 2015

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