Web 2.0 Narratives - Web Television
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I use google for images, so please forgive a lack of referencing them, they can easily be found and traced. I use these exclusively in class to outline talking points and indicate examples for the class to discuss, so the slides' use of terminology is bound by assigned texts.
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Web 2.0 Narratives - Web Television
- 1. Narratives in Web 2.0
- 2. consolidation • Formats and genres in extreme hybrid forms • Web 2.0 provides options for interactivity “collective intelligence” allows for denser plots • “collective creation” – mostly underexplored possibilities in fictional narrative web content
- 3. • Genre – Classifying recognizable elements • Identity – Info/entertain/auxillary • Format – Rhythm/ language/structure • Larger range of possibilities • Not reliant on industry pressures • Potential yes – offerings to generate creative collective rare
- 4. Digital Trailers • Both Original and Remix; Produser and Industry trailers have changed over time • Remix, mashup, and reinterpretation of underlying narrative
- 5. Forays into Creative collectives? More of the Same? Why not something New?
- 6. Web-Industries • Extension for existing content • Creations often guided by industry ideologies • Medium specificity only where it benefits the industry’s logic (broadcast/advertisers etc) • Audience shifted into focus pressuring industry to adapt to behavioral shifts and patterns exhibited by viewers (technological advances creating prod-users)
- 7. Industry Objectives • Maintain your broadcast viewers / Customers • Attract Internet users • Enlarge and maintain audience – Crossover offerings and transmedia allow for an easier transition • Provide ancillary market option (purchases) brand The industry utilizes the web to supplement and release in windowing fashion their broadcast product.
- 8. Web Series • Fictional • Multiple narrative centers • Series structure maintained • Rhetorical resources to push plot forward • Need to maintain audience interested (hooks) • Staggered release (hosting site) • 2-10 minute format (variety of consolidated Genres) • Ideal beginning point for those not connected to industry
- 9. Branded web-series? Narrative & Sales Video entertainment produced by a brand’s marketing department and distributed online Not sponsorship or brand integration May or may not feature brand/products on screen
- 10. Target: Falling For You Narratives on Broadcast Television always cater to a specific audience (or lowest common denominator) with advertisers in mind do not offend the audience Product placement: do not offend the advertiser Product Integrations: do not offend the product, the audience, or the advertiser Branded Television functions similar to product integration with higher demand on brand itself! Branded Web-Series often provide e-commerce integration Distribution: often limited by microsite
- 11. The Internaut • Viewser/User/Produser brand IS the product • Internet is premiering platform – But not necessarily the last!!! • Adheres to the methods, codes, and ideologies of internet culture (often influenced by broadcast tradition in form; Internet influences in content)
- 13. Success of fictional formats often defined by deals with the industry Geek and Sundry as well as High Maintenance Profit from access to talent/insiders still Self-Starters find attention when platform Subscriptions rise
- 14. YouTubers, Vloggers, and Columnists What marks success for a Vlogger?
- 15. Web-Opportunities… … Brought to your TV.
Editor's Notes
- How many of you know what a web series is? Basically what we’re talking about Is original video content produced for the web. Web series have become increasingly popular, particularly among millennials. Big name actors like Tom Hanks and Jennifer Aniston have starred in them. They even have their own awards program, the Streamys. So a branded web series is a web series that is produced by and for a brand. Of course, sponsorship and brand integration have been part of television for decades. Soap operas are called soap operas because they were underwritten by consumer goods companies like Procter & Gamble and Unilever. Premium cable shows like Mad Men are brilliant and incorporating brands into their storylines. The difference here is that brands aren’t just sponsoring these shows, their marketing departments are actually creating them. They may partner with agencies or production companies that specialize in producing this sort of content, but the key is that the studio is the brand itself. And as we’ll see, while some of these series do weave the brands and their products into their stories, many of them don’t even mention the brand at all. So we’re not talking about product placement ala the Truman Show.
- I’d like to end with one quick example of a brand that’s taking a very direct approach to branding in its web series. It’s even built a revenue stream right into the show. The retail brand Target’s Falling For You calls itself a “short film” but it’s divided into 12 episodes. Kristin Bell plays a Target employee who falls in love with a co-worker while planning for Target’s big fall event. Not only does the Target brand feature prominently in the show’s plot but many of the products in the series are for sale and you can shop for them in real time. ___ The products and their price tags pop up in a window next to the video player as they appear on screen – and you can even add them to your shopping cart. Only problem is that because the show was tied to this special microsite that had the e-commerce component built-in, it’s distribution was limited. As with Lexus, nobody from Target was willing to talk about the show on record so I have no idea if the series was considered a success, but it does suggest some interesting revenue opportunities for future branded web series.