Fragments of Attention - Transmedia Alchemy

Co-lab Envisage
The Fragments of Attention: Transmedia Alchemy

©© Gary Hayes CCO MUVEDesign & Founder StoryLabs
@garyphayes - gary@personalizemedia.com - storylabs.com.au - muvedesign.com
Friday, 25 March 2011

Co-lab Envisage

The Fragments of Attention:
Transmedia Alchemy

A keynote presentation given to
Co-Lab Envisage Evening at
Auckland University 23 March 2011


Co-lab Envisage

Content developer, consultant, service director
•95-04 UK, BBC Senior Dev Producer - Social Interactive TV
•03-05 US, Interactive TV Producer
•05-10 LAMP Advanced Media Production @ AFTRS
•05- Personalizemedia Power 150 Media/Marketing Blog
•06- MUVEDesign (Alternate & Augmented Reality, Virtual Worlds)
•10- StoryLabs (Oz, US, UK, Canada)


Co-lab Envisage

TALK - THE FRAGMENTS OF ATTENTION: TRANSMEDIA ALCHEMY

Is transmedia really new? Art, science or natural evolution?

Multi-platform dictates user behaviour or vice versa?

Can Multi-Platform move beyond a traditional media supporting role?

Release the Digital Beast - we live in the most exciting times!


Co-lab Envisage

Is transmedia really new? Art, science or natural evolution

"Great things are done by a series
of small things brought together."
Vincent Van Gogh


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What is transmedia? deﬁnition and it is becoming mainstream
my

your mileage may vary

Mainstream? Times UK


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Why transmedia? mono media sectors suffering the fragmentation
some


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some

Jan 10 - Jan 11 Source Association of American Publishers
Physical sales Jan 11 $805mill - drop of 30%
eBook sales Jan 11 $70mill - increase of 115%


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some

Banff TV producers eye ways to woo viewers
Group looking to draw audiences back from online By Etan Vlessing

BANFF, ALBERTA -- Nathan Mayfield, founder of Australian cross-platform
producer Hoodlum, recently took a phone call from a North American
broadcaster asking him to locate and recapture lost TV audiences online.

"He said, 'Our TV show just went to air, we've lost half the audience,
and I can't find them elsewhere in the ratings' " he recalls.

"It's all about driving audiences back to TV, and not ignoring them when
they go online," Mayfield said.


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What audiences want11 years ago me presenting cross-media inside BBC


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Same Same but differentnatural evolution, not rocket science

1980s new media

distributed narrative

cross-platform
1990s
networked-media story

360 production
2000s
cross-media storytelling

multi-platform

transmedia


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Transmedia Odyssey
BBC Musical Nomad 1997 - Prod: Gary Hayes

Live email discussion 10+ Photographs
Live Daily Web with global users per day uploaded
Stories, over 40
days to BBC Online
via portable satellite
4-5 streaming
real audio
Daily News pieces per day
via World
Service Radio

2 Camera DV
Recordings for Capture for
BBC Radio 3 BBC2 Doco


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Transmedia Nightmares ROM-like activity, ﬂooding online
CD


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Transmedia Odyssey takes time! 14 years from prototype to service?!
it

2010 PS3 Home Social World

1996 BBC Social Virtual World


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Transmedia Odyssey
Garyʼs Social Virtual World Builds
BigPond Telstra US Fortune 100s Melbourne/Cog/AFTRS etc:

ABC Island Deakin Arts Island Thursday’s Fictions


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Transmedia Odyssey
more Gary Hayes multi-platform
Strategic Navigators
TV cross media adaptations
US Social TV

UK Interactive Cross Media TV

Live web, radio, real world doco
Broadband TV


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Multi-platform dictates user behaviour or vice versa?


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Physical Triggers
digital is a lot more than value add now

or did ‘they’ ask for it?

did we develop the ‘go to digital’ call-to-action


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Its all about experience...stupid!


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Facebook biggest country in the world!
3rd

RANK CULTURE POPULATION

1 CHINA 1343000000

2 INDIA 1195570000

3 FACEBOOK 610000000

4 USA 311025000

5 INDONESIA 283400000

6 TWITTER 200000000

7 BRAZIL 194395000

8 PAKISTAN 175503000


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It is also about community are now seriously productive users!
who

http://www.personalizemedia.com/garys-social-media-count/

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Time to talk backon their terms?


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1990 - Viewer contributions to BBC 1 million per year


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(snail mail, comments via newspaper, vhs etc: )


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2000 - Viewer contribution, 1 million per day


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(email, website comments, dv tapes, radio, uploads, iTV etc: )


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2010 - 10 million per day


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(as above + most discussion impressions outside BBC walled garden)


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(as above + most discussion impressions outside BBC walled garden)

•ABC US MyGeneration
iPad Synch App Sep 2010


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Time to talk backon their terms? Social TV

March 2011 Digital Life Design (DLD)
conference

“Everyone says that social television
will be big. I think it’s not going to
be big — it’s going to be huge,”
Ynon Kreiz, CEO of the Endemol group,
the largest independent television production
company in the world

Integrated TV with web browsers built in
6 million (15% of sales in US) this year.
In 2014 70% of all sets will be Web enabled.
ABI Research


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When the data cloud descendsaugmented reality


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Augmenting Reality
key AR services I am developing

hybrid AR game on android tabs

recognition apps on iPad2


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Handheld Augmented Reality Project (HARP ) Harvard -
San Diego’s School in the Park Project. Alien Contact
Games in Boston and a Museum Augmented Reality
Game “The Crane” based around a Chinese folktale, the
application tells a story as it guides young & high school
students around both inside and outside the museum.


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When platforms are integratedis it also all about interface?


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Sesame Workshop and the Joan Ganz Cooney Center


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Multi-Tasking
Deloitte 2011 Survey

2,000 U.S. consumers ages 14 to 75 polled

68% own a desktop AND a laptop

1/3rd own a net connected smartphone

1/3rd of 22-27 olds watch TV on the web
5-7 days of the week

42% surf the web while watching TV

87% still prefer print over iPad magazines


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Can Multi-Platform move beyond a traditional media supporting role?

"Simplicity and repose are the qualities that
measure the true value of any work of art."
Frank Lloyd Wright


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Experiential Entertainmentthe theme park returns, in role play context

TRON Alternate Reality Game

ElecTRONica at Disney California Adventure


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Integrated Storytelling multi-platform entertainment experiences


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Integrated Storytelling multi-platform entertainment experiences

HEROES 360 EVOLUTION
Heroes the most downloaded/
bit torrented show in history
Won a prime time Emmy
Two months from Jan 2007 the
Heroes 360 experience had
more than 48 million page
views and 27 million video
downloads

http://www.nbc.com/heroes/evolutions/


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Social Benefit Multi-Platformoriginal property, experiences for good

CONSPIRACY FOR GOOD
Result in 50 scholarships being
provided for young women in Africa
Five libraries will be stocked with more
than 10,000 donated books
Also Kids Company, Doctors of the
World, and READ International.
"We had a team of more than 130
experts working behind the scenes in
five countries across three continents
making sure that this was the best
entertainment experience possible and
to ensure the charity causes were the
true heroes of this immersive story."
Tim Kring Creator of Heroes


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There is a lot of communityto manage, tools

=


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Release the Digital Beast - we live in the most exciting times!

'Life is not measured by the number of
breaths you take but by the number of
moments that take your breath away'?


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There are simple story based business models

Using Online Games to Get Movie Audiences Involved

“We’re actually driving people into seats” said Jason Yim, of Trigger, a digital
marketing agency that counts Lucasfilm and Cartoon Network as clients.

An iPhone game designed to promote a movie comes with an added element,
an exclusive level that you can use only inside a theater on
opening weekend. ‘Successful movie games get over a million to 10 million
plays’, he said ‘movie-related iPhone apps can be downloaded in 100 000s”

BUT

“The user are sophisticated and can spot games that exist only to sell
something” said Oren Aviv, Disney’s former president for production and
marketing. “The challenge is to make these kinds of efforts feel organic”

http://www.nytimes.com/2010/05/17/business/media/17salt.html?_r=1


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Real time storyworld conversationthe event twitter characters


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Significant stepsacceptance of the digital human in our back-yard


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Technology affordancesaugmented reality


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Technology affordancesrecognition and AI

http://www.xbox.com/kinect

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Real time performative transmediaYouTube Symphony Experience


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EXPERIENTIALfrom seeing to being

Sleuths - MOPA TV/No 1 Star
"mobile participation television"

TV Asahi used MoPA-TV to create a
brand new show called "Number
One Star Maniac – Quiz",


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Technology affordances in-world, performance & production
live

15 Live avatar performers

Gary live filming stream

Post edit machinima

In-world audience 60

Out-world audience 100s

5 performances per week


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EXPERIENTIALfrom seeing to being

The Witness - German
1st Augmented Reality Film?


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A BRIEF SUMMARY OF THE ABOVE

Transmedia is natural evolution of storytelling, just a subset of multi-platform

Only connected technology will be widely adopted

We have to wait for most users to ‘catch-up’ before they can appreciate the form

This time is the most exciting since mass media began


Co-lab Envisage

All Gary’s presentations http://www.slideshare.net/hayesg31
GARY WEB PRESENCES

Sites blogs etc: -

* Multi User Virtual Environment Design www.muvedesign.com
* Main Media WP Blog www.personalizemedia.com
* StoryLabs Transmedia Development www.storylabs.us
* GaryHayes.tv Participatory Interactive TV www.garyhayes.tv
* Web universe hub www.garyphayes.com
* JustVirtual Virtual World POV Blog www.justvirtual.com
* Metro Screen www.metroword.com

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* YouTube The Icarus Channel http://www.youtube.com/hayesg01
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Fragments of Attention - Transmedia Alchemy

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