Navigating the Expanding Transmedia Multiplatform Universe and State of the Industry

Navigating the Expanding Media Universe

Identifying Merged Media Production Pipelines

Hello Merged Media!

Gary P Hayes Director StoryLabs CEO MUVEDesign tw: @garyphayes e: gary@garyphayes.com bg: personalizemedia.com

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a little of my journey through broadcasters, agencies, labs

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voice: a personal experiential story about bush fires
Bush fires, or Wild Fires you call them here, is a random killer. Especially when they driven by 100km
non-directional winds in 40+ celcius heat and dry, fuel stoked forests. It can strike at any moment.
People talk of having 15 seconds to escape while 30 meter tsunami like walls of flame engulf their
street, their house. Others in cities far away talk of chocking in the street from the thick smoke
billowing down off the mountains.

!

During this period our normal channels of two-way communication go into overdrive and deeply
immerse everyone in a real time, real life story where I and others were major participants. I would
learn to value and closely follow all the story trails.

!

story continues over next slides - walking through interconnected platforms & critical content points


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a transmedia experience?

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what are the important words in that pervasive story I just told?

• Two-way communication
• Value
• Friends, Contacts
• Official channels
• Shared Personal Stories
• Like-a-game
• Call To Action
• Cliff-hanger

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a transmedia experience? oddly prescient production

2009 INTERNATIONAL DIGITAL
EMMY® AWARDS WINNER

!

DIGITAL PROGRAM: FICTION
Scorched
Firelight Productions in association
with Goalpost Pictures / Essential
Media and Entertainment Australia

!

Director/ Producer: Marcus Gillezeau
Producer: Ellenor Cox
Co-Producer/ Writer: Michael O’Neill
Writer/ Editor: Brad Hayward

!

At LAMP 2008


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We are in Flux…vote time…
!

STATE OF THE
MULTIPLATFORM
TRANSMEDIA
INDUSTRY


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Transmedia: State of the Industry. Mature? How do we measure up?

Language and Grammar?

Tower of Babel

Multiplatform

Transmedia

Cross-platform

Cross-media

Movements

Multimedia

Interactive

Digital

…..

Industry Shared
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IDENTIFYING FORMATS?

From Extension - Personally Relevant -Exploration to

Multiplatform Formats?

Formless

Co-Created Documentary

Dual Screen Parallel Narrative Drama

Socially Driven Factual

Webisodes

Real Time Socially Shared Docs

Situated Documentary

Casual Games

Experiential Entertainment

Social TV

3D Event Simulation

Dual Screen
Personalized AI Driven Drama

Virtual & Augmented Docs

Productized
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are we at the stage of ‘packaging’ our mulitplatform formats?

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Business Models?

Cap in Hand

Sustainable - Formalised
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Multiplatform Metrics / Data?

Finger in the Air

True Measure of Engagement
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Level of Interactivity?

Pushed

Immersive, Game Like
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Social Media Integration?

Anti Social

Participatory
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Integrated Production?

After thought

Parallel Process
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Job Roles & Deﬁnitions?

Tower of Babel

Convergence Director

Story Architect

Experience Designer

Creative Technologist

Transmedia Producer

Web Producer

Social Media Strategist

….

Locked Down
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Multiplatform Producer Skills Training?

None

It’s Everywhere
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Audience/User Perception?

Marketing

Truly Unique Storytelling
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OVERALL?
?

Poor

V.Good
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which economy is it anyway?

“To be trusted is a greater compliment than being loved.”
― George MacDonald

• From A commodity or goods economy?!
• A service economy?!
• An experience economy?!
• An attention economy?!
• To A trust economy?
People want to go on a magical mystery tour -
but do they have trust for you as the bus driver

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LIVE IT, CREATE FOR IT, ADAPT TO IT!
!


1 IMMERSE YOURSELF

9 RINSE & REPEAT

2 LIVE IN THE COMMUNITY

3 HAVE INTENTION
8 RELEASE & ADAPT
4 STORY BUILD
7 PRODUCE

5 DESIGN EXPERIENCE

6 FINALISE PLATFORM & BIZ MODS


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1 IMMERSE YOURSELF!
Live the medium/s, educate yourself about them, travel through them!
!

'Societies have always been shaped more by the nature of the media

by which people communicate than by the content...'

Marshall McLuhan


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EXPLORE - BE A MULTIPLATFORM TOURIST - USE A GUIDE Dont be an armchair Multiplatform Producer!


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Yes Story first BUT be aware of emerging potential vehicles for your story

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We are becoming more experiential & real world driven in our needs, a backlash from too much online social networking?


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The Darkside

Warwick Thornton

!

In

StoryLabs

2012


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2 LIVE IN THE COMMUNITY!
Build or ﬁnd your trusted community, become part of it & inﬂuence!
build data, understand behaviour, research!


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PERSONALLY BE PART OF THE COMMUNITY. YOU NEED TO BE THERE TO UNDERSTAND & MEASURE BEHAVIOUR

GOOD GAME ABC - In one year 500 reviews of games on the desktop site !
Mobile Behaviour - ABC Good Game app launch April 2012!
In the ﬁrst week of the app launch there were over 31 000 reviews!


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REAL TIME COLLABORATIVE PERFORMANCE & TV
20 virtual performers & production assistants
4 live camera stream
Filmmaker (machinima) - me!
50 avatars in the audience
Hundreds watching the stream


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3 HAVE INTENTION!
Develop clear messages & value to the community, !
with authenticity & passion, create personas


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There are two types of
stories. Those told ‘at’ you
and those told ‘with’ you.
!

In both cases you need to
know why, your intention
!

and who it is for…


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What are persona’s why do we create them?

•Key ‘concept’ decisions are made for the user
and not what you ‘think or guess’ it should be

•It focuses the team on targeting specific users
•Clarity about core items to put your energy &
resources into

•Improves communication with stakeholders
•Project planning is much more streamlined

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4 STORY BUILD!
Devise compelling story world for the community, based on intention & key personas!


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Story Building
A clear message or premise
Great dynamic characters
Defined the Story world & Mythology
A key character on a heroes quest
Another character as antagonist
Things are constantly changing
3 act structure
Lots of conflict
!
Things for users to do…


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The 13-part series that focuses on the adventures of four
teenage boys who get lost in a forest and discover that they have
slipped into an alternate dimension. However, in this alternate
universe, none of them have ever been born. With executive
producers Michael McMahon and Helen Panckhurst, the series
will feature a wide array of directors, actors and writers, with
some receiving nominations for their previous work.

!

At
StoryLabs
2011

The show is unique among television programs in Australia, as
alongside the television series; there is also an interactive online
game to accompany it. The game allows the player to play as a
ﬁfth “nowhere boy”, who is lost and has to try and ﬁnd his way
home. Unlike other games which are based off television series
or movies, the game allows the player to feel directly in control
of the direction of the television show. For example, when the
player passes some objects through the dimensions on the game,
the object will make an appearance in the show. Said objects are
often crucially used by the Nowhere Boys in the series, and will
have an effect on the direction the show will take.


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I, FRANKENSTEIN 
Genre Sci-fi thriller 
Synopsis Frankenstein’s monster, named Adam and having
taken the surname of his creator, becomes involved in a war
between two immortal clans in an ancient city.
PREDESTINATION 
Synopsis Predestination chronicles the life of a Temporal
Agent who on his final assignment must recruit his younger
self while pursuing the one criminal that has eluded him
throughout time.
LYCAN 
Genre Horror 
Synopsis It’s a brilliant bank robbery. The only contingency
no one could’ve planned for: one of the hostages is a
werewolf. Turning the bank into a death trap… and a criminal
into a hero.
THE SECOND COMING 
Genre Apocalyptic Noir 
Synopsis A man who believes he is Jesus must fight against a
corruption and lies to prove he is innocent of murder.


There are genre that easily work with multiplatform storytelling, recent lab examples

52 TUESDAYS 
Genre Drama 
Synopsis When 16-year-old Billie and her mother, Jane,
promise to meet every Tuesday afternoon to help Jane
transition from woman to man, neither expect that over a
year their well-meaning arrangement will change their
family forever.
THE TURNING 
Genre Drama 
Synopsis A bold cinematic event based on the bestselling collection of short stories by Tim Winton.
SUBJECT 14 
Synopsis One man’s journey to the future to save a dying
world. 

Statis - future jumping

!

13th Jewel - tv/game fantasy girl
empowerment questing

!

Kings Seal - Situated Aboriginal Doco

!

Demon House - a two player coop escape
game tied to film trilogy

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Are your StoryWorlds advanced enough from ACTUAL reality?

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5 DESIGN EXPERIENCE!
Map It. Be clear on what the user ‘does’ and why? Document, EPOC, Test, Biz Plan


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What will they do for F*&% sake?


game
mechanic
is critical

your role is also
as a professional
multi platform
creator
to motivate use

game mechanic is critical
The Gamification Process takes long term dedication,
careful planning and the right tools and expertise.
Gamification and should not be seen as a magic bullet to
increase Engagement in and of itself.
2.1 Achievements!
2.2 Appointments!
2.3 Behavioral Momentum!
2.4 Blissful Productivity!
2.5 Bonuses!
2.6 Cascading Information Theory!
2.7 Combos!
2.8 Community Collaboration!
2.9 Countdown!
2.10 Discovery!
2.11 Epic Meaning!
2.12 Free Lunch!

2.13 Infinite Gameplay!
2.14 Levels!
2.15 Loss Aversion!
2.16 Lottery!
2.17 Ownership!
2.18 Points!
2.19 Progression!
2.20 Quests!
2.21 Reward Schedules!
2.22 Status!
2.23 Urgent Optimism!
2.24 Virality!

http://gamification.org/wiki/Game_Mechanics

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6 SELECT PLATFORM & BIZ MODS!
Creatively develop/select the right tech, plan market reach, KPIs & biz models

Let’s Talk About Reach Baby!


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there are three types of transmedia projects

http://theconnectedset.tv/1402/our-new-project-goes-live-tate-britain-quiztrail/


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Get used to mapping your stories like this!

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7 PRODUCE!
Bible, Development Plan, Right Team, Make it ﬂexible, Build in metrics.


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we need solid planning documentation

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Team or What You Must Become



Who are you?
Convergence Director

Story Architect

Experience Designer

Creative Technologist

Transmedia Producer

Architect

User centric
experience
designer

Socially
relevant
community
builder

You

Story Teller?

Team leader

!

Why does this matter…


Honest about
your goals

An expansive
story world
builder

Lives &
understands new
platforms
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IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT


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8 RELEASE & ADAPT!
Market it to primed community & wider users. !
Be responsive, be seen to listen, ﬁx tech, modify experience, build trust


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9 RINSE & REPEAT!
Plan next project based on learnings & be transparent with community


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Recap - You have a great story(world) idea/treatment… Before you consider making anything interactive ask…!

!

•Who are your users & what are their behaviours?!
•Why do they need (and think they want) your ‘product’?!
•Where, when & how will they get it?!
•What will they DO? Game mechanic?!
•Do YOU have clear objectives, KPIs, Learnings?!
•Are you prepared to fail?!
!

Over to funding criteria...!
•Is your product original?!
•Do you have a market?!
•Do you understand your users is it measurable?!
•Is there a business here?!
•A realistic schedule & budget?!
•Have you the right team skills?

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Most importantly ﬁnd your own multiplatform style & voice?

and quest for good training & mentors

‘Live It, Create It, Adapt It’

!

These slides will soon be at

http://www.slideshare.net/hayesg31

!

twitter: garyphayes blog: personalizemedia.com

gary’s hub at garyphayes.com

!

Questions?

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Navigating the Expanding Transmedia Multiplatform Universe and State of the Industry

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