Precious Alchemy or Worthless Chemistry - Value of Transmedia & Multi Platform

Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Precious
Alchemy
or
Worthless
Chemistry?
The
perceived
and
actual
value
of
Mul3
Pla5orm
&
Transmedia
Storytelling

Gary P Hayes Product Development Manager ABC TV Multi Platform & Director StoryLabs.us
twitter @garyphayes - gary@personalizemedia.com - gary.hayes@abc.net.au - blog personalizemedia.com

Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

ALCHEMY
- any magical power or process of transmuting
a common substance, usually of little value,
into a substance of great value

CHEMISTRY
- science that deals with the composition and
properties of substances


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

The Transmedia Value Proposition

Numbers or deeper engagement?

Support for linear properties or how users influence
and resonate with stories?

Is it about creating loyalty, building communities, telling
stories in cool ways, making money, extending
reach,building trust, promotion, transformation,
or all of the above?


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Do we prefer our audiences to be passive ?


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

The same issues are still with us but tech is not disabler anymore

12 years ago me
presenting cross-media
issues inside BBC


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

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


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

the music industry
Why multiplatform?
some mono media sectors suffering fragmentation


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Why multiplatform? mono media sectors suffering the fragmentation
some


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Why multiplatform?
late 2011 cable TV across the US had severe drops

the TV industry?
The percent of people
worldwide who watch TV at
least once a month dropped
from 90% to 83% over the past
year.
The percentage of people who
watch video on a computer
once a month--84%--is now
higher than the percentage
who watch TV.

Read more: http://
www.businessinsider.com/tv-business-
collapse-2012-6#ixzz1xgNAd9ig


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Why multiplatform?
mid 2012 radio in US overtaken by web radio
the radio industry?

PANDORA’S
BOX

In
the
na3on’s
top
media
markets,
the
online
“radio

sta3on”
Pandora
is
now
the
most-‐listened-‐to
service,

bea3ng
on-‐air
radio
in
key
demographics
in
New

York,
Los
Angeles,
Chicago,
and
San
Francisco.

As
of
July
2012,
Pandora
was
number
one
in
the

number
of
persons
18-‐34
years
old
listening
in
those

four
ci3es,
and
Pandora
was
number
two
or
3ed
for

second
in
the
na3on’s
other
ten
largest
markets,

except
Boston,
where
Pandora
is
number
3.

http://timmorrissey.blogspot.com.au/2011/08/impending-death-of-radio.html


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

“Anyone that is pitching a show right now that’s not thinking about how it’s going to
live across multiple platforms doesn’t have their eye on the audience.

Once I started to see that the audience was fragmenting to different platforms, it
became my job as a storyteller to figure out how to reach them…

You have to fish where the fish are.”

Tim Kring - talking about “Touch” (March 2012)


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

2006 things changed
YouTube
Twitter
Facebook


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Behaviours competing for Broadcast Eyeballs

• Force 1 – Social Sharing – Ubiquitous social media, shared
everywhere, audience themselves are ‘casters’
• Force 2 – Connected or on-demand – TV has morphed for
many into video-on demand stories vs appointment to view
• Force 3 – Mobile – The personal portable portal. Our always
on, private window to the world.
• Force 4 – Transmedia – Content is agnostic and expected to
be available across a users platform eco-system


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Source: Understanding Cross-platform Consumer Behavior. Google Research ©2012


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Fan Fiction overtakes ofﬁcial content


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

super users reward you with their loyalty
Fanisodes “People Powered Entertainment” L Word

Showtime’s call to action - asked loyals fans to write an episode, directed by the pro writers.
After seven exciting rounds, 1,258 scene submissions over 124,000 votes & 30,000 comments
20,000 L Word fans collectively created the world’s very ﬁrst Fanisode
Ratings for the TV show went up by 51%
The site logged 175,000 visits and over
3,000,000 page views.
L Word Enhanced - Line Prod Gary Hayes

video

Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Users get the content they want, when they want


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

2010
Now

iview across platforms!
2012
2010
3 screens
screen strategy

27%
8%
Tablet + Big
Mobile

12%
Mobile

14%
Screen

59%
80%
Web


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

76% of iView viewing in 2014 will be via mobile devices


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

In 1 year there were 500 game reviews on the desktop site - Good Game app launched in April
in the ﬁrst week of the app launch there were over 31 000 game reviews!


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

85% of TV watching in the US is with a connected device, mostly
mobile or tablet (sensis June 12) in Australia it is now around 76%

Nielsen survey fielded in the fourth quarter of last year, reveal 45 percent of U.S. tablet owners use their
device and watch TV at the same time on a daily basis; 26 percent reported doing so many times each day.

Source: Sensis June 2012


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

social TV explosion

http://blog.trendrr.com/2012/05/21/social-tv-ecosystem-2011-2012-infographic/

Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

An Astonishing 350 Million Posts and Check-ins So Far This Year

Walking Dead premiere had 8.5 million social impressions

In the first half of this
year, Trendrr tracked
more than 350 million
conversations
(primarily tweets and
public Facebook
updates) and
interactions (e.g.,
check-ins on GetGlue
and Viggle) related to
TV programming.

http://adage.com/article/trending-topics/social-tv-350-million-interactions-year/236032/


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

ABC evolving 2nd Screen Storytelling and Social TV - ABC Companion

Please note this is a
working prototype.
The ﬁnal service may
or may not look and
work like these
featured screen grabs


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

ABC evolving 2nd Screen Storytelling and Social TV - ABC Companion

Please note this is a working prototype. The ﬁnal service may or may not look and work like these featured screen grabs


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

The two modes of multi-screening - Sequential and Simultaneous



Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

PERSISTENCE AND BUILDING TRUST

Over 2004, the BBC produced 190
enhanced TV applications on the three
digital (Satellite, Cable and DTT)
platforms

Throughout 2010, over 12.7 million
viewers used the BBC’s Red Button
interactive service every week (more
than a fifth of the UK population)

2012 BBC Red Button now at 12 mill
users a week


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

the power of casual game around TV shows
“We’re about to become only the
second network ever to reach 10
million fans of its Facebook page.
Our Pawn Stars game on
Facebook has tallied more
than a quarter-billion game
plays and still averages
200,000 unique visitors per
day and 1.1 million per
month. Our Top Shot Facebook
game launched recently and already
is averaging 100,000 daily uniques
and nearly 600,000 per month.”
Evan Silverman SVP, Digital Media at A+E Networks

http://www.lostremote.com/2012/05/09/inside-look-at-historys-success-on-social-media-interview/


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

ARGs - Brand, or assumed, brand drives numbers

WHY SO SERIOUS - 10.8m (100m+ impressions online)
THE BEAST (AI) - 3.2m million players
I LOVE BEES (Halo2) - 3.1m players
LAST CALL POKER - 1.2m players
THE ART OF THE H3IST (Audi) - 500k players
FALLEN - 500k players
THE LOST EXPERIENCE - 80 000 players
WORLD WITHOUT OIL - 4000 players
REGENESIS - 2000 players


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

INVOLVE AUDIENCE IN CAUSE - TURN THEM INTO A COMMUNITY

Paramount used Facebook
and Eventful to request
potential fans to request a
screening of the $15,000
film in their area.
They got a million quickly
and a direct result of the
buzz was $150 million at the
Box Office


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

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


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

opportunity to reach out

video
Fourth Wall is proud to bring you three episodes of the groundbreaking transmedia series DIRTY WORK. DIRTY WORK
is a gritty and immersive storytelling experience, delivered through Fourth Wall Studios’ RIDES platform. Each installment
of the series is told through your computer and smartphone, a combination of video, audio, text and images – putting you,
the viewer, in the center of the insanity. See it only at RIDES.TV


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

TV & web (games) in perfect harmony?

video

• 1,000,000+ players of The Code Flash games
• TV show significantly outperformed benchmarks on iPlayer and 7 day viewing figures
• 100,000+ treasure hunt players engaging in the overarching meta-puzzle
• 300,000+ interactions on the Facebook fan page
• 1000+ photos, videos, 3D models, and a wiki with 100,000 views and 2000+ edits –
all created by users!
http://sixtostart.com/the-code/

Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

moving online into the real world

‘Tate Britain QuizTrail’ is a free iPhone app that allows visitors to explore the famous London gallery on a themed trail
of different artworks. Themes for the trails range from ‘Animals’ to ‘Myths and Legends’. Each trail has three levels of
play that cover simple observational questions to tougher multiple-choice questions requiring players to read display
captions to find the answer. Players answer multiple-choice questions about the artworks to earn prizes. Visitors can
share their newfound knowledge of the works with friends as they progress on their trail and share their prizes too.
http://theconnectedset.tv/1402/our-new-project-goes-live-tate-britain-quiztrail/


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Situated Documentary

Philly History

“In Spring 2010, the City of
Philadelphia Department of
Records received an NEH
Digital Humanities Start-Up
grant to investigate mobile
augmented reality technology
for use in displaying overlays
of historic photographs on the
current urban landscape. The
project utilized the resources
of PhillyHistory.org, a
collaborative online database
of historic photographs and
maps from five Philadelphia
area institutions.


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Situated Documentary
Walking Cinema: Murder on Beacon Hill
http://www.parkmanmurder.com/


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

www.broadcastr.com/

Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

50,000 pieces of content, around half of which are from archives — about 100 different partners, New York Public Library,
Boston Museum,” says Stanhope. Via the map, you can explore street by street, you can let the location-aware tours follow you
around, take you to the closest pictures, tell you how far away you are from them,” says Nick Stanhope of HistoryPin.com


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

TRY NEW FORMATS
SCVNGR

SCVNGR was built for the thrill of the scavenger hunt and it
revolves around gaming and competitive challenges

In terms of partnering with brands and major marketers, here
is a sampling of recent SCVNGR events:

The goSmithsonian Trek: Played out in July, participants
visited nine Smithsonian museums and competed for an
Apple iPad.

Help Vince: a game for the New England Patriots where
players complete SCVNGR challenges in the Boston area to
unlock a riddle and help Vince Wilfork recover his stolen
Super Bowl ring.

Dexter Game On at Comic-Con: Completing Dexter-themed
challenges, recorded as “kills,” players could cash points in
for Dexter swag.

Inception: A series of challenges for the film involved unique
tasks at the tallest buildings in the 100 largest cities in the
United States and at movie theaters.


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

INTERFACES INTO THE CLOUD - THE TECHNOLOGY OF DESIGN


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

new interfaces leading our delivery requirements

Vuzix Wrap 920AR available now

Google Glass rumoured to be
available year’s end launching
with a price between $250 and
$600 Google says “if it was a
five-year endeavor”


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

ultimate mobile where the interface is ‘on’ your eyes

video

Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Interesting interface challenge, mind control anyone?

Emotiv headset available now


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Summary


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

INTERFACES INTO THE CLOUD - THE TECHNOLOGY OF DESIGN
As is news, info & edutainment services


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Smartphones are the backbone
of our daily media use. They are the
devices used most throughout the day
and serve as the most common starting The prevalence of sequential usage
point for activities across multiple makes it imperative that media
screens. Going mobile has become a companies enable users to save & move
business imperative their progress between devices. Saved
video,“signed-in” experiences or the
ability to email progress to oneself helps
keep consumers engaged, regardless of
The vast majority of media interactions device used to get to you
are screen-based, screen-based, and so
transmedia strategies should no longer
be viewed as “digital” or “traditional”.
Media organisation should understand all of
the ways that people consume media,
particularly digital, and tailor strategies
to each channel



Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Organisations need a top down, uniﬁed cross platform vision in this
altered landscape
If we do not know where we are headed in a constantly evolving environment we will
ﬁnd ourselves going around in circles or simply disappearing for good.


Precious
Alchemy
or
Worthless
Chemistry
?
The
perceived
and
actual
value
of
Mul3
Pla5orm
Storytelling Radio
Beyond
Radio:
Sep
2012
ABC

Thank you

These slides will be on slideshare.net/hayesg31


Precious Alchemy or Worthless Chemistry - Value of Transmedia & Multi Platform

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Precious Alchemy or Worthless Chemistry - Value of Transmedia & Multi Platform