In An Ideal World - The Multiplatform Production Process

© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform
@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tv
Multiplatform Production in an Ideal World
Producing Compelling Multiplatform Interactive Projects
Best Practice in how to Engage with Designers, Developers and Interactive Producers
Wednesday, 19 June 13

TITLE: Producing Compelling Multiplatform Interactive
Projects
TAG: Best Practice in how to Engage with Designers, Developers and Interactive Producers

Running Order (provisional structure and timings)
5.30 Intro from SAFC’s Kate Jarrett

5.35 "In an Ideal World - The Multiplatform Production Process" Gary Hayes, ABC
& StoryLabs

5.50 "Funding Creative Development Networks" Mike Cowap and Justin Halliday,
Screen Australia

6.20 "Traditional are from Venus, Digital are from Mars" - Grant Hull, Enabled
6.35 "Procedural Prototyping" Dan Thorsland and Phil Mayes
6.50 “Paleda Case Study” - Luke Jurevicius
7.05 Panel & QandA with all. Dan, Phil, Grant, Ben Kilsby and Gary Chair
7.30 - Close and drinks

In an Ideal World
A 15m Introduction
The Multiplatform Production
Process

the way we tell stories has
REALLY changed
MULTIPLATFORM PRODUCTION
IS UNDER CONSTRUCTION
1 Scheduled local >> Global On-Demand
2 Scarcity of distribution >> Democratisation
3 Hardly connected >> Immersed Social Networks
4 Media Locked >> Now Mobile & on all Screens
5 Linear >> Distributed Storytelling
MULTI PLATFORM UNDER CONSTRUCTION

MULTI PLATFORM UNDER EXPANSION

MULTI PLATFORM UNDER FRAGMENTATION

What do we
mean by
multiplatform
content?
everything that
is not TV,
cinema, radio
and print?

Speaking for myself the most exciting part of the
multiplatform process is when a bunch of
aspirational concepts ﬁnally get married to the
reality of delivery - this is when the ‘service’ is given
the Breath of Life - a baby is born, the prototype, the
epoc...
But it can also lead to an early divorce...
FROM IDEA TO PROOF OF NEW LIFE

Traditional Film TV Process
Dev - idea, story, producers, treatment
Dev - pitch, funding, commission
Pre-production - screenwriting
Pre-production - storyboarding & previz
Pre-production - crew, cast
Pre-production - scheduling
Pre-production - location, sets, costume
Production - sound, lighting, camera
Production - direction, talent, music
Post-prod - rough cut, ﬁnal/online edit
Post-prod - adr, music & audio mix
Distribution - prints, consumer media
Distribution - promotion, press
Distribution - broadcast, cinema, festivals
MY ATTEMPT AT LINEAR FILM/TV & MP PARALLEL PROCESS

Multiplatform Process
idea, experience design, research, story
EPOC, pitch, funding, commission
full scoping, storyworld, writing, UX
user journey, prototype, testing
functional specs, features, architecture
project or product plan, IA
wireframes, design, narrative maps
technical lockdown, documentation
assets collection/creation, copy
coding, build, iterative development
backend systems integration
user test, management and bug ﬁxes
platform tests, promotion,
product/experience release
measurement, monitoring, iterations
MY ATTEMPT AT LINEAR FILM/TV & MP PARALLEL PROCESS

THE PARALLEL PROCESS - SAD REALITY
Multiplatform Process
idea, experience design, research, EPOC, pitch, funding, commission
full scoping, mp writing, UX user journey, prototype, testing
functional specs, features, architecture project or product plan, IA
wireframes, design, narrative maps
technical lockdown, documentation assets collection/creation
coding, build, iterative development backend systems integration
user test, management and bug ﬁxes platform tests, promotion,
product/experience release measurement, monitoring, iterations

Linear producers ﬁnd it hard to:
•Imagine a world that users self navigate through
•translate their stories to meaningful ‘user activities’
•understand the multiplatform production process
Multiplatform producers ﬁnd it hard to:
•understand story as a motivational driver
•educate linear storytellers about MP using simple language
•appreciate the ‘value & integrity’ of the linear property
COMMUNICATION DIFFERENCES?

FROM A TECHNICAL AND DISTRIBUTION PERSPECTIVE
MULTIPLATFORM IS FROM A DIFFERENT PLANET
THAN FILM OR TV - AND TO A GREAT EXTENT
SO ARE THE INHABITANTS OF EACH

TECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANET

Call of Duty Servers
TECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANET

LAMP comes from a long tradition of creative hothouses
COMMUNICATION DIFFERENCES - ADDRESSING THE BALANCE

Physical Servers
eg:Your service ﬁles - video, images
Users customisations of your content
Databases
Game Elements
Users content
Applications and engines
etc:
Databases
eg: User Mng
Subscribers
Game States
eCommerce
Content Refs & Text
Server Side Processing
Engines, Middleware &
Content Mng Systems
eg: Drupal,Wordpress
Bespoke CMS Engines
Game Engines
Process scripts - eg: php, apache,
linux etc:
Server Side - Backend - The Cloud Client side - Front End
ATTEMPT TO UNDERSTAND THE BASICS

Physical Servers
Databases
Game Elements
Users content
etc:
Databases
eg: User Mng
Subscribers
Game States
eCommerce
Content Refs & Text
Content Mng Systems
Bespoke CMS Engines
Game Engines
linux etc:
TheInternetProvidingconnectivity

Physical Servers
Databases
Game Elements
Users content
etc:
Databases
eg: User Mng
Subscribers
Game States
eCommerce
Content Refs & Text
Content Mng Systems
Bespoke CMS Engines
Game Engines
linux etc:
Apps
Web
Browsers
Browser
Plugins
IOS or
Android Apps
FAT APPS e.g:
- Games
- Content Mng
App
- Ofﬁce Apps
- Google Earth
- iTunes
- Keynote
Flash or
HTML 5
Content Mng
Interface
Thin
Apps

Physical Servers
Databases
Game Elements
Users content
etc:
Databases
eg: User Mng
Subscribers
Game States
eCommerce
Content Refs & Text
Content Mng Systems
Bespoke CMS Engines
Game Engines
linux etc:
Devices
Game Consoles
or Handhelds
Internet TVs
PCs or Macs
Mobile iPhones
iPads Androids
Outdoor
displays
Apps
Web
Browsers
Browser
Plugins
IOS or
Android Apps
FAT APPS e.g:
- Games
- Content Mng
App
- Ofﬁce Apps
- Google Earth
- iTunes
- Keynote
Flash or
HTML 5
Content Mng
Interface
Thin
Apps

IT’S ALL ABOUT ‘COMPLEX’ TEAM WORK

Some Roles in Multi Platform Content Production
Multiplatform Producer
Technical Producer
Interaction Designer
Transmedia Writer
Social Media Marketing
Manager
SMO/SEO Specialist
Media Asset Manager
Information Architect
Developer (front/back/server)
Technical Project Manager
Digital Strategist
Games Level Designer
Web Video Director
Executive Producer
Multi Media Editor
Senior Web Designer
Art Director
Marketing Coordinator
User Experience Designer
Creative Director
Flash Designer/Animator
Business Development
Manager
IT’S ALL ABOUT COMPLEX TEAM WORK

IT’S ALL ABOUT COMPLEX TEAM WORK

IT’S ALL ABOUT COMPLEX USER JOURNEYS

MANAGING CONTENT
Multiplatform projects are living, breathing, multi-
headed beasts that need feeding and managing.
A MP project, especially a socially driven one, is never
ﬁnished until the Fat Lady is Archived

4.2 million on iTV
8.7 million on web
1.1 million on mobile
20 million on Ceefax
6 million on Digital Text
bespoke play-out CPMSs developed
IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT

1.Storyboard or narrative mapping tools
2.Asset production software & hardware
3.Pre-production Content Management Systems
4.Subscriber / user social sign-on management tools
5.Director, live, content management and collaboration tools
6.Server infrastructure management tools
7.Emergent technology & deployment testing environments
8.MAMs - Media Asset Management
9.Mobile, adaptive deployment and gatekeepers
10.Social network monitoring and API management tools
11.Real time Content Production Management System
12.Load management
13.Measurement & monitoring dashboards

More Multiplatform Challenges
to be addressed this evening...
Audience onto next thing - changing user behaviours
Everyone’s doing it, how do I ﬁt in - democratised creation
Reach is becoming harder for all - too many touch points
Too many new things to ‘plug-in’ - APIs sprouting everywhere
and lots more to be discussed on the panel

In an Ideal World
A 15m Introduction
THANKS
slides at slideshare.net/hayesg31
The Multiplatform Production
Process

In An Ideal World - The Multiplatform Production Process

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In An Ideal World - The Multiplatform Production Process