multi-platform stuff for digital producers
DESCRIPTION
Presentation for TRC Multi-Platform day.TRANSCRIPT
digital
Building a world class content sector for the digital age
Mike Dicks• Senior Policy Executive• Digital• 0770 302 0847
• [email protected]/mikedicks
poacher turned gamekeeper?
producer
broadcaster
What we do
• Member organisation• Represent screen-based production
companies• Free legal and commercial advice• Negotiating fairer rights, better terms• Lobbying government• Support business growth
My role
• Represent digital producers• Deal with digital market issues
multi-platform
digitalinteractive
transmedia
cross-platform
360 degree
multi-media
it’s not so new....
What do we mean by multi-platform content?
Platforms and Narratives
What’s Converging here?
Convergence is a cultural, rather than technological, process. We now live in a world where every story, image, sound, idea, brand and relationship will play itself out across all possible media platforms.
Henry Jenkins, MIT – Convergence Culture
“
”
Is it about Gadgets?
=
Is everything becoming interactive?
• OPEN
• LIMITED
• PASSIVE
• INVOLVED
• 2006
• 2012
• SOURCE:
•CO
NTE
NT
ACCE
SS
• CONSUMER MEDIA CONTROL
• MASSIVE
• PASSIVES
• GADGETIERS
• KOOL KIDS
• GENERATION
• CHASM?
50+ Million users$400k Revenue
80 +Million users$100+ Million revenue
mainstream
Multiplatform M&L??
1954
2006
$17.5 Billion?
Platforms and Narratives
story brand InteractionPromotionextension
distribution
licensing + editorial
What works?(editorial)
Dr Who
Britain from Above
1066
Landshare
Águila Roja (Red Eagle)
Embarrassing Bodies
Castigo Final – (Final Punishment)
The Big Issue
Thumb Wars
Wannabes
Who’s buying it?
Who is commissioning? (UK)
Who else?
Who’s making it?
The agencies
Who owns the customer?
Chain of Contracts #1
Broadcaster
TV Producer Digital Agency
Chain of Contracts #2
Broadcaster
TV Producer Digital Agency
Vehicle
Chain of Contracts #3
Broadcaster
TV Producer
Digital Agency
Chain of Contracts #4
Broadcaster
Digital Producer
The Contracts
plans
define
advice
contracts
rights
deals
Lobbying
BBC
ITV, C4, Others
Government
New broadcasters?
Standards
Training
Business
Intellectual Property
Skillset
Markets
Key markets
Mentors
Standards
Support
Summary
• Advice• Lobbying• Training• Markets• = mature business