the end of tv as we know it & the birth of transmedia

&THE BIRTHOF

MEDIATRANS

THE END OF TV AS WE KNOW IT

@DougScottOGILVYDOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT

@TheMattDohMATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY

@OgilvyEnt

FOLLOW US.

PART I.THE END OF TV AS WE KNOW IT

LETS GO BACK.WAY

RADIO.

WHAT WAS THE MESSAGE?

WELL...

TELEVISION.

INTERACTIVE.

STORYTELLING YESTERDAY.

STORY

FIXED LIVING ROOM

PASSIVE

YESTERDAY.

AND ITS NOTHING NEW.STORIES ARE EVOLVING.

THE RECORDING INDUSTRY.

THE ARTIST THE LABEL THE ALBUM

8-TRACK CASSETTE CD MP3

12.5MM

12.5MM 6MM

THE SINGLE THE ALBUM

CHANGED EVERYTHING.DISRUPTIVE INNOVATION

IS HAPPENING IN THE TV INDUSTRY TOO.

AND THIS SAME DISRUPTION...

THE TV INDUSTRY.

THE MEDIA COMPANY

THE NETWORK THE CHANNEL

TV SERIES HULU iTUNES

CHANGED EVERYTHING.DISRUPTIVE INNOVATION.AGAIN.

AND STORY IS WHAT HOLDS EVERYTHING TOGETHER.

SO WHAT DOES THIS MEAN FOR ENTERTAINMENT TODAY?

STORY

FIXED LIVING ROOM

PASSIVE

YESTERDAY TODAY

THE SECOND SCREEN

YOU SAY SECOND SCREEN.

I SAY FIRST

ANYWHERE

ACTIVE

STORYDATA

THE 1ST SCREEN

TODAY.

BUT ONE THING IS THE SAME...

FIXED LIVING ROOM

PASSIVE

YESTERDAY

ANYWHERE

ACTIVE

DATA

THE 1ST SCREEN

TODAY

STORY STORY

FIXED LIVING ROOM

PASSIVE

YESTERDAY

ACTIVE

DATA

THE 1ST SCREEN

TODAY

STORY STORY

ANYWHERE

FIXED LIVING ROOM

PASSIVE

YESTERDAY

ACTIVE

DATA

THE 1ST SCREEN

TODAY

STORY STORYSTORY STORY

ANYWHERE

Pi

GOLDEN RATIOSTORY

CONWAYS

CHAITINS

http://en.wikipedia.org/wiki/Mathematical_constant#Chaitin.27s_constant_.CE.A9http://en.wikipedia.org/wiki/Mathematical_constant#Chaitin.27s_constant_.CE.A9

Y = MX + B

A UDIENCE

A = TORY

A = + TELLING

A = + IGITALD

DIGITAL IS THE VARIABLETHAT CAN...

STATIC

MESSAGE

CONTENT

AUDIENCEPASSIVE

INFORMATIVE

MESSAGE

CONTENT

AUDIENCE

DYNAMIC

PATICIPATORY

INTERACTIVE

DIGITAL IS ONLINE + OFFLINE.

DIGITAL IS SHAPING AUDIENCE BEHAVIOR.

AUDIENCE BEHAVIOR IS SHAPING DIGITAL.

DIGITAL IS SHAPING AUDIENCE BEHAVIOR.

DIGITAL UNLOCKS THE POTENTIAL TO ENTERTAIN & EMPOWER THE CONSUMER.

TABLETSBy 2013, the number of U.S. tablet users is expected to reach 99MM1

1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore

MULTI-SCREEN 33MM2 American consumers regularly engage with multiple screens simultaneously


SOCIAL 40%3 of consumers use social media while watching TV


GAMING68MM4 mobile users are playing games on their mobile and tablet devices


AND DIGITAL IS CHALLENGING OUR INDUSTRY IN WAYS WE NEVER EVEN IMAGINED.

ENTERTAINMENT IS IN ASTATE OF FLUX

THE NEW REALITY FOR ENTERTAINMENT.

NETWORK TVTHE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT, DIGITAL IS DISINTERMEDIATING THE BUSINESS MODEL

CONSUMERSARE THE NEW CHANNEL FOR ALL TYPES OF CONTENT

PRODUCERSNEED TO PRODUCE A WORLD FOR THE CONTENT TO LIVE IN PARTLY DUE TO...

CONSUMERSARE THE NEW CHANNEL FOR ALL TYPES OF CONTENT

PRODUCERSNEED TO PRODUCE A WORLD FOR THE CONTENT TO LIVE IN PARTLY DUE TO...

THERES AN AUTHORSHIP .CRISIS

CONSUMERS AREIN CONTROL

ASAUDIENCE CHARACTERSASCHARACTERS AUDIENCE

DUAL-CONTENT

INDIVIDUAL

COMMUNAL

YEAH, WHATS COMING UP NEXT PRETTY MUCH SUMS IT ALL UP.

THEOPPORTUNITY

PART II.THE BIRTH OF TRANSMEDIA

WHAT IS IT?

TRANSMEDIA STORYTELLING.

CONTEXTUALIZED CONTENT

THE NEW ECONOMIC DRIVER

NO SCIENCE TO TRANSMEDIA

ITS A MINDSET

A WAY TO RETHINKOUR STORIES

THE MINDSET IN A NUTSHELLA STORYWORLD, NOT A STORYLINE

MULTI-PLATFORM NOT CROSS-PLATFORM

BLURRING ONLINE/OFFLINE THROUGH DIGITAL

PARTICIPATORY EXPERIENCES

BUILT-IN GAME MECHANICS

AUDIENCE DRIVEN NARRATIVE

NEW WAYS TO DISTRIBUTE STORIES

MOVEMENTCAMPAIGN COMPETITION

NARRATIVEDESIGN

CULTURALTRUTH

GAMEMECHANICS

CULTURAL TRUTH IDENTIFYING THE STORYS BEST SELF CREATING TENSION WITH & WITHIN CONTENT UNDERSTANDING AUDIENCES ACCEPTANCE

NARRATIVE DESIGN BLENDING NARRATIVE TYPES ROLE OF STORY ELEMENTS INTERLINK, INTERTWINE STORIES BUILDING IN PARTICIPATION

GAME MECHANICS NOT GAMIFICATION, USING GAME MECH PLAY = STORY COLLABORATION + COMPETITION REWARDING EXPERIENCES

CULTURALTRUTH

GAMEMECHANICS

NARRATIVEDESIGN

CULTURALTRUTH

GAMEMECHANICS

NARRATIVEDESIGN

THE CONSTANTTRANSMEDIA

ORY T S

O RYTS

OUR VARIABLESSCREEN APPROACH

MULTI SCREENCOHERENCE

SYNCHRONIZATIONCOMPLEMENTARITY

SIMULTANEITY

STORY ELEMENTSLINEAR

NON-LINEARARG

MYTH-BUILDINGOBJECTS/ARTIFACTS

CHARACTERS

CAMPAIGN TACTICSTV SPOTS/CINEMA

PRINTRADIO

PRDIRECT

OOH

ROLE OF AUDIENCEPERSONALIZEDCUSTOMIZED

OPEN-DIALOGUELEAN-FORWARD

PARTICIPATION LEVEL

DISTRIBUTIONCROSS-CHANNEL

ON-DEMANDOPEND-SOURCED

PAIDOWNEREARNED

OFFLINERETAIL

LIVE EVENTSTHE LIVING ROOM

MERCHANDISEROLE OF ONLINE

GAMIFYINGROLE-PLAYING

TURNSTIME

PUZZLESCATCH-UP

VICTORY/LOSS

ONLINESOCIALMOBILE

ECOMMERCEDATA

ROLE OF OFFLINE

TRANSMEDIA

O RYTS

CULTURALTRUTH

GAMEMECHANICS

NARRATIVEDESIGN

ORY T S

THE VARIABLES

CULTURALTRUTH

GAMEMECHANICS

NARRATIVEDESIGN

CAMPAIGN TACTICS

ROLE OF AUDIENCE

OFFLINESCREEN APPROACH

DISTRI-BUTION ONLINE

GAMIFYINGSTORY

ELEMENTS

TRANSMEDIA

ORY T S

O RYTS

BRANDS SHOULD BE THINKING...HOW TO CONTEXTUALIZE THEMSELVES

MESH MEDIA TO INVITE THE CONSUMER INTO THE EXPERIENCE

CREATE ENTERTAINMENT VIA CO-CREATION OR ORIGINAL PRODUCTION

BUILD CULTURAL EQUITY

PROVIDE UTILITY

FACILITATE AUDIENCE DRIVEN NARRATIVES

HAVE OWNERSHIP OF CONTENT

PREDICTIONS

THE TRADITIONAL MEDIA MODEL

WILL NO LONGER EXIST

THERE WILL BE A PRICING MODEL

BUILT ON AUDIENCE

ENGAGEMENT

PREMIUM CONTENT WILL BE PUSHED TO BRANDED

APPLICATIONS RESIDING ACROSS ALL PERSONALIZED

CONSUMER SCREENS

WE WILL SEE THE RISE OF MICRO CONTENT...

...WHICH WILL BE EMBEDDED WITHIN VIDEO

AND ACCESSIBLE TO CONSUMERS FOR A MICRO-COST

UTILITY WILL REIGN ON THE VALUE CHAIN

ITS NOT ABOUT THE SECOND...

ITS ABOUT THE INSTANT

PORTALS TO IMMERSIVE STORYWORLDS WILL QUESTIONWHAT IS REAL...

WE WILL SEE CONTENT SHAPED BY THE POWER OF HUMAN ALGORITHMS

OUR INTERACTIONSWILL BEBRANDED

CREATIVE BOUNDARIES WILL PUSH TECH-PLOITATION

TELLING IS OUR VARIABLE.STORY IS OUR CONSTANT.

ENABLED BY DISRUPTIVE INNOVATION, PROVIDING US WITH A NEW SET OF CREATIVE TOOLS.

AND THE FIRST SCREEN PROVIDES A PARTICIPATORY EXPERIENCE THAT BECOMES A PART OF US ALL.

RU A STORY?

OR A TELLER?

@DougScottOGILVYDOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT

@TheMattDohMATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY

@OgilvyEnt

TELL US.

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