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Evolution of Story-telling1895
1902
1920s
A.T. Kearney - 2011• 94% of the top 50 brands using Facebook pages
sent users to a one-way communication page, where users were not able to start a conversation.
• 56% of those brands did not even respond to a single comment on the page.
Digital Distribution IsSocial Distribution
Tim Kring’s Conspiracy for Good
• 1M Downloads• PR Value $28M• Awareness
– Room To Read– We Give Books
• Over 10,000 Books Donated
http://www.conspiracyforgood.com/
Web Therapy
http://www.lstudio.com/web-therapy/
• Four Seasons• Internal Distribution• Long-form episodes
for Showtime
The Controller: Battlefield 3
• Exceeded viewership projections
• Uplift in game sales• Season 2 moving
forward
http://www.youtube.com/watch?v=mCkkU1TaY0k
Short Form Story PacingAct 2
Act 1
Episode 1 Episode 2 Episode 3 Episode 4 Episode 5
Act 3Act 4
Act 5
What is quality?Quality is good content
that gets shared and drives the distribution
Digital Content Categories• TV Content Distribution
• Social Distribution
TV Production
Show 1: Show 2: Show 3:
Show 4: Show 5: Show 6:
Digital Media Production
Show 1: Show 2: Show 3: Show 4: Show 5: Show 6:
Content Syndication
• 2 hour movie• Hulu 30 min episodes• Mobile < 5 min episodes
DistributionDistribution is getting product in front of an audience and placement of content:
• 2012: Smartphone sales expected to hit 1.8B• 2012: Tablet unit sales expected to hit nearly 100M
Cloud Computing is a Form of Distribution
Programming
Channel Development• Build a franchise to increase awareness
and frequency
• Provide a diverse and consistent offering
• Two way communication
• Alternative forms of content
