1. 1. THE END OF TV AS WE KNOW IT &THE BIRTHOF TRANS MEDIA
2. 2. FOLLOW US.@DougScottOGILVY @OgilvyEntDOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT@TheMattDohMATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
3. 3. PART I.THE END OF TV AS WE KNOW IT
4. 4. LETS GO WAY BACK.
5. 5. RADIO.
6. 6. WHAT WAS THE MESSAGE?
7. 7. WELL...
8. 8. TELEVISION.
9. 9. TELEVISION.
10. 10. INTERACTIVE.
11. 11. STORYTELLING YESTERDAY.
12. 12. STORYYESTERDAY. PASSIVE FIXED LIVING ROOM
13. 13. STORIES ARE EVOLVING.AND ITS NOTHING NEW.
14. 14. THE RECORDING INDUSTRY.
15. 15. THE ARTIST THE LABEL THE ALBUM
16. 16. 8-TRACK CASSETTE CD MP3
17. 17. $0.99
18. 18. 12.5MM
19. 19. 12.5MM6MMTHE SINGLE THE ALBUM
20. 20. DISRUPTIVE INNOVATIONCHANGED EVERYTHING.
21. 21. AND THIS SAME DISRUPTION...IS HAPPENING IN THETV INDUSTRY TOO.
22. 22. THE TV INDUSTRY.
23. 23. THE MEDIA THE NETWORK THE CHANNELCOMPANY
24. 24. TV SERIES HULU iTUNES
25. 25. AGAIN.DISRUPTIVE INNOVATION.CHANGED EVERYTHING.
26. 26. AND STORY IS WHAT HOLDSEVERYTHING TOGETHER.
27. 27. SO WHAT DOES THIS MEAN FORENTERTAINMENT TODAY?
28. 28. YESTERDAY TODAY STORYTHE SECOND SCREENPASSIVEFIXED LIVING ROOM
29. 29. YOU SAY SECOND SCREEN.
30. 30. I SAY FIRST
31. 31. STORYTODAY. DATA THE 1ST SCREEN ACTIVEANYWHERE
32. 32. BUT ONE THING IS THE SAME...
33. 33. YESTERDAY TODAY STORYSTORYDATATHE 1STSCREENPASSIVE ACTIVEFIXED LIVING ROOMANYWHERE
34. 34. YESTERDAY TODAY STORYSTORYDATATHE 1STSCREENPASSIVE ACTIVEFIXED LIVING ROOMANYWHERE
35. 35. YESTERDAY TODAYSTORY STORYDATA STORYSTORYTHE 1STSCREENPASSIVE ACTIVEFIXED LIVING ROOMANYWHERE
36. 36. CHAITINS CONWAYS Pi GOLDEN STORY RATIO
37. 37. Y = MX + B
38. 38. AUDIENCE
39. 39. A = TORY
40. 40. A= + TELLING
41. 41. A= + DIGITAL
42. 42. DIGITAL IS THE VARIABLETHAT CAN...
43. 43. STATIC CONTENTPASSIVE AUDIENCEINFORMATIVE MESSAGE
44. 44. DYNAMIC CONTENTPATICIPATORY AUDIENCEINTERACTIVE MESSAGE
45. 45. DIGITAL IS ONLINE + OFFLINE.
46. 46. DIGITAL IS SHAPING AUDIENCEBEHAVIOR.
47. 47. DIGITAL IS SHAPING AUDIENCEBEHAVIOR. AUDIENCE BEHAVIORIS SHAPING DIGITAL.
48. 48. DIGITAL UNLOCKS THEPOTENTIAL TO ENTERTAIN &EMPOWER THE CONSUMER.
49. 49. TABLETSBy 2013, the number ofU.S. tablet users isexpected to reach99MM11. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
50. 50. MULTI-SCREEN33MM 2 Americanconsumers regularlyengage with multiplescreens simultaneously1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
51. 51. SOCIAL40%3 of consumers usesocial media whilewatching TV 1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
52. 52. GAMING68MM 4 mobile usersare playing games ontheir mobile andtablet devices1. eMarketer 2. Microsoft Advertising 3. Ericsson Consumer Lab 4. comScore
53. 53. AND DIGITAL IS CHALLENGINGOUR INDUSTRY IN WAYS WENEVER EVEN IMAGINED.
54. 54. ENTERTAINMENT ISIN ASTATE OFFLUX
55. 55. THE NEW REALITY FORENTERTAINMENT.
56. 56. NETWORK TVTHE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT,DIGITAL IS DISINTERMEDIATING THE BUSINESS MODELCONSUMERS FOR ALL TYPES OF CONTENTARE THE NEW CHANNELPRODUCERSWORLD FOR THE CONTENT TO LIVE INNEED TO PRODUCE APARTLY DUE TO...
57. 57. THERES AN AUTHORSHIP CRISIS .
58. 58. CONSUMERS AREIN CONTROL
59. 59. AUDIENCE AS CHARACTERSCHARACTERS AS AUDIENCE
60. 60. INDIVIDUALDUAL-CONTENTCOMMUNAL
61. 61. YEAH, WHATS COMING UP NEXTPRETTY MUCH SUMS IT ALL UP.
62. 62. THEOPPORTUNITY
63. 63. PART II.THE BIRTH OF TRANSMEDIA
64. 64. WHAT IS IT?
65. 65. TRANSMEDIA STORYTELLING.
66. 66. CONTEXTUALIZED CONTENT
67. 67. THE NEWECONOMIC DRIVER
68. 68. NO SCIENCE TO TRANSMEDIA
69. 69. ITS A MINDSET
70. 70. A WAY TO RETHINKOUR STORIES
71. 71. THE MINDSET IN A NUTSHELL A 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
72. 72. CAMPAIGN COMPETITION MOVEMENT
73. 73. CULTURAL GAMENARRATIVE TRUTH MECHANICSDESIGN
74. 74. CULTURAL TRUTH IDENTIFYING THE STORYS BEST SELF CREATING TENSION WITH & WITHIN CONTENT UNDERSTANDING AUDIENCES ACCEPTANCEGAME MECHANICSNARRATIVE DESIGN NOT GAMIFICATION, USING GAME MECH BLENDINGNARRATIVE TYPES PLAY = STORY ROLE OF STORY ELEMENTS COLLABORATION + COMPETITION INTERLINK, INTERTWINE STORIES REWARDING EXPERIENCES BUILDING IN PARTICIPATION
75. 75. CULTURAL TRUTHGAME NARRATIVEMECHANICS DESIGN
76. 76. CULTURAL TRUTH THE CONSTANT S T O RY TRANS MEDIA S T O RYGAMENARRATIVEMECHANICSDESIGN
77. 77. OUR VARIABLESSCREEN APPROACH GAMIFYING CAMPAIGN TACTICS DISTRIBUTIONMULTI SCREENROLE-PLAYING TV SPOTS/CINEMACROSS-CHANNEL COHERENCETURNS PRINT ON-DEMANDSYNCHRONIZATIONTIME RADIO OPEND-SOURCEDCOMPLEMENTARITYPUZZLESPR PAIDSIMULTANEITYCATCH-UPDIRECTOWNERVICTORY/LOSS OOH EARNEDSTORY ELEMENTSOFFLINE ONLINE ROLE OF AUDIENCE LINEAR RETAIL SOCIALPERSONALIZED NON-LINEARLIVE EVENTS MOBILE CUSTOMIZED ARGTHE LIVING ROOM ECOMMERCEOPEN-DIALOGUEMYTH-BUILDING MERCHANDISE DATA LEAN-FORWARDOBJECTS/ARTIFACTSROLE OF ONLINEROLE OF OFFLINE PARTICIPATION LEVEL CHARACTERS
78. 78. CULTURAL TRUTHTHE VARIABLES S T O RY TRANS MEDIA S T O RYGAMENARRATIVEMECHANICSDESIGN
79. 79. CULTURALTRUTHCAMPAIGN TACTICSDISTRI-BUTIONONLINES T O RY SCREEN TRANSOFFLINEAPPROACHMEDIAS T O RY STORY GAMIFYING ELEMENTSGAME ROLE OF NARRATIVEMECHANICS AUDIENCEDESIGN
80. 80. CULTURALTRUTHCAMPAIGN TACTICSDISTRI-BUTIONONLINES T O RY SCREEN TRANSOFFLINEAPPROACHMEDIAS T O RY STORY GAMIFYING ELEMENTSGAME ROLE OF NARRATIVEMECHANICS AUDIENCEDESIGN
81. 81. BRANDS SHOULD BE THINKING...HOW TO CONTEXTUALIZE THEMSELVESMESH MEDIA TO INVITE THE CONSUMER INTO THE EXPERIENCECREATE ENTERTAINMENT VIA CO-CREATION OR ORIGINAL PRODUCTIONBUILD CULTURAL EQUITYPROVIDE UTILITYFACILITATE AUDIENCE DRIVEN NARRATIVESHAVE OWNERSHIP OF CONTENT
82. 82. PREDICTIONS
83. 83. THE TRADITIONALMEDIA MODELWILL NO LONGER EXIST
84. 84. THERE WILL BEA PRICING MODELBUILT ON AUDIENCEENGAGEMENT
85. 85. PREMIUM CONTENTWILL BE PUSHED TO BRANDEDAPPLICATIONS RESIDING ACROSS ALL PERSONALIZEDCONSUMER SCREENS
86. 86. WE WILL SEE THE RISE OF MICRO CONTENT...
87. 87. ...WHICH WILL BEEMBEDDED WITHIN VIDEOAND ACCESSIBLE TO CONSUMERS FOR A MICRO-COST
88. 88. UTILITY WILLREIGN ON THEVALUE CHAIN
89. 89. ITS NOT ABOUT THE SECOND...
90. 90. ITS ABOUT THE INSTANT
91. 91. PORTALS TO IMMERSIVESTORYWORLDS WILL QUESTIONWHAT IS REAL...
92. 92. WE WILL SEE CONTENT SHAPED BYTHE POWER OF HUMAN ALGORITHMS
93. 93. OURINTERACTIONSWILL BEBRANDED
94. 94. CREATIVE BOUNDARIESWILL PUSH TECH-PLOITATION
95. 95. STORY IS OUR CONSTANT.TELLING IS OUR VARIABLE.
96. 96. ENABLED BY DISRUPTIVEINNOVATION, PROVIDING USWITH A NEW SET OFCREATIVE TOOLS.
97. 97. AND THE FIRST SCREENPROVIDES A PARTICIPATORYEXPERIENCE THAT BECOMESA PART OF US ALL.
98. 98. RU A STORY?OR A TELLER?
99. 99. TELL US.@DougScottOGILVY @OgilvyEntDOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT@TheMattDohMATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY