A Future for Transmedia

In an article over at GamaSutra the other day the author, Leigh Alexander, asked the very legitimate question ”where’s this glorious transmedia future?”, referring to his view that the gaming industry is leading the social media revolution, and televison and film are slow to catch up.

The 2012 Super Bowl had 17,5 million social
media imprints on one day. That's a lot.

He has a point. (On the other hand, looking at the 17,2 million social media imprints the Grammys generated during one day, and the 17,5 million the Superbowl generated a week earlier, television does make an impact in the social sphere (although not harnessed to any greater degree, more’s the shame)). Transmedia is not ”there” yet, wherever we envisage ”there” to be. We have experimental projects, we have big-budget marketing campaigns, we have art projects, we have crowdfunded projects and any mix between these. Very few of these will have a significant impact on other transmedia projects, as all new projects need to be handled from the ground up as unique challenges.

To the man (or woman) on the street, the term ”transmedia” means nothing. What means something is great stories. What means something is funny and/or interesting and/or exciting and/or engaging interaction with characters as well as peers around content and connected to content. What means something is the feeling that ”I matter in this context”, that someone is listening, that something is created for me, that I can participate if I choose to and I’m welcome to. What means something is to achieve that willful suspension of disbelief, with regards to the story being told as well as to the different media it’s told on. What means something is have different pieces of the content puzzle available on different platforms that I have easy access to. What means something is to have the feeling of discovery and the tools to share this discovery with my friends.

All this can be ”transmedia”, and the development, design, production and distribution (and marketing) of all this is made easier and better by using transmedia storytelling methods. Still, ”transmedia” in itself will mean nothing to the people taking part of the story. I will never sell something to a broad audience with the "transmedia" tag only - perhaps to acquisition people or sponsors, but never an audience - I can only do that with great content.

Lucas JW Johnson had a post yesterday over at Silverstring Media where he talked about transmedia not being a ”thing” itself, but rather could be viewed as an aspiring artform. Or, as Lucas put it: ”Transmedia is a way of thought, a way of conceptualizing storytelling and experience in a way that is not limited to a single form or medium, and at its best takes full advantage of that tack.”

What we have is a situation where we’re still looking at people in silos looking at each other, expecting something to happen. It won’t, not by just looking. Every project is a different one, and I’m increasingly starting to believe that any “best practices” that we will come up with, with regards to transmedia, will be pretty broad in shape. Definite definitions of best practices will be as rare as definite definitions of transmedia itself.

On the other hand, I’m increasingly of the opinion that this is nothing essential. As little as the term “transmedia” means to the man on the street, as little will it mean to all of us creating it in the future. Dennis Crow writes in the comments to the GamaSutra article that “ If a brand new IP could have a movie to tell the story, a game to immerse the player into the world, and a TV show to produce additional episodic content, then it truly could connect with a huge audience in a way that hasn't been done before.”

This is where we will end up. It’s just – as always – taking a bit longer than everyone hoped for.

MIPTV Round Up Day One

The first day of MIPTV drew to a close, as the lawn in front of Grand was packed with people, the beer was as good (and as expensive) as ever and the Cannes night was a very (for a Finn) suitable +15C.

Whereas MIPFormats was a lot about discussing the creative challenges, rights issues and suchlike of formats, MIPTV is, as always, about business. Still, there are a number of interesting panels and talks going on during the day, where creators and industry people share insights and cases. I was quite happy to see a panel on Transmedia, called ”Transmedia Storytelling: How to achieve Creative Excellence?” – especially as the panel featured people like Nuno Bernardo (Sophie’s Diary, Final Punishment), Christopher Sandberg (Truth About Marika, Conspiracy for Good), Tracey Robertson (The Lost Experience), Tom Thirlwall (Kate Modern) and Matt Costello (Polar Productions).

Transmedia at MIP

Now, the live blog of the session is up here, and the whole of the session can be viewed on YouTube here, so I won’t go into detail on what every said during the 1h+ session. Some notes though:

- It seems like the divide is still there, between creatives, tech, marketing etc. ”Sometimes I have made the mistake of pitching a tv show really well, only to – at the end of the pitch – go into multiplatform aspects and possibilities. Then every department must get involved, and no ones wants to assume responsibility for the project”, said Nuno Bernardo more or less. So yes – even though we are getting there, slowly but surely – there is no one person that is a great creative, great producer, knows all the tech involved intimately… Teamwork is a must. We just need to get the teams to work together better and understand each other better.
In my opinion, that is also one of the strengths of thinking transmedially when building a project (no matter if it is drama, game show, news, documentary, kids show…). By building the ”world” of your project and defining core values, it’s place in the world and all actions and reactions that can happen in that world and why they can happen, it is infinitely more easy to explain the content and what you want to achieve to anyone who gets involved, be it tech, creatives, marketing people or anyone involved in the production.
(For example news; they are set in the real world obviously. But to create a good news show, first create the world that is the news show, everyone working with it, all the facilities, all the equipment, building up all the thoughts and the values you want to promote through your news).
- I also can’t help but ponder at the difference between the crowd at SXSW and the crowd at MIPTV – especially, as I tweeted yesterday, the fact that many of the tech-savvy social media and localization service and funky-photo-app-people at SXSW are really really eager to somehow get into television – partly because that’s where some money can be found but to a greater degree because that’s where they can reach an audience better and get involved in ”real” content. At the same time we have a lot of tv and media people here at MIPTV thinking about and wonder how on earth to capitalize on social media and other types of emerging tech and services. I can’t but think these two worlds would need to collide at some point - which will happen, I’m sure, and #MIPCC is perhaps a step in the right direction.

Please do watch the video, or read the live blog, some nice takes there.

Content 360

I had a look at the pitches for the Content 360 competition in the Fremantle/RTL category (which was called Interactive & Cross Media but was quickly rebranded ”Transmedia”, much to the surprise of the people pitching). Four pretty good efforts – one location-and-app-based national treasure hunt, one build-communities-with-music-and-extreme-sports-and-compete-between-communities, one make-your-online-profile-your-lottery-ticket-in-an-online-game-show and one convince-audience-to-part-with-their-money-and-give-to-you-for-your-cause. Not bad ideas at all, will be interesting to see who wins – revealed tomorrow, Wednesday, night.

Fresh?

The Fresh TV Around The World showcase was actually not all that fresh, IMHO, as much of the stuff on display was things looking a lot like stuff we’ve seen before. Here’s the list of the shows shown, from my Twitter feed:

1. Trasformat (Italy) - decode disfigured pics of celebs
2. Honey Pack the bags (Banijay)
3. The Shuffle (Shine) – sort stuff in right order, get clues by performing challenges
4. The Call (Zodiak) – based on prank calls, must prank call friends to win
5. The Recruits (Talpa) Find recruites to finish challenges to go on and win
6. You Deserve It (SevenOne) - main contestant gives money to someone who deserves it (mother etc)
7. Holding out for a hero (ITV) - three contestants play for prize to make someone else's dream come true
8. Still Standing (Armoza) - 1 against 10, and a bit of Million Pound Drop as well
9. The Magicians (Shine) Three magicians in pairs w/celebs compete
10. Impossible (2waytraffic) - 1 couple against 1 magician; is the trick impossible or not?
11. Lady Burlesque (Veralia) - talent show, next burlesque star
12. Dance Cam Slam (MTV) - compete in dance contest via web cams
13. Ano 0 (Canal 13/Chile) - apocalyptic game show, 22 ppl have survived devastating flood
14. Family Explorer (Zodiak) - 5 families out in the wilderness, competing for cash prize
15. Flashback (Warner Bros) - physical game show + memory skills
16. The Village (All3) - couples must charm villagers to win a home in the village
17. A Farmers Life for Me (BBC) - 9 couples compete to get a farm for a year, through farming challenges
18. Love Triangle (Eyeworks) - contestant must chose between two lovers
19. Man Up The House (Eyeworks) - man & friends get to renovate the home, w/o wife getting in the way
20. How to live with women (DRG) - Men go to bootcamp to learn how to live w/ women
21. Service w/ a Smile (Shine) - mentally disabled persons working in a hotel, fulfilling their dream of a real job
22. Beauty and the Beast:Prejudice (Zodiak) where "beauty junkie" lives together w/ disfigured person #miptv
23. It Gets Better (Shine) - 8 celebs who've been victims help other victims
24. Sun, Sex and Supsicious Parents (Zodiak) - parents peeping in on kids doing naughty stuff
25. Meet The Parents (All3) - boyfriends must impress potential in-laws, only thing is, they are actors + hidden camera

I had unfortunately missed out on all the fun that happened in the Experience Hub tent outside the Palais, but went there for a quick look; lo and behold, I saw a fairly interesting product, showcased by Metaio from Germany – a slick app-based participate-in-television-through-AR-tv solution that I think I need to examine a bit closer; might be good to integrate in some format in the future.

Finally a quick CONGRATULATIONS to the Emmy winners of yesterday, nice party and SO nice to see Shankaboot from Lebanon pick up an Emmy. Well done!

Second day starting now, with meetings, meetings, and then the kick-off of the Connected Creativity – will be back with that later.

Moving with the times

I come from a background of traditional media; newspapers, radio and television. I still feel that especially television can play an important part in a project, since it is a tried and tested way to reach people, a way that many are familiar with and can accept fairly easily (and no, I’m not talking about television as being watched on a television set, but the notion of a television show, no matter where and how you view it. The 30 minute slot, the feeling of a sitcom, the soothing tone of a well-spoken voice over, all the things that we accept as natural parts of a television show). So, naturally, I keep track of what happens in my old – but still very current – areas of the media landscape.

This year, we are witnessing the beginning of a small upheaval that just might turn into a bigger one. Over at Hulu, CEO Jason Kilar wrote passionately about the new ways of consuming television and his firm belief that the traditional television companies would have to move with the times and rethink as more and more people are abandoning traditional television. Ty Braswell wrote an excellent piece over at Venture Beat about 2011 being the make-or-break year for television. A quote from the end of his post:

2011 will be the most significant year in the history of television. We are days away from the tipping point. Industry leaders who fail to organize with their competitors will see their business evaporate. Digital natives are already becoming comfortable and savvy getting TV and movie content illegally.

2011 will be a very good year for people in the business of television if they realize that television as we know it has gone away. For the start-ups and their investors, a tremendous opportunity has been created: Whoever teaches the television industry how to monetize content and make it easy to access will become the next big thing.

Granted, that was written to a large extent from a financial and distribution angle. I do believe, however, that this will be a positive thing for transmedia storytelling. As is discussed and hoped for in the posts mentioned above, we are looking – perhaps forced to look, but still – at a significant change in the way people consume television, a change that will be for the better and in a more coherent way will touch on the viewers' way of living and consuming. This space is not yet occupied, and in my eyes it does have a decidedly transmedia-ish shape.

Using transmedia storytelling as a way to re-invent television makes absolute sense to me. That is the best and - I was going to say "easiest", but that's probably not the right word - most accommodating way to utilize the fact that many a loyal and engaged member of any show's audience has already torrented it from any number of sources weeks before it hits their territory via traditional television, and are viewing it on their laptops. In such a case, perhaps clear call to actions in the content of just that show means that "delving deeper into the story" is just seconds away. Remember, these are people who have not just switched on the television set and are watching your show because they have nothing else to do. These are active and engaged people, who have taken the effort to download YOUR show rather than anyone else's, because they like it. Don't throw that away!

I firmly believe that television as we know it will not exist for that long. Yes, there will be television sets, although the way t use them will evolve. Yes, there will be television shows, although their function might evolve as well - from being the end product to being the lunch vehicle to engage an audience into your story world. And as the term "I'm watching television" moves to whole new contextual levels, so must the content and the stories we want people to listen to.

The Space Trainees

A trailer of our language training cross media game show for kids, The Space Trainees. It's a bit neat.

8 hours of media consumption per day

I know I'm in the television and cross media business, and I should be thrilled that people are availing themselves of an increasing amount of media. I should, but in truth, I'm not.

A recent survey foretells that US citizens will consume an average of 8 hours of media per day by 2013. Of that, close to 50% will be traditional television, the rest web programming, games, DVD:s, mobile content etc.

The reason I'm not thrilled? I honestly believe that this is not the way to go. My firm belief is that we would need a healthy balance between entertainment and so-called Real Life. EIGHT HOURS per day spent consuming media means EIGHT HOURS less to live your own life, to meet people, to really DO SOMETHING, to create something MEANINGFUL... To be a human, not a consumer.

I realize I'm probably a hopeless romantic when it comes to this, but I would be quite happy to see what would happen would we turn off all television and Internet media, close all DVD-rentals etc for a week or two, and let people try to find out what they would do instead. I believe that media has its firm place in the world of man, but it shouldn't be the single most important thing by far.

Seeing as man in 99 cases out of 100 takes the easy way out - i.e. turns on the telly and wastes away - something else must happen. I hope it does.

Shooting pilots is fun

Today we'll be shooting a pilot for our football quiz show GAME ON. It's a really neat format, which gained a lot of attention at MIPTV this spring. Two teams compete, using a board game and their knowledge to score as many goals as possible. The scoring is live, they get to shoot penalties at a goalkeeper from the other team. All in all, should be an exciting day. Will keep you posted!

To sell a format

Now, the television business is not an easy one. Lots of money moving around, for sure. But to break into that flow of money is more of a challenge.

When selling a television format, most buyers would like to see an episode, or even better, a whole series. They also like ratings and reviews - ratings (if high enough) a lot more than reviews, as a matter of fact.

That's why I lift my hat when reading todays news that Armoza Formats of Israel have sold their format "Revenge of the Geeks" to the US, UK, Holland, Poland and several other territorier, although the series have still to premiere in Israel (which it will do in November). Well done lads - you must've had a great format, and a helluva pitch :)

Now I just have to do that as well... :)

Can anyone say no to Virgin?

Well, the moment they start offering something alike to their Virgin Media, freshly relaunched in the UK, in my surrounding, I'll be there to snap it up in a second.

Although I myself is into the content-side of the television and interactive business, trying my damndest to come up with new and entertaining (and preferrably attractive and revenue-enhancing) ideas, I cannot but think that my life would be made a little bit easier by, for instance, Virgin Media. Ok, so you pay some, but you do get some as well... Pay £40 a month (that's the four-service VIP package Virgin Media offers, you can go for 2 services or 3 also, £20 and £30 respectively) and you'll end up with "a HD-enabled PVR, 10Mbps broadband, unlimited UK landline calls, and a mobile phone with 500 minutes of mobile airtime per month, 1,000 texts a month and £60 airtime."

One other offering in connection to the above is called Virgin Central, "a hybrid linear/on-demand channel offering up content from Buena Vista International Television and Alliance Atlantis, among other providers." Set to launch in a couple of weeks time, it just might be something to keep an eye on as well.

Any downsides? Nah, apparently not, as long as them £40 don't bother you. Customer support should apparently be up to scratch nowadays, and everything should be rosy and sunny. Go Virgin, go!

...and after that spot of unabashed promotion, for which I'll receive not one cent, a look at some other stuff, more in the television field:

- CBS in the US are launching a "mobile store" and two ad-funded WAP (does that still exist?) sites for sports and news. Perhaps not that impressive.
- Telefónica in Spain, however, are working on a pilot to deliver iTV, radio and music to mobile handhelds. They've elected to use Alcatel-Lucent's "Unlimited Mobile TV" solution for the techie stuff.
- and Endemol is still the king when it comes to game shows and such - two more have been commissioned by ITV1 in the UK, called "For the Rest of Your Lives" (from the brains behind "Deal or No Deal") and "Golden Balls" (nothing to do with Beckham, apparently)

There's money to be made online!

This year, the download industry (the LEGAL part of the download industry) with regards to TV shows, movies etc, is worth close to 300 million US dollars. Now, a report from Strategy Analytics, a research firm, predicts that the business will be worth 1,5 billion dollars next year, and continue to grow to 5,9 billion US$ by the year 2010.

This sounds like a lot of money, no? It sure does.

But.. at the same time, we could all do well to remember that these kind of reports a decade ago stated that "interactive television will account commercial activities amounting to billions and billions of dollars", while others stated that "the growth in the IT-industry is just going to continue and continue"... well, the interactive television industry is not quite there yet, and the IT industry had a severe blip around the millenium.

Point is - don't believe everything you read ;)

Believe this though - no research firm, no industry guru, no one in the business knows for sure what the television industry will look like in five years time.

Myself? I believe that the changeover to new forms and ways of watching television will go much slower than people think, or hope for. I believe that in five years time there will be a small minority watching television via portable devices, while for the most part the audience will watch television in their living rooms, just like back in the 50s. I also believe that content is the most important factor, and that less energy and resources should be spent on developing and offer to people gadgets and trinkets they don't want or need, and more should be spent on doing great television shows.

My two cents, as always.

* * *

On another note - Depeche Modes "Suffer Well" is simply great. And the video rocks too. I really like Martin Gore in a brides dress :)

Viva La France!

In their neverending struggle for world supremacy (a battle they'd never admit they lost about 100 years ago), the French have rolled into the media world as well. Enter France 24, a multi-million euro effort on the part of the French government to take the fight to CNN, BBC, Al-Jazeera and just about anything that is media and not French.

"There's more to news than the anglo-saxon version", is sort of the motto. Well, expect lots of "...after the French invented fire and the wheel, we also, in our spare time, smote our enemies and perfected the art of making wine".. :)

Have a look at France 24!