Multi-platform – WTF?A rambling guide to what I think it means with some examples of good stuff, some stories and some pictures.

Mike Dicksbleedinedge

keywords:

multi-platform, production, convergence, teams, games,

online, commissioning, market, digital, web 2.0, mobile, examples, my work, structure

previous stuff

current stuff

TEMPTING FATES

multi-platform

Convergence

“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 : kit?

this?

Will everything be interactive?

OPEN

LIMITED

PASSIVE INVOLVED

20062012

SOURCE:

CON

TEN

T AC

CESS

CONSUMER MEDIA CONTROL

MASSIVEPASSIVES

GADGETIERS

KOOL KIDS

GENERATIONCHASM?

Web 2.0

Tools:

Carrier or distributor?

multi-platform production process

The team

ProducerWriter

Director

Interactive Writer

Digital

Producer

Battlefront (C4 – UK)

Battlefront (C4 – UK)

Big Art Mob (C4 – UK)

Bryony makes a Zombie Movie (BBC – UK)

Bryony makes a Zombie Movie (BBC – UK)

Over 500,000 Youtube viewsBrazil and India – large markets75k online budget

Obama Speech (CNN/Facebook – World)

Britain from Above (BBC – UK)

Britain from Above (BBC – UK)

iProphesy (Vision TV – Canada)

iProphesy (Vision TV – Canada)

Die Deutschen (ZDF – Germany)

Die Deutschen (ZDF – Germany)

Landshare (C4-UK)

Last Chance to See

Kirill (MSN - WORLD)

Kirill

World Without Oil (PBS / Writer Guy)

Lucy Willis, Battlefront

Definitely a sharp learning curve. Took a while for the two cultures (digital and TV) to understand the language and working practices of the other.Schedules and delivery more fluid in the digital world and more likely to slip. Took a while for the TV

part of the partnership to realize this was normal working practice in digital, as was amending the site as you go and accepting that not all functionality would work perfectly first time.

Moving forward we would still work with a digital agency but would have a digital producer working within Raw he is immersed in the 'digital culture' and 'speaks the language'.

On battlefront we budgeted for the site editor to come from the digital agency but we would definitely

have them in house at Raw next time and we would be involved and run more of the content management. Most of the uploading was done by the digital agency, but next time round we would consider doing this ourselves.

We would also thing much more carefully about the marketing side of the project and on the quality of

the seeders who are crucially important in building the community around the on-line part of the project.

Who is commissioning?