multiplatform

Mike Dicks

Introductions

What is the Internet?

The Internet

What is the Web?

Who invented the web?

What is the social web?

What do we mean by multi-platform?

The end of TV?

Multi-platform narratives

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

Kit convergence?

Is everything becoming interactive?

OPEN

LIMITED PASS

IVE INVOL

VED

2006

2012

SOURCE:

CO

NTE

NT

ACCE

SS

CONSUMER MEDIA CONTROL

MASSIVE

PASSIVES

GADGETIERS

KOOL KIDS

GENERATION

CHASM?

Web 2.0

Carrier or Distributor?

Rules of engagementProducers

(5%)

Players (20%)

Passives (75%)

Deep content (5%)

Media (75%)

Gaming Content (20%)

Multiplatform M&L??

1954

2006

Current Examples

History of the world in 100 objects

Embarrassing bodies

World Without Oil (PBS / Writer Guy)

Last Chance to See

Kirill (MSN - WORLD)

Kirill

Landshare C4

What do broadcasters want?

Who is commissioning?

BBC

BBC OBJECTIVES

Distinctive - make the best of the BBC's strengths

Innovative - push our creative boundaries & exploit the full potential of new media

Focused - deliver the multiplatform strategy

Excellent - inspire audiences, the wider industry and ourselves

Value for money - reach audience levels that will justify the spend

Public service - fit with the BBC's public purposes that will justify the spend

BBC

BBC

C4

C4 OBJECTIVES

Award-winning, technologically innovative and impactful cross-platform projects

Increase in engagement online for key audiences and genres particularly News, Comedy, Arts and Health.

C4 GUIDELINESBe an integrated content experience; TV elements are significantly

enhanced due to interactive elements and vice versa

Be a genuine first for the channel (e.g. the first time a particular game format has been commissioned), ideally for UK media

Grow the reach and/or impact of a core Channel 4 TV programme and/or genre onto a new platform

Be targeted at clearly identified needs of a core Channel 4 audience

If unrelated directly to a television programme or series, be audio-visual (in this context, audio-visual content means video, animation and/or game footage), and directly related to existing or potential talent and/or formats.

Multiplatform brief

BBC Switch

BBC Switch

brief

A multiplatform idea that appeals to young people’s sense of a mission to change the world and deal with the issues of the environment – but it needs to be cool not worthy, personal not global.IE it is something that drives real action. It must include TV as one of the platforms

Case Study

Wannabes

Sims meets Eastender

How a new media team works

Team workshop

Project Roles Senior designer Copywriter Account Executive Editor (copy) Silverlight developer Project Coordinator CEO Creative Director Senior Writer Assistant Producer IT Director

IT Support Front end developer

Designer Flash developer Editor (video) Information Architect Account Manager CTO Producer Head of Client

Services Animator

Cameraman MD Director (video) Editorial Director

Project Manager User Experience SEO Artworker Back end developer Analytics Translator

Project teams

Account Manager

MD

CEO

Back end developer

Content

Technical DesignIT Support

Front end developerDesigner

Flash developer Animator

Editor (video)

CTO

Producer

Cameraman

Director (video)

Editorial Director

Project Manager

Senior designer

Copywriter

Account Executive

Editor (copy)

Silverlight developer

Project Coordinator

Senior Writer

Assistant Producer

IT Director Creative Director

SEO

Analytics

Artworker

User Experience

Information Architect

Head of Client Services

Project Manager Prepare and track BUDGET, TIMELINE and SCOPE

Ensure everyone in the team know WHAT their tasks are, WHY they need to be done and WHEN they need to be done by

Keep the team and client REGULARLY UPDATED on progress, changes and issues

BE AVAILABLE to answer questions, problem solve and make informed decisions quickly

Ensure invoices send out and CLIENT PAYS on time

Case Study – Empire’s Children

Time Management

Project StagesSPECIFICATION / SCOPING / DISCOVERY

CREATIVE / DESIGN

DEVELOPMENT / TECHNICAL

CONTENT / EDITORIAL

TESTING / QA

DELIVERY

MAINTENANCE / ON GOING SUPPORT

Project plan/budget

Project Stage Small (<10k) Medium (10-100k) Large (100k+)

Duration Cost Duration Cost Duration Cost

Specification 2 days 2k 2 weeks 8k 1 month 15k

Creative 2 days 2k 3 weeks 12k 1.5 months 20k

Development 3 days 3k 4 weeks 16k 2 months 30k

Content 2 days 2k 2 weeks 8k 1.5 month 20k

Testing 1 day 0.5k 1 week 4k 1 month 10k

Delivery 1 day 0.5k 1 week 4k 0.5 months 5k

Maintenance On going 0.5k On going 1.5k On going 3k

Tools

Notebook Lists Email Phone Meetings RACI Contract Change Request

Word Excel Powerpoint Project Google Docs Basecamp Visio Fireworks Flash Photoshop Illustrator Dreamweaver

Empire’s Children

3 month projectStage 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

Specification

Creative

Editorial

Technical

Testing

Delivery

On-going

LUNCH

Business Practice

Multiplatform schedules

documents

Organisation

Executive Producer

(Showrunner)

TV Producer

Filming Crew Writers Edit

Digital Producer/ Project Manager

Coders Editorial Design

recruitment

Agencies – others exist

negotiations

The Final Countdown

User Testing

Why? Takes time Can be costly Have already considered everything Cheaper than building the wrong site

When? Wireframes Initial designs Design development Functional prototype

How? 6 users per session, 1 hour per user Have a script to follow with specific

questions and tasks for users to try out

Avoid leading questions Start and end with same overview

questions

TrainingStart with core group of client adminsDocumentsRunning the session

Delivery

What? What assets are you contractually obliged

to deliver? Compiled code, raw code, raw design files,

documentation? How?

Organise content in clearly labelled and structured folders

Size of data Email / USB stick / DVD / FTP / Webpage Know which member(s) of the client team

the different assets have to go to Ensure they acknowledge receipt of the

files

When? Never go live on a Friday Get the site on to the hosting environment

as soon as its ready for testing Have documents ready to deliver with the

site

deliverables

Rough CutsOffline EditFinal tape (TX)

DesignsBeta site (staging)Live siteDocumentation

On going work De-bugging New features New design assets Posting to social media Monitoring social media Monitoring analytics Monitoring SEO

Q&A