in an ideal world - the multiplatform production process

© Gary Hayes Founder StoryLabs & Mng Product Dev ABC TV Multi Platform@garyphayes - [email protected] - storylabs.com.au - abc.net.au/tv

Multiplatform Production in an Ideal World

Producing Compelling Multiplatform Interactive ProjectsBest Practice in how to Engage with Designers, Developers and Interactive Producers

Wednesday, 19 June 13



TITLE: Producing Compelling Multiplatform Interactive ProjectsTAG: Best Practice in how to Engage with Designers, Developers and Interactive Producers Running Order (provisional structure and timings)

5.30 Intro from SAFC’s Kate Jarrett 5.35 "In an Ideal World - The Multiplatform Production Process" Gary Hayes, ABC & StoryLabs 5.50 "Funding Creative Development Networks" Mike Cowap and Justin Halliday, Screen Australia 6.20 "Traditional are from Venus, Digital are from Mars" - Grant Hull, Enabled

6.35 "Procedural Prototyping" Dan Thorsland and Phil Mayes

6.50 “Paleda Case Study” - Luke Jurevicius

7.05 Panel & QandA with all. Dan, Phil, Grant, Ben Kilsby and Gary Chair

7.30 - Close and drinks


mailto:[email protected]




In an Ideal WorldA 15m Introduction

The Multiplatform Production Process




the way we tell stories has REALLY changed

MULTIPLATFORM PRODUCTION IS UNDER CONSTRUCTION

1 Scheduled local >> Global On-Demand2 Scarcity of distribution >> Democratisation

3 Hardly connected >> Immersed Social Networks 4 Media Locked >> Now Mobile & on all Screens

5 Linear >> Distributed Storytelling

MULTI PLATFORM UNDER CONSTRUCTION






MULTI PLATFORM UNDER EXPANSION






MULTI PLATFORM UNDER FRAGMENTATION






What do we mean by

multiplatformcontent?

everything that is not TV,

cinema, radio and print?






Speaking for myself the most exciting part of the multiplatform process is when a bunch of aspirational concepts finally get married to the reality of delivery - this is when the ‘service’ is given the Breath of Life - a baby is born, the prototype, the epoc...

But it can also lead to an early divorce...

FROM IDEA TO PROOF OF NEW LIFE






Traditional Film TV ProcessDev - idea, story, producers, treatment

Dev - pitch, funding, commissionPre-production - screenwriting

Pre-production - storyboarding & previzPre-production - crew, castPre-production - scheduling

Pre-production - location, sets, costumeProduction - sound, lighting, cameraProduction - direction, talent, music

Post-prod - rough cut, final/online edit Post-prod - adr, music & audio mix

Distribution - prints, consumer mediaDistribution - promotion, press

Distribution - broadcast, cinema, festivals

MY ATTEMPT AT LINEAR FILM/TV & MP PARALLEL PROCESS













Multiplatform Processidea, experience design, research, storyEPOC, pitch, funding, commissionfull scoping, storyworld, writing, UXuser journey, prototype, testingfunctional specs, features, architectureproject or product plan, IAwireframes, design, narrative mapstechnical lockdown, documentationassets collection/creation, copycoding, build, iterative developmentbackend systems integrationuser test, management and bug fixesplatform tests, promotion, product/experience release measurement, monitoring, iterations

MY ATTEMPT AT LINEAR FILM/TV & MP PARALLEL PROCESS






THE PARALLEL PROCESS - SAD REALITY

Multiplatform Processidea, experience design, research, EPOC, pitch, funding, commissionfull scoping, mp writing, UX user journey, prototype, testing functional specs, features, architecture project or product plan, IA wireframes, design, narrative mapstechnical lockdown, documentation assets collection/creationcoding, build, iterative development backend systems integrationuser test, management and bug fixes platform tests, promotion, product/experience release measurement, monitoring, iterations













Linear producers find it hard to:•Imagine a world that users self navigate through•translate their stories to meaningful ‘user activities’•understand the multiplatform production process

Multiplatform producers find it hard to:•understand story as a motivational driver•educate linear storytellers about MP using simple language•appreciate the ‘value & integrity’ of the linear property

COMMUNICATION DIFFERENCES?






FROM A TECHNICAL AND DISTRIBUTION PERSPECTIVE MULTIPLATFORM IS FROM A DIFFERENT PLANET

THAN FILM OR TV - AND TO A GREAT EXTENT SO ARE THE INHABITANTS OF EACH




TECHNICALLY MULTIPLATFORM IS FROM A DIFFERENT PLANET






Call of Duty Servers







LAMP comes from a long tradition of creative hothouses

COMMUNICATION DIFFERENCES - ADDRESSING THE BALANCE






Physical Servers

eg: Your service files - video, imagesUsers customisations of your content

DatabasesGame ElementsUsers content

Applications and enginesetc:

Databases

eg: User MngSubscribersGame StateseCommerce

Content Refs & Text

Server Side Processing Engines, Middleware & Content Mng Systems

eg: Drupal, WordpressBespoke CMS Engines

Game EnginesProcess scripts - eg: php, apache,

linux etc:

Server Side - Backend - The Cloud Client side - Front End

ATTEMPT TO UNDERSTAND THE BASICS






Physical Servers




Databases


Content Refs & Text




linux etc:

Th

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Physical Servers




Databases


Content Refs & Text




linux etc:

Th

e I

nte

rne

t P

rovi

ding

con

nect

ivity

Apps

Web Browsers

Browser Plugins

IOS or Android Apps

FAT APPS e.g:- Games

- Content Mng App

- Office Apps- Google Earth

- iTunes- Keynote

Flash or HTML 5

Content Mng Interface

Thin Apps








Physical Servers




Databases


Content Refs & Text




linux etc:

Th

e I

nte

rne

t P

rovi

ding

con

nect

ivity

Devices

Game Consoles or Handhelds

Internet TVs

PCs or Macs

Mobile iPhones iPads Androids

Outdoor displays

Apps

Web Browsers

Browser Plugins

IOS or Android Apps

FAT APPS e.g:- Games

- Content Mng App

- Office Apps- Google Earth

- iTunes- Keynote

Flash or HTML 5

Content Mng Interface

Thin Apps








IT’S ALL ABOUT ‘COMPLEX’ TEAM WORK




Some Roles in Multi Platform Content Production

Multiplatform ProducerTechnical Producer

Interaction DesignerTransmedia Writer

Social Media Marketing Manager

SMO/SEO SpecialistMedia Asset ManagerInformation Architect

Developer (front/back/server)Technical Project Manager

Digital Strategist

Games Level DesignerWeb Video DirectorExecutive ProducerMulti Media Editor

Senior Web DesignerArt Director

Marketing CoordinatorUser Experience Designer

Creative DirectorFlash Designer/Animator

Business Development Manager

IT’S ALL ABOUT COMPLEX TEAM WORK






IT’S ALL ABOUT COMPLEX TEAM WORK






IT’S ALL ABOUT COMPLEX USER JOURNEYS




MANAGING CONTENT Multiplatform projects are living, breathing, multi-

headed beasts that need feeding and managing. A MP project, especially a socially driven one, is never

finished until the Fat Lady is Archived






4.2 million on iTV8.7 million on web1.1 million on mobile20 million on Ceefax6 million on Digital Text

bespoke play-out CPMSs developed

IT’S ALL ABOUT COMPLEX TEAM WORK & CONTENT MANAGEMENT






1.Storyboard or narrative mapping tools 2.Asset production software & hardware3.Pre-production Content Management Systems4.Subscriber / user social sign-on management tools5.Director, live, content management and collaboration tools6.Server infrastructure management tools7.Emergent technology & deployment testing environments8.MAMs - Media Asset Management9.Mobile, adaptive deployment and gatekeepers10.Social network monitoring and API management tools11.Real time Content Production Management System12.Load management13.Measurement & monitoring dashboards







More Multiplatform Challenges to be addressed this evening...

Audience onto next thing - changing user behavioursEveryone’s doing it, how do I fit in - democratised creation

Reach is becoming harder for all - too many touch pointsToo many new things to ‘plug-in’ - APIs sprouting everywhere

and lots more to be discussed on the panel






In an Ideal WorldA 15m Introduction

THANKSslides at slideshare.net/hayesg31

The Multiplatform Production Process




in an ideal world - the multiplatform production process

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