The Hybrid Media Challenges for Broadcasters

The Hybrid Media Challenge
Taming the Perfect Storms

Taming the Coming Perfect Storms

Gary Hayes EP Multi Platform ABC TV & Founder StoryLabs
@garyphayes - gary@personalizemedia.com - storylabs.com.au - abc.net.au/tv


Content producer, developer, consultant, trainer
•95-04 UK, BBC Senior Development Producer - Social Interactive TV
•04-05 US, Interactive Social TV Producer
•05-10 LAMP Advanced Media Production @ AFTRS
•05- PersonalizeMedia Power 150 Media/Marketing Blog
•06- MUVEDesign (Multi Platform, Augmented Reality & Virtual Worlds Agency)
•10- StoryLabs (Oz, US, UK, Canada)
•11 - Exec Producer TV Multi Platform ABC



The ﬁrst time I came to Australia in 2000 was for the Small Screen Big Picture conference round the corner in Freo.

Interactive TV 2.0 =
Second Screen Social TV



Some of my
predictions from
2000 at Small
Screen Big Picture
of a world in 2009



•Force 1 – Social Sharing -
Ubiquitous social media, shared

everywhere

•Force 2 – Connected or on-
demand TV - TV has become for

many, video-on demand stories

vs appointment to view

•Force 3 – Mobile - The personal
portable portal. Our always on,

private windows to the world.

•Force 4 – Transmedia - Content is
agnostic and expected to be

available across a users platform

eco-system



A few examples of our recent TV supported online content



A few examples of more personalized or community driven content
many more on the way...

video comp



Power of mobile - Good Game app launch last month - in one year 500 reviews on the desktop site, in the
ﬁrst week of the app launch there were over 31 000 reviews!



Two simple things to draw from this:

1 - Online content is now becoming
as trusted if not more so than
traditional media

2 - the tsunami of community
created content is accelerating
faster than traditional media output
who are resorting to repetitive or
repackaged, unsurprising, irrelevant
content.

How is that working out?

TV - Sunday's New York Times
reports that during March compared
with this time last year Fox lost 20%
of its viewers, NBC 3%, CBS 8% and
ABC 21%.



It is critical to have a vision in this altered landscape, without
it you will always get lost in a jungle that is sprouting new
plants at every turn. If you do not know where you are
headed in this constantly changing world you will ﬁnd
yourself going around in circles and/or simply disappearing
for good.


about keeping users engaged in your story as they move across their media & life platforms and channels on one or multiple platforms or devices.



scarcity is a thing of the past. The landscape has splintered, fragmented and all organisations need strategies to produce content that can travel



be prepared for the slow layering of the digital over the analog, our physical space.



It’s about being recognised, the ‘I am Here’ effect!
e.g.: GetGlue. 1 mill users March 2011

ht http://www.lostremote.com



85% of TV watching in the US is with a connected device, mostly mobile or tablet.



Interactive TV 1.0 to Interactive TV 2.0 / 3.0



Continued experiments and more on the way - a decades old format with live twitter & now added real time voting.



ABC evolving 2nd Screen Storytelling and Social TV - ABC Companion

Please note this is a
working prototype.
The ﬁnal service may
or may not look and
work like these
featured screen grabs



ABC evolving 2nd Screen Storytelling and Social TV - ABC Companion

Please note this is a working
prototype. The ﬁnal service may or
may not look and work like these
featured screen grabs



Taming the Coming Perfect Storms

Slides will be on slideshare.net/hayesg31

contact: gary.hayes@abc.net.au

or gary@personalizemedia.com


The Hybrid Media Challenges for Broadcasters

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The Hybrid Media Challenges for Broadcasters