1. Masterclass: Tools of
the Cross-Media Trade
Anita Ondine
Merging+Media
Vancouver, Canada
October 28, 2010

2. @anitaondine
#mergingmedia10

3. Agenda
• Definitions
• Creative frameworks
• New business paradigms
• Copyright / legal advice
• Conclusion

4. console games
television
telephone
web
merchandise
Cross-Media ARGs
live events
Multiplatform mobile apps
Transmedia...
Definitions What does it all mean?

5. Telling a story... or many stories
that exist beyond a single screen
No borders
No boundaries
Using multiple media platforms & story forms
Definitions Transmedia

6. For the audience to enter the
storyworld
Participate in it...
And influence it...
Definitions Audience Participation

7. Creative Frameworks
• Development questions
• Media architecture
• Unified storyworld
• Annotated scripts
• Game mechanics
• Releasing schedule
• Participation pyramid

8. Development Questions
• What are you creating?
‣ core concept / theme /
premise
‣ ideal way to
communicate
‣ look & feel
‣ target audience
‣ motivation and rewards

9. television games
film
telephone
web
merchandise
ARGs social media live events
mobile apps
Creative frameworks Media architecture

10. television games
film
telephone
STORY
web
merchandise
ARGs social media live events
mobile apps
Creative frameworks Unified storyworld

11. Annotated Scripts
• Different story forms
• Unified by theme/
character/context...
storyworld
• Connected using hooks
• Designed from page 1 of
the screenplay to function
as a fully integrated
transmedia experience

12. Creative frameworks Alternate Story Paths

13. Geolocational
Social Connections
Awareness
Incentives
Celebrity Access Social Status
Red Herrings Solve a Mystery
Rewards
Win a prize
Leader boards
Creative Frameworks Game Mechanics

14. Creative frameworks Releasing schedule

15. Evangelists
Engaged
Casual
Creative frameworks Participation pyramid

16. New business paradigms
• Social entertainment
• Content distribution &
consumption trends
• Upstream funding
• Downstream funding

17. Game Mechanics /
Story / Narrative Participation
Social / Community
New business paradigms Social entertainment

18. passive interactive participatory
Twitter
internet ubiquity
mobile UGC
apps
itv / digital games
television
books
cable plenitude
television
dvd
television
scarcity
cinema
Passive > Participatory

19. multiple
scheduled repeats asynchronous
digital
ubiquity
mobile digital
apps ebooks networked
internet
iplayer
itv / digital
television
digital / hard
games
cable
television
copy
dvd
television
books
hard copy
cinema
Scheduled > Asynchronous

20. Upstream funding
• Investors / banks
• Taxpayers / government
• Industry / brand sponsorship
• Producers / own pocket
• Users
‣ broadcasters
‣ crowd sourcing
‣ advance purchase

21. Downstream funding
• Expanded market reach
• Ad revenues
• App sales
• Subscription
• Virtual goods
• ‘Pay per’ models

22. Japan USA
Australia
South Africa
Canada
China
United Kingdom
India
New business paradigms Geographic reach

23. Copyright & Legal Advice
• Copyright issues
• Psychology of spend
• Premium prices for
premium services
‣ broadcasters
‣ crowd sourcing
‣ advance purchase

24. Copyright issues
• Multiple copyrights
‣ each story?
‣ each platform?
‣ format rights?
• Bundle of rights
• Chain of title
• You cannot stop people
copying a digital file

25. Psychology of Spend
• Give it away for free
• Make it easy for people to
pay
• Premium prices for
premium services
‣ speed
‣ quality
‣ exclusivity
‣ experience

26. Market conditions
Audience behaviour
Technology innovation
Conclusion The perfect storm

27. “You must build the life
you want to live in.” Rozh Mutabchi

28. Thank you &
stay in touch
Twitter: anitaondine
Facebook: Anita Ondine
Linkedin: Anita Ondine Smith
E: anita@anitaondine.com