Innovating Global Social Media Entertainment

Innovating Global Social Media Experiences and Collaborative Entertainment Production

KANZ Broadband Summit, Seoul 18/19 Jun 2008
An nyoung
Hello

Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com


My perspective

Service provider, content producer, strategist, director, web 2.0 ‘generator’
•Interactive and Broadband TV - BBC 8 years Senior Development Producer
•Personalisation / standards - TV-Anytime, MPEG. Working Group Chair
•Advanced Media Trainer - LAMP Director
•Social Virtual World Producer - Head of Virtual Worlds, The Project Factory



Innovating Global Social
Media Experiences
and collaborative entertainment production

Gary Hayes
Director LAMP @ Australian Film TV Radio School
Head of Virtual Worlds, The Project Factory


social media wired revolution


social media enables
broadband. Not the
other way round


we will share who
we are, our stories,
naturally



They will decide, not us
Community Created Content (CCC)
84 percent of Australian and 88 percent of New Zealand internet users use
Web 2.01 for sharing content such as photos, links and video

Community Consumed Media
83% in Australia and 88% in New Zealand

Community Consumed Video
Around 78 percent of Australians and 76 percent of New Zealanders
download and stream audio and video content.

CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION? Nielsen 26 February 2008



born to be wired


the old way


The Audience The Creative Industry
Take risks Take very little risk
24/7 development - global 9 to 5 - local
Iterative & quick Tightly project managed & slow
Meets their own changing needs Designed to make money
Create tools to organically change the product One product at a time
Build on the shoulders Unsuccessful products rejected - start again



playful

content
R&D


“I think we're on a threshold of a new way to tell
stories... It's a form of entertainment that's not a game
and it's not a film. It's a filmic game experience.”
Peter Jackson
Lord of the Rings etc:



Game within TV within game metaphor video © The Format Factory



Building a Creative Innovation Economy, A Cultural Ministers Council
report from February of this year.

“The creative sector must engage with the community to ensure ongoing
support and survival in a global environment where there is increasing
competition for consumers’ disposable time and dollars from an ever-
expanding choice of leisure services and products. In this sense, user
created content on social media web services such as YouTube and
MySpace can be seen as competition for cultural audiences’ attention.

The Australian Film, Television and Radio School’s Laboratory of
Advanced Media Production (LAMP) is another example of an innovative
approach to training. The program enables the conception and
development of multimedia content and services in a live-in setting,
facilitating collaboration between project teams and mentors. The four
stage process equips participants with the tools they need to create
compelling interactive content that meets the needs of their audiences and
marketplaces. LAMP offers participants a healthy mix of creativity,
business awareness, technical skills and audience awareness.”



Collaborative

Development


LAMP comes from a long tradition of creative hothouses



2 min video
first 3 years of LAMP



Portable Ghosts - NZ Master Raindrop - NZ

Thursday’s Fictions Wild Ark



Projects during the Dec 2005 ABC Residential



Laboratory for Advanced Media Production

Developing links with industry partners

Incubating innovative digital cross platform projects -
mobile, broadband PC/TV, IPTV, PVR, MUVEs and beyond

Testbed deployment partners

Development partners including state agencies

International partnerships - AFI (US), European labs,
BBC Innovation



•I can highly recommend LAMP to anyone with a great idea looking to
turn it into a success.
•It was a totally immersive and focused, overwhelming experience -
nothing like Iʼve experienced before
•The impossible is possible
•It was a wonderful creative experience where I believe we were able to
generate a wealth of truly new ideas. Marvellous!
•A creative vibrant practical atmosphere
•The lab exceeded my expectations...The way everyone helped each
other out in an environment that was friendly, affectionate and creative
allowed us to take our project in ways never thought of before.
•This has deﬁnitely been one of the best experiences of my life.
Thankyou!
•I loved loved loved it!
•Concept of LAMP is wonderful and it was above and beyond expectation
•LAMP helped solidify conﬁdence in the concept and creating a truly
viable cross media platform
•LAMP 08 was the most amazing professional development experience of
my life!


Experience Design

Role of media producers to create compelling immersive
entertainment experiences for global audiences

Producer as aggregator of content/curator - creating the
conditions to activate audiences

Democratisation of the media



More than half of the
online world population
though are in Social
Virtual Worlds
Estimated industry in 2011
is around 10.5 Bill
SVWs though are about
AGENCY & EMPOWER
POPULATIONS
56% of Australians prefer
to play games with each
other online.



BigPond ABC Island



quot;Alongside it's world renowned TV and Film courses, AFTRS is developing a
range of foundational and specialised graduate courses that will explore
games, virtual environments and innovative new forms. They will explore the
link between story and participatory applications and how interactive media can
be made more 'cinematic' and immersive. At post graduate level it is planning
to offer a project based course that encourages pioneering projects and
inspires innovation.quot;

Thanks to ABC TV Good Game for feature on AFTRS machinima



What happens when 1/3 country is on broadband?
broadband subscribers per 100 inhabitants nb: 2008 onwards projected
40

30

20

10
Korea
Australia
New Zealand
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010


international
content
R&D



KOREA NEW
ZEALAND
international
content
R&D

AUSTRALIA



Kamsa hamnida
Thank you


Innovating Global Social Media Entertainment

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