May 132012



Presenting Media140 - Photo: The Cut Creative, Perth

I keynoted at the Media140 conference three weeks ago (26 Apr 2012) wearing my ABC Exec Producer TV Multi Platform hat. Now responsible for non-kids ABC TV online & mobile offerings & TV mobile and social strategy my 20 minute talk was rather focused on the high level challenges for broadcasters trying to truly integrate fiction, factual and entertainment with social, mobile and 2nd screen (or synch services). The transcript, slideshare and more ore detail follow but first…

Absent note

…apologies to regular readers for my long absence from post on this blog. I started an ABC role back in October which overlapped with me running the Screen Australia StoryLabs weeks and as well as tidying up and finishing a range of commercial projects meant actually talking/blogging about all the stuff I have been doing in long form, has been tricky – plus there are confidentialities to take into account. The adage certainly holds true those who can, do, those who can’t, write long blog posts or podcasts on the topic 🙂 Might get flamed on that one, but I think having an hour or two to sit and post is a luxury. In other full time roles I still manage to provide a commentary into the cloud but the ABC is particularly under resourced in multi platform areas with many folk working beyond the call of duty. I am also taking advantage of my partner Laurel Papworthaway, spending a few weeks on a pilgrimage across the Camino in Spain, and doing very well with it.

Talk intro – the challenge, the hybrid and the prototyping

Also like most big media organisations the ABC is a mirror of the external larger world itself. There are silo’s, politics, technical differences across the divisions, resource scarcity, diluted budgets and linear controllers / commissioners who all need to be sold on the importance of Multi Platform and the potential of different types of services. But that means a good part of my role inside the ABC is very similar to my BBC Senior Dev Producer role, to evangelise but also implement new services. That means I am exposed to the key challenges in terms of merging or hybridising broadcast and on-demand TV with some of the key driving forces outside a broadcasters world. Without drilling down into the detail (or breaking any confidentiality!) the top level challenges for all traditionally one-way media organisations is:

  • Sorry too busy to talk – We don’t have enough people resources, social media staff, to engage in widespread, authentic, editorial conversation with our audience/users
  • Bolt on effect – Our massive internal technical infrastructure/s can’t be glued to always new, transient, multiple external services/APIs
  • That’s they way it is done – We have decades old editorial & commissioning processes in place and until any big multi-platform ‘story-telling’ breakthroughs we will need convincing of a reason for changing that
  • Multi platform and social media is really about marketing isn’t it and therefore warrants those types of relatively small budgets
  • Sure everyone is shifting attention to mobile & social but until there is zero people watching our main channels we have a job to do!
  • Rights are not set up for multi platform, period. Expensively produced linear video leads, the rest follows, still.
  • and the list goes on and on

Ok I am being a little provocative and at the ABC, I and many others are very aware of the challenges and getting on with the changes required. Alongside managing producers and resources I am able to run group workshops internally with the key show creatives and together (vs telling what we should be doing!) to slowly move forward. I also have a great role in developing working prototypes (and final services) of synchronous 2nd screen and social mobile services. Being several months into these,  I also refer to at the end of my talk of the key differences between vanilla social TV, content owner social TV, content owner driven 2nd screen storytelling and the hybrid of all of them. When someone is engaged with a great synch story experience of say tablet against TV it makes absolute sense to include social elements, for them to invite and share that experience.

I also mentioned in the talk and interviews around it about the need for content owners and broadcasters to be driving the 2nd screen experience – these have to be truly integrated story experience and although there is value in trying to layer or bolt on these synchronous services. Although voting, polling, surveying type services can work, ideally with presenter driven call to actions, many well written pieces of video do not have much ‘space’ for the interaction (or parallel narratives to ideally slot in). There are two arguments to that. Firstly formulaic storytelling combined with the distractions our already existing 2nd screen habit means we are constantly snacking on our 2nd screen anyway and ‘missing’ the important bits of the show. Secondly, in a world where on-demand, when you want it, watching is so ubiquitous, I am devising several formats where the linear video is simple paused and the interactive component has its own space to breathe in this time frozen moments. I am suggesting in all my meetings with show creatives that if possible, the best approach is to design from the ground up. But that then moves into eons old ‘commissioning’ processes and for now I won’t go there, perhaps later…OK onto the talk

Hello, Good Morning and Welcome

It was great to be in Perth again with a very enthusiastic crowd, which speaking to the folks there, encompassed most of the digital fraternity it seemed. There were many folk live blogging the event and my talk (e.g.: Sarah Tierney and Matthew Allen), I did a few small interviews (e.g.: Western Australian / Yahoo)  and at least 60% of the audience tweeting. Media140 is the brainchild of Andrew Gregson and the event was very well organised, technically and management wise. The slides below were presented on my new iPad (3) so hopefully the formatting came across OK. Transcription follows the slides

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Apr 042010

Been heads down writing, commercial development, life & course dev. I am now lecturing on (and running one of) two Multi Platform courses in Sydney, plus just out the other side of a big personal move to a new part of Sydney. All this combined with other blogs I am group posting on (eg: and lil old twitter becoming a good micro-blogging, link alternative means this blog is starting to be devoted to article, resources or richer content – when I get the time. But I have a back-log of 15 drafts that will be pushed out (excuse the pun) in the next few weeks! Also busy putting a book together called ‘Networked Media Design – Multi Platform Production’ – so some of the good stuff trickling out there, more distilled rather than the temporary stream of consciousness here – but that will all change very soon.


How much time do we spend with different media forms? I am with my partner’s family down in Adelaide, Australia for the hols and on Easter Sunday have just been part of a bizarre ‘new’ ritual. I say new because in the past Easter sunday may have constituted a quick morning choco egg hunt, followed by lunch, a film or two, some topical TV and even radio later in the day during meal times. How far we have come?

A family group of two pre 10s, three early 40s and two seniors have been gathered around the hot family PS3 playing Heavy Rain for 7 hours! Yes you heard right, from 10am to 5pm we played, talked about, watched, shouted, got emotional to a ‘video game’ – all the time discussing the next moves, ethical questions, plot points, social aspects and production value. The kids were doing most of the driving while the rest of us took the back seat giving them directions and choosing some more of the subtle ‘conversational’ or plot options. I tweeted this ‘social’ game event as Parallel Access Gaming – as in this new form of media consumption some of the family simultaneously experiencing the game as play, others as an emotional cinematic event (complete with film music & inciting narrative) with everyone cycling between, action and passive. Typical?

@garyphayes easter sunday revelation – Parallel Access game Heavy Rain – kids play/drive, moms/aunties strategize, grandparents discuss story arcs


This reminded me to do a post on another special demographic group who are often (anecdotally) associated with spending more of their daily time with cinema, the arts, TV or radio (traditional / heritage media). At several seminars I have been running over the past couple of years for traditional media creators/managers I have asked over 105 of them to fill in a little survey I devised – imagine a typical week or month and construe from that an average day spent with media & life events. So over the past week if you averaged it out, how much TV per day would you watch, how much on social networks, how much playing games and so on.

Two sets of questions:

Heritage media and life time – Sleep, Eating, Travelling, Books, Live TV, Live Performance, Conversation, Sports, Live radio, Cooking, Newspapers, Family Stuff, Cinema, Education, Pubs & clubs

Social, online entertainment – Email, On-demand music, On-demand video, Console games, Social network, Online games, Online video, Shopping online, Mobile – SMS, Uploading, Twittering, Collaborative writing, Writing blogs, Research, Forums

The purpose of this was to see how closely their life/media time balance matched the stats I was presenting from the likes of Nielsen, Forester and other ‘notable’ research who were obviously taking larger samples than my 15 at a time and what I publish here – 120 anonymous respondents. The results were rather surprising and the age ranged from around 19 up to early 50s across heritage aspirants and established creators. I start with a couple of charts at the Gen Y end, film foundation students which shows some detailed online time followed by my special aggregation that compares key groupings.

On-demand and online entertainment

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