…than Agencies and Filmmakers. Why do transmedia professionals have a difficult time achieving authentic and fluid transmedia stories and why do ‘existing’ branded entertainment & digital agencies tend towards lowest common denominator, tried and tested formulaic cross media, more about PR, advertising and marketing than real ‘story’ focused engagement. Against this and rather paradoxically we have the ‘so-called’ audience/users actually telling their ‘life’ stories across platforms in a much more natural and engaging way.
Having produced and studied cross media since 1997 (“What do Audiences Want” BBC pres) one very large and persistent problem has always been creating authentic transmedia stories – natural story arcs and bridges that lead you onward through a long format, multi platform experience. So why is this? What techniques do makers of user created transmedia (you and I wearing our normal, connected people hats) employ that make it more interesting to their target audience and what can the ‘artificial storytellers’ learn?
note: this is a personal/user POV condensed version of a longer chapter intro section in my wip book Networked Media Storytelling: Transmedia Design and Production.
Firstly excuse the use of the term ‘audience’ in the title, it is still a convenient catch-all for the ‘great unwashed’, old BBC term 🙂 or rather, non-professional creators. Of course we are equals and participant users when using well designed professional transmedia services, but what do ‘users’ do when telling their own stories, that pro “experience creators” don’t do and may possibly never achieve?
Before we proceed this is not comparing apples and oranges as on one side we have ‘user created transmedia’ (UCT?) ‘life stories’ aimed at a specific ‘user group’ and on the other professionally created transmedia ‘fiction’ aimed at fans or niche ‘players’. Both have a target audience and both have stories to tell.
To help frame this even more a ‘simple’ example. A typical well networked person wants to share an experience, tell a single (or part of a longer arc) story to ‘their’ audience, lets say (deliberately mundane!) a personally amazing chance encounter with a strange overseas friend who share stories during a mini afternoon catch-up adventure & challenges at various city locations. Challenges being obnoxious shop assistants or overcharging taxi driver etc: 🙂 Remember this is their, Hero’s Journey, we all have one every moment of our lives, some bigger than others. In this example the main user has a pre-existing networked media story environment (amongst other networked elements) consisting of:
500 facebook friends
run a well read blog
1200 twitter followers
regular FourSquare user
a heavily subscribed YouTube channel
a busy personal flickr account
use sms and skype a lot
meet up with their physical social circle regularly
Full size link – As the image illustrates I hope, and this is probably old hat to many reading this post, we can see how the rippling of moments (Laurel Papworth covers the social aspects of this in great detail in her post Ripple: Social Network Influencers) across the users ‘story world’ is constantly punctuated as the story develops. Also notice how the story world is setup – the Foursquare updates for example ‘this is where I am – if something happens you will already know…” reinforcing environment and back story. It is important also to take on-board that the user in this case feels the ‘need’ to share, part of their being is now about being constantly active in ‘their story’ network, that need will be reflected by by the network (aka a captive audience) – often it will be quick bursts of activity in real time, pushing messages outwards and occasionally responding to ‘influential’ friends as they know those contacts will proliferate the story even more. Notice also in the diagram that auto updates (twitter pushing into Facebook or flickr) are an acceptable part of more social storytelling as the need to know means a level of ‘spam’ acceptance. I could go on but this is to partly demonstrate how
Today’s socially networked users are evolving into the most talented and natural transmedia storytellers, able to fluently manipulate, create and respond across multiple ‘personally nurtured’ channels transforming in the process something very complex into something beautifully simple
OK the best pro-transmedia relies on the social media connections above to disperse their narratives but as with any form of 3rd party story, we see it is a temporary viral layer (movies, TV shows, games etc) on top of their deeper, personal life story…
The most successful element in user created transmedia are the natural bridges between channels and platforms whereas professional transmedia storytellers often force feed its audience explicit or contrived ‘in your face’ links
As usual my preamble has turned into a tome so without further ado here are ten sections that came from lectures I did on transmedia design at various presentations and higher ed establishments in 2008/9 which I will put up on my slideshare account along with some transmedia bible templates – highlighting some of the fundamental and underlying principles of an authentic networked story environment. I have compared responses to each from an UCT and professional creators perspective, across the specific kinds of interactions within the transmedia, social environment. These are all appropriate to drama, documentary and brand/ad transmedia design, production and storytelling.
NURTURING NETWORKED MEDIA STORYTELLING – WHY AUDIENCES DO IT BETTER
Now that transmedia is everywhere and the Producers Guild of America have turned the ‘transmedia producer’ into a bona fide (or at least recognised) professional role one thing that rears it’s cross-media head is, who and where are the best transmedia producers going to come from? I have spent a good part of the last 15 years mentoring & training traditional & non-traditional media types in multiple platform content and now question where the best producers of this multifaceted ‘new’ content will come from – academia, film, book authors, social media consultants, game designers, TV, web developers, radio, advertisers, young, old, not yet born? Read on, a ‘hypothetical’ interview follows 🙂 and this is an opinion piece I cannot put in my book or lecture about!
TRANSMEDIA – AMBIGUOUS CONCEPT?
Firstly what is it and does it actually mean anything at all? It is fantastic that the term ‘transmedia’ is now so widespread across the industry and with the official credit (attached ironically to film primarily) but is it a bubble about to burst – is what we have come to know as ‘transmedia’ in danger of being blown out of all proportion.
Here are some of the problems:
Everyone is a transmedia producer – yes you’ve made a website that is attached to a TV show, your a TP. Created a mobile game that has a line or two from the comic, you’re a TP. No one will police this – is it a truly integrated story environment, does it have clever plot links or consistent characters?. A TP is a decathlete (multi-skilled, hard to get a one word answer about what they do in a bar!), gone is nice and simple mono media, a TV producer makes TV shows, film director directs films. You can be a TP if you merge your story across two or more media areas? But more on this later in the post.
Transmedia as a concept is not focused. OK I know Henry Jenkin’s original definition has been spread around the web but it is a definition that is too broad. Perhaps I should exercise my floccinaucinihilipilification and suggest that something that tries to describe everything is actually worthless? Transmedia like a black hole in the universe it tries to describe sucks in everything that has come before (cross media, 360, social media, augmented reality, pervasive gaming and so on). At the other end of this spectrum citing Matrix or Blair Witch or other brand to justify the ‘field’ as mainstream it becomes apparent that the quoted definition itself is rather vacuuous. To quote Jenkins again from an LA Times article, transmedia – “means telling a story across different platforms, each element of which may or may not stand on its own but contributes to an enriched, dynamic, more participatory and “lifelike” experience.”
We are still in the hype phase. Basically anything cool and different those transmedia types (and I point the finger at myself too btw) will take ownership of. I even heard the other day someone say Transmedia is the new Social media and augmented reality even gets a look in. I am not surprised those still getting their head around the ‘story’ potential of social networks or a cute mobile game find it all rather, dis-jointed. Also the increase in experimental and experiential ‘event’ based marketing suddenly meant transmedia is now inextricably linked with brand extensions (TV, film, product) – anything that is not a linear, branded film or TV show. I think for those who live in the transmedia echo chamber this has been the case for many years.
It feels rather academic. Trans-media used to be an alternative semi-academic term to ‘cross-media’ (trans, from the latin ‘crossing’) but is now used to describe everything, non-linear, interactive, extension, participatory, social, brand, play, multi-platform, pervasive and so on. The idea that stories would be told in different places goes back thousands of years but in a modern media context a rich target for study and theorizing. Along came Henry Jenkins who coined the term transmedia almost a decade after the first basic cross-media incarnation. Henry admirably self confesses as being ‘too busy lecturing and presenting about transmedia, to partake’ of the industrial flavour of transmedia “some of it is not well done yet”.
It is still a teenager. It has grown up before it’s time and become a troublesome big headed teenager without any true home and turned into a dysfunctional orphan at once protectively nurtured by over possessive academics, hijacked by experimental ad agencies and hardly understood by flailing stuck-in-time broadcasters. Originally cross-media was an intellectually stimulating concept – memories of mid 90s, pioneering BBC days also my old friend Brian Seth-Hurst who is “Referred to as “the father of cross platform” Hurst coined the term in 1998 as MD of Convergent Media at Pittard Sullivan”. Earlier definitions just talked about story based ‘crossing platforms’ element but since the exponential increase in social media as a place for millions to dwell it has suddenly had the participatory/social part added and also a suggestion that it is now a more integrated form of storytelling, I suppose I should have added a level 5 to my 5 year old (but about to be removed!) wikipedia cross media definition!
Danger of being hijacked – Alongside all of this we have a ‘clique’ of so-called experts who try to describe something which is so simple on one hand (stuff on multiple platforms) yet so ambiguous on the other (fragmented narrative effervescence) – time will expose the Transmedia echo chamber I suppose.
Of course I have nothing against the term per-say in the absence of alternatives having created transmedia entities/sites like Transmediadesign.org or lamp.edu.au or muvedesign.com – all transmedia in focus – but lets start thinking about the emperors clothes. Indeed the Producers Guild definition of the TP, however bold in its intention, is still a little ambiguous about the precise elements of the role to say the least
A Transmedia Narrative project or franchise must consist of three (or more) narrative storylines existing within the same fictional universe on any of the following platforms: Film, Television, Short Film, Broadband, Publishing, Comics, Animation, Mobile, Special Venues, DVD/Blu-ray/CD-ROM, Narrative Commercial and Marketing rollouts, and other technologies that may or may not currently exist. These narrative extensions are NOT the same as repurposing material from one platform to be cut or repurposed to different platforms.
A Transmedia Producer credit is given to the person(s) responsible for a significant portion of a project’s long-term planning, development, production, and/or maintenance of narrative continuity across multiple platforms, and creation of original storylines for new platforms. Transmedia producers also create and implement interactive endeavors to unite the audience of the property with the canonical narrative and this element should be considered as valid qualification for credit as long as they are related directly to the narrative presentation of a project.
Transmedia Producers may originate with a project or be brought in at any time during the long-term rollout of a project in order to analyze, create or facilitate the life of that project and may be responsible for all or only part of the content of the project. Transmedia Producers may also be hired by or partner with companies or entities, which develop software and other technologies and who wish to showcase these inventions with compelling, immersive, multi-platform content.
TRANSMEDIA – CONTENT (THE TRUTH ABOUT ARGs?)
But this post is not just about the word – there are hundreds of blog posts even now still trying to really get under the surface of what transmedia means and it is too easy to fall down the semantic rabbit hole of terminology and the endless subjective splits between academics, industry and wannabes. Perhaps something more concrete can be found in the ‘transmedia stuff’ itself. What is this stuff and who is making it?
It is fascinating to see how quickly Augmented Reality (AR) is permeating our lives and the blogosphere. But what will the mass adoption of mobile devices that allow you to layer ‘virtual story worlds’ over the real world mean for new forms of entertainment & marketing? Also what will it mean when celebrities and audience/users, begin to merge – avatars appearing in broadcast TV and film/gamestars composited into our homes?
I have posted about the cross-reality evolution over the last 3 years on this blog under a general mixed-reality umbrella. Now we have every blogger & journalist talking about their AR engaged iPhone, DSi, PSP or smart mobile as if they have discovered some advanced alien technology. But is it really is a game changer, a new playground for storytellers? A window to another world at one end through to a simple layered utility at the other. Actors and fantasy characters deliver lines, embedded in real world scenes, you find the hidden virtual treasure, the historical or future backstories and clues, video, sound, images – even fellow ‘players’ morph into strange aliens or dissapear, you leave red herrings or leave help for other players the possiblities, endless.
What is Mixed Reality, why is it relevant and has TV become it’s background medium of choice for larger numbers of media consumers who around the world are spending more time in online pursuits than glued to the content breaks in-between the advertising slots of commercial TV. How will TV survive in a world where social and gaming worlds are far more compelling?
Latest video above available as a download (with better audio & creative commons) 50MB MP4 click here
I am up at the SPAA conference in the Gold Coast producing at and speaking on one of only two panels, for TV and Filmmakers, that are really focused on the ‘creative’ vs biz only possibilities of games and virtual worlds and (that oft misused term in these circles) New Media (that internet thang). The topic of our panel is “Where Virtual Worlds Meet TV, Where Films Meet Games” and features SilkCharm aka Laurel Papworth, Keren Flavell aka SL’s Starr Sonic (SLCN.tv)Â and truna a great games evangelist and IGDA leader hailing from Brisbane.
This topic is driven partly by a mass fragmentation and a paradoxical reversal of fortunes at the moment – where TV itself is the actual snacking medium and where the longer form immersion is in online communities, virtual worlds and games. But can the mediums truly cross-over?
I have been talking for a couple of years now about the fantastic potential of the live and by implication shared TV experience to be enhanced by extending the world into online games. Where are we and where might we be in a few years once the ‘broadcasters’ realise that keeping an audience involved in the ‘IP’/programme in-between airings is a good thing. Good for the story creators, the latent creative audience and of course advertisers who need eyeballs/hands/ears/minds. Some older Personalize posts on this topic.
Anthony Zuiker creatorof the CSI franchise was at one point going to join my panel and his perspective is critical in this:
“The advertising model for TV is completely broken top to bottom. I’ve lost 20% of my viewership in a year and a half… where are they? They’re on the web and other platforms.” Despite a “revolution” in television that now delivers some of the highest quality programming in the history of the medium…Zuiker believes that the “technological boom” happening concurrently is negatively impacting the popularity of the medium.
A part of the SPAA panel here on the Gold Coast, is looking at the issue of where TV and Virtual Space ‘will’ cross-over, not some wacky installation in a dark art gallery but a new emerging element of the entertainment industry where film and games are joined at the hip and TV and social virtual worlds work in glorious real time – live broadcast driving and linking to highly social environments, what Interactive TV has always tried to be. FYI here is the synopsis of my panel “Where Virtual Worlds Meet TV, Where Films Meet Games”.
“Which side of the wall are you on? Are you ready for the Mixed Reality, Entertainment Perfect Storm? TV and Film OR Games and Virtual Worlds? That wall is about to crumble. This is a wake up call to all entertainment producers and consumers to prepare for an almighty collision. Audiences are already spending up to four times as much of their entertainment time in virtual spaces than they are watching TV. Gary Hayes says “I think we are really approaching a perfect storm, a mixed reality perfect storm, because we are seeing several things happening. The first one is a long history of games based on TV and films. Another ‘wind’ is virtual worlds, particularly the exponential growth of customisable social spaces and the important ability to integrate external media into them. The third force is audience behaviour, who involved in far more simultaneous activity particularly between broadband web and TV. The fourth element to this perfect storm is actually what is happening to TV and film, such as live reality TV becoming more game like and now over 100 feature films in production based on game worlds. All of these forces together are creating a really potent mix that all producers need to be aware of”
What is Mixed Reality?
Mixed Reality is a term that needs a more focused definition, as I believe it is also misused. So I see Mixed (or Cross) Reality as
“a creative or social activity that takes place simultaneously in real and virtual worlds and where the interaction in each are resonant and dependent on each other”
So typical practical examples – a conference that has active audiences in the virtual and real world and both communicate seamlessly with each other or where a kids TV show is broadcast while children collaborate in a virtual world and appear to help the progression of the story or a film on a DVD with clues that as you watch it allow you to progress with other players in an online game. But there is also another key aspect of cross or mixed-reality, that of virtual “˜things’ appearing around us in real physical environments. This is often called “˜augmented reality’ but I believe it sits under the broader “˜mixed reality’ umbrella.
Some folk also call this form ‘blended entertainment’ – but to me that doesn’t specifically suggest virtual space and is more related to the already out-dated ‘cross-media’ RIP (hello – Social Media Entertainment) or Extended Entertainment, which is more in my Level 1 or 2 cross-media definition on Wikipedia.
About the Mixed Reality Compilation Video Above
I think the potential of this two-way flow is significant for education and business but also for entertainment and advertising/marketing. So I put together the short film above that hopefully captures a sense of where we are with this circa 2008. I wrote a rather rushed voice over for the short film, a kind of pretrospective (writing back from the future) looking at a “Dawning of Mixed Reality“. As well as my music and voice over (apologies, it was done at 1am a few days ago)Â it contains many choice clips trawled off YouTube but also quite a few that I have worked on at LAMP, the Format Factory, BBC and various other hats.
Is this reality? Is this fantasy? In 2008 the great transition truly began. Whereas a decade earlier we used to “˜log in’ to cyberspace, now we began to semi-permanently inhabit virtual space and the digital world started to leak out into everyday life. It began to infiltrate our shopping malls and became integrated with our everyday lives. Humanity started the relentless journey towards the natural future where virtuality became a greater reality,Â and where digital fantasy and organic reality were inextricably intertwined.
Through the early 2000s pervasive wearable computing started to break down the walls that used to separate our virtual existence from our physical one. This same technology also allowed us to embed ourselves seamlessly into virtual worlds which is where we could truly experiment with future forms of entertainment, art, education and business.
In these new places we became the real time, living celebrity. Many of us became avatar stars, pixel gods – exalted as those linear film and TV icons. This became the only place for many. By 2007 hardcore gamers were already spending fifty five hours per week “˜inside’ these shared worlds and learned to forgot about the real world. This became the place where their most meaningful hours were spent. Everyone began to blend the two domains, combining them in new ways, driven by an invisible urge. Thus started the global meshing, of today’s mixed reality.
But in 2009 questions were asked. As in the many films that hinted at our transhumanist future, would the physical embodied self ever become redundant? Would we truly evolve as self contained, digital entities? May we as well be slumped in a chair with a cable plugged into our heads? Regardless, as the real world became inhospitable we all started to crave for the immersion and began moving our physical selves into these spaces. Even more than that we wanted our peers our un-virtual audiences to be able to share our experiences there. It became a contagious as the most poignant moments and memories were the ones in virtual space.
But we needed to look beyond these screens and into our own souls. Find the truth written along the “˜thin white line’ that separates analog from digital, person from avatar. This was the beginning. It always was. As far as the meshing or blending of reality and virtuality, in 2009 they were the equivalent of grainy black and white movies seventy years earlier. Our experiences were simultaneously part real, part virtual but it didn’t matter which was which anymore. Both were valid and they depended on each other. Those early parallel existences of twenty years ago started to move humanity forward, released our imaginations and we coexisted with our precious and ultimately fragile, physical selves. The great crossing had begun.
I was particularly interested in several new developments that are allowing “˜minority report’esque’ eye-catching. holographic human figures into real space. You will spot these in the film, the live Telstra conference or the models trying on clothes in store windows and closed displays. I tried to list most of the items below and have copy paste some of the text that describes the videos. If there are others you think are significant or that I have missed, please comment and as I do with other compilation films I will be updating regularly, particularly on the download versions.
The various clips in the film are detailed below:
InLimbo Blended Reality – A.M. Architect sits In Limbo to converse and showcase their electronic music. Simultaneously to the broadcast, the show was recreated in the KRTU-Second Life complex, the audio streaming and photos of the studio dynamically updating
Metaversatility brings Frogg Marlowe (Jeremy Works) to TX for a couple blended reality music performances. Footage from Limelight in San Antonio & Mozart’s in Austin, for the Second Life TX Meetup, hosted by Metaversatility. metaversatility.com
A short 3 hour Mixed Reality Game I devised for a LAMP residential – called the Old Forest more details on UTube
Gizmondo Augmented Reality Game – Catapult. Please not this was never released it was in development when Gizmondo went under. There is no sound on this clip.
Motion Capture & Augmented Reality. Virtual Dancers Part 1- A good sign the tracking is okay is that all this has been obtained on the first test and with no feedback for me when I held the camera. In brief, as long as it is a bit smooth, the real-time tracking is okay.
Tim Johnson’s presentation was held at the Centre for Digital Media at Great Northern Way Campus – home of the Masters of Digital Media program. The event was simultaneously broadcast in Second Life at the school’s virtual world campus located at University Project.
A re-invisioning of a 1916 Italian Futurist film using Second Life Augmented Reality Technologies, being developed at Georgia Tech. The short film is a hybrid live action and machinima captured in real time. There are no use of Green Screens. Pos-production is not used to composite the Second Life image and live image.
Aussie talkshow host Rove McManus made history yesterday at Auckland’s Vector Arena as the first person to have his hologram beamed across the Tasman. Multiple cameras beamed his three-dimensional image from a studio in Melbourne to the paper-thin Auckland screen, accompanied by sound effects from Star Trek’s transporter beam, enabling McManus to have a live discussion with Telstra-Clear chief executive Allan Freeth.
2004 Video, computer, pneumatics. A stack of books sits in a chair and, on them, a monitor abuts a small table. The surface of the table holds water, forming a small rectangular pool in front of the monitor. The monitor depicts a woman’s face, her chin resting on her folded hands.
http://au.youtube.com/watch?v=Jd3-eiid-Uw – Using the infrared camera in the Wii remote and a head mounted sensor bar (two IR LEDs), you can accurately track the location of your head and render view dependent images on the screen. By Johnny Chung Lee, Carnegie Mellon University. For more information and software visit http://johnnylee.net
Larngear Technology’s story in the research and development, designing, and marketing of Mixed Reality technology is well describe and illustrated in the TV program Clickzone, supported by SIPA. The show is hosted by Tai, Chutima, from the movie Season Change.
More to come…
There are several companies around the world developing Cross-Reality forms. One that I am heavily involved with, The Format Factory, are pioneering formats that bridge the space between compelling participatory TV and online game worlds. This is a kind of teaser video I created that metaphorically demonstrates some of the ’embedded’ world-within-worlds. Their sister company The Project Factory have been doing some basic but interesting cross-overs in Second Life too.
I also talk in more detail about Mixed Reality potential in this early 2006 seminar, here are the slides from that one containing many cross-branded vs cross-reality examples.
I will leave the final word again to Mr ‘CSI’ Zuiker who instinctively points out that particpant audiences expect to be involved in the story, to be the hero, the villain and to feel they are partly in control of their own personalised route through it. Customisable and game worlds with existing culture are the best tool at film and TV makers disposal.
“In the gaming area, you want to give people tasks, to shoot things and upload pictures… You’re doing this because you want these people to be creating their own story and it will be part of the crime on the broadcast… Even if it’s not the actual thing I shot, I was part of that experience, that community, that narrative.”
PS: BTW I think the term ‘participatory audience’ used in the title of this post/article, is a bit of an oxymoron. Audience as a term suggests passivity not participation…but I am sure you will let me off for that one?! Please.