Aug 232013

Why are TV companies often the worst offenders when it comes to producing original and creative multiplatform offerings? Why are most just serving up brochure websites, the occassional ‘send in your video via YouTube’ or ‘tweet in what you think, we really want to know’? Where are all the great integrated-with-show online, game and mobile offerings, all the innovative 2nd/3rd screen stuff and really resonant social audience contribution? TV Broadcasters are fighting dwindling audiences overall (apart from great golden age US drama & singing talent shows of course) and struggling to come up with great multiplatform strategies to help reach and re-connect audiences to TV shows? Why is this?

Note: this refers generically to the TV industry not any one particular broadcaster…

Credit: Scott Adams

Credit: Scott Adams

1. Succeeding Backwards

Did that once, didn’t work, won’t do it again. Rather than failing forward or more importantly trying something and organically improving it over time, many broadcasters fall into the trap of nervously dipping their toes into new formats, only carry on doing it if it succeeds immediately, if not, do nothing to improve it and then wonder why nothing bites. There is a spiral of diminishing returns if iterative success is what you live and die on. Risk averse – Jobs on the line. Make a mistake and the kids are mortgage are in jeopardy. Best to just keep things stable, solid, not rock the boat, deliver the barest minimum. Surround everything we do in layers of ‘process’ so it looks like we are busy. Sadly many broadcasters are busy making nothing, of real value for their audience.

2. The Silo Wars

TV broadcasters and TV studio organisations are highly political and have set up division and departments that make joined up, original multiplatform projects particularly, nigh on impossible. This is often a symptom of the people structures combined with being judged on your last project not future potential. Also it is important to have a strong group of allies (or reports) who justify and keep you in your position/role, but these roles are part of a tight pre-defined structure. They are like bricks in the wall of the internal divisions set up by senior management to make it easy to, er manage the company. But this sets up many nasty habits. Competition and protection of the mini empires, fighting for budgets, duplication (we can do that too and better) and most importantly from a creative multiplatform perspective – really hard to do projects that cross these ‘locked down’ silos. If it looks good everyone fights for it, if it looks bad no one wants to touch it. Companies who have vertical products (radio,tv,film,books etc) need to build lots of internal bridges or watch all of their products fail.

Continue reading »

Jun 202013

Alongside my day job for the past couple of years and various labs and seminars I have been involved in, one thing that keeps coming up is ‘why is the process for making multiplatform so complicated / varied / mysterious / technical’. For many from traditional production processes such as film or TV it can seem like a black art. Not only are there the technical and story hurdles for each platform, whether smartphone, tablet, web or games devices but there are the complexities of delivering to all of them at the same time or in a staggered release schedule. Then comes the further black art area of the back-end server and content management issues.

So in the presentation embedded below the main image, I tried to at least raise some of the key issues about process and considerations. This was part of a public talk in a 3 day lab I ran last week with SAFC for its Digital 360 lab initiative, where I had 15 minutes to set the stage for other speakers talking about various production issues. I didn’t go into some of the key problems that I come across daily in a media organisation, where legacy commissioning structures, budget release and content silo’s cause even more process problems – the ever so present issue of ‘multiplatform’ as an after-thought or very worse case ‘a marketing campaign’ to draw users back to the tent pole tv or film property. That I will leave for another day/post.

One thing I and other enlightened multiplatform producers oft talk about is the parallel production process. By that I mean that for truly integrated cross-channel or merged media story driven products, the best process is where they all run in parallel. They still keep to their own rigid production sequence but wherever possible, they run together. So concepts and stories across Film, Multiplatform and Games are mapped out at the same time. The overall planning and pre-production are hand-in-hand and so on. I tried to find a map/chart of how this could work on the web but drew a blank, so I tried to fill that blank in for my talk. But even this only went so far. So the 1st diagram below is an initial stab at what an ideal production process might look like. Each of the components within the 6 stages across the 3 key media types, synchronised.

Parallel Production

Continue reading »

Jan 172011

Social media is a humbling experience much of the time. For one it is a super fast barometer of many aspects of our digital persona made up partly of a) our online influence, b) what people ‘feel’ about you (sentiment) and c) who we are connected too but more recently with the introduction of Twitter Lists we now have an element of ‘labelling’ aka ‘tagging’. Like most I am not keen on being pigeon holed, filed and rubber stamped as ‘this kind’ of person or someone who only ‘thinks/creates/is involved’ in those things, but I was fascinated this morning in doing what Laurel Papworth did some months ago, looking at how others saw me based only on my Twitter activity.

I have currently been added to 700 lists (which I think is up in the top 10% or so?) –

the key of course is that these lists are created un-prompted by those they follow, they have selected ‘you’ quietly in the background to be a part of a personal filter, carefully structured by users who want a way to distill the vastness of a 140 character universe of noise, that is twitter – making lists for themselves of a few key personal influencers through to hundreds of sharing tweeters across several lists on quite broad topics, the lists themselves followed by thousands.

There were over 6.5 million twitter lists at the start of 2010 so I suspect at least double that for 2011 according to TNW and there are hundreds of tList directories on the web now such as ListAtlas that focuses on the most popular lists such as 22 000 following the @bieberarmy :: justinfollowplease list of 91 fans who “want to be followed” by JB himself or  38 verified world leaders compiled into this list @verified :: World Leaders followed by 15 000 or so. But back to my own little world…I am not sure if the lists below represent ‘who I am’, especially as 75% of my twitter activity is sharing links, but they certainly represent areas I work in and am interested by.

… without further ado – I quickly used TextWrangler to pull out key words and broke the 700 lists (I am on) into smaller ‘categorised’ batches. This serves as a one stop shop for me to dip in and out and decide which lists I will follow and for you to possibly find ones you may find of interest.

What do your lists say about you?


  1. The most listed Tweeters on 37 lists about Transmedia
  2.!/aliciakan/transmediatweeps Teaching me a little bit more about transmedia, everyday
  4.!/matthanson/screen-bleed Media theories & futures in a multiplatform world.
  5.!/brand_candy/transmedia-storytelling People interested in transmedia storytelling
  6.!/bulldogmi/isthistransmedia A list of crossmedia, transmedia and storytelling tweets
  11.!/FilmThreat/transmedia-artists A self-updating filtered list of people I follow (generated by!/formulists)
  12.!/FLB_AlainThys/media-innovation tweets about media innovation, crossmedia, transmedia and other interesting media developments
  13.!/frank_tentler/transmedia-avangard List of Transmedia and Transmedia Storytelling Avangard on Twitter
  14.!/geoffreylong/transmedia Scholars and practitioners in transmedia.
  15.!/helloflow/worldoftransmedia all people you want to follow on transmedia storytelling!
  16.!/ivanovitch/transmedia People working in, interested in, thinking about Transmedia.
  17.!/jlsimons/transmedia TM
  18.!/KH_enthu_Ziasm/transmedia well, are you transmedia ready ?
  19.!/melaniemcbride/gaming-transmedia-10 Makers, observers, researchers and players of games/transmedia.
  21.!/nwangpr/transmedia This list follows those who are exploring new storytelling opportunities for brands and agencies.
  23.!/onceuponaword/transmedia A list of people who regularly tweet smart things on transmedia
  26.!/Pixel8studio/transmedia Stories to be told.
  27.!/pseudonymDK/transmedia Important people to follow to learn more about transmedia
  32.!/nativeshell/trans-incidental Transmedia news and peeps


  1.!/thatgreg/new-media-2 People actively changing the way media is created and ultimately consumed.


  1.!/AaronMarshall/augmented-reality Cool folks tweeting interesting things about Augmented Reality.
  3.!/Balubab/augmented-reality Augmented Reality universe
  6.!/chrisgrayson/augmented-reality-peeps People & Companies involved in Augmented Reality, as well as AR Blogs
  18.!/siyann/immersive virtual worlds, augmented reality, immersive experiences
  19.!/dromescu/ar Augmented Reality
  20.!/jlapoutre/mobile-ar Mobile Augmented Reality


  2.!/9dimension/brightside bright ppl
  3.!/owlark/interesting-people-a1 Great people: listed or interested
  4.!/InShot/thought-leadership James Grant Hay’s Thinking Out Aloud
  10.!/LMurphy140/from-far-far-away non local interesting
  13.!/MikeFreyParadux/bloggers Bloggers! Check these wonderful blogs by interesting tweeps.
  14.!/OwenKelly/people a miscellaneous assortment of interesting people
  15.!/paolonieddu/insight-and-cool-shit Links to interesting stuff

Continue reading »

Jul 302009

Running the Australian Laboratory for Advanced Media production I often have to provide a broad contextual background (as well as detailed insights!) to many of our seminars and labs. Over the past few months I have presented across a range of topics suggested in the blog title and lucky for some these have been captured in video form! So the player below contains (for now) seven separate presentations, a mix of free informal evening ones through to more formal full day workshop intros. The video production value is variable so I add the audio only versions at the bottom too and there are links to the other many great speakers at each session, detailed below the video box. These are unedited and contain the usual umms, arrs, errors, coughs & pregnant pauses, oh and I hope some great content. All are 16by9 apart from the serious games in 4by3, Enjoy

  1. SOCIALIZED TV 2.0 – 17m © Gary Hayes Director LAMP @ AFTRS and CCO of MUVEDesign (slideshares here)
  2. GAMES: SERIOUSLY – 35m © Gary Hayes (slideshares here)
  3. VIRTUAL STORY: THE ART AND CRAFT OF MACHINIMA – 42m © Gary Hayes (slideshares here)
  4. (Seminar Intro) THE RISE AND RISE OF SOCIAL MEDIA – 13m (slideshares here) © Gary Hayes
  5. FREE AND EASY (seminar intro) – 10m © Gary Hayes
  6. IPTV FUTURES – 20m © William Cooper Head of Informitv (live Skype video interview with Gary Hayes)
  7. MULTIPLATFORM INNOVATIONS – 22m © Giancarlo A. Mori Senior Vice President, ANIMALLOGIC Interactive. (live Skype video intro interview with Gary Hayes)

Continue reading »

2 pages