OK in a ‘top list’ mode at moment and browsing the definitive AdAge media and marketing top 1000 I noticed even more than usual, the dominance of the most communicative country on the planet, the US. In fact of the top 500, the US counts for 327 – so I crunched the numbers and using the wonders of TextWrangler, filtered out leaders from the rest of the world, the other 173 (who write English) . It produced some interesting top tables and results. Who are the other leading countries, opinionated voices, insightful perspectives, top communicators in media and marketing blogs? Which countries are missing? Who are the leading voices in each country? Also would be interesting to look at gender breakdown, individual versus agency or even age of ‘the voice’ for each blog. But will leave that for others – for now, less get ‘national’!
A cross-post from the LAMP blog I also run:LAMP mentored ‘Social Media, Multi-Platform’ Drama Scorched won the coveted International Interactive Emmy Award from the Academy of Television Arts & Sciences last night at MIP TV. The first time Australia has won this award.
A big congratulations particularly to producers Marcus Gillezeau and Ellenor Cox from Firelight Productions. These awards are held annually at MIP TV in Cannes and celebrate the most innovative drama, documentary, informational and entertainment services delivered on multiple platforms.
Through these awards, the International Academy of Television Arts & Sciences is celebrating a significantly growing sector of the television industry and recognize excellence in content created and designed for viewer interaction and/or delivery on a digital platform.
The 2009 Winners.
Fiction category winners “Scorched” Firelight Productions in association with Essential Media & Goalpost Pictures, Australia
Non-fiction category winners “Britain From Above,” BBC / Lion, United Kingdom
Children and young people category winners “Battlefront”, Channel 4, United Kingdom
Brian Seth Hurst (Second Vice Chair at Academy of Television Arts & Sciences and CEO at The Opportunity Management Company) who helps organise these awards sent through this Twitpic of himself (mid left), Chris Hilton from Essential Media and Entertainment (far left), Marcus Gillezeau (mid right) and Mike Cowap (Innovation Head at Screen Australia – far right), at the after awards (30 minutes ago!). Picture from Brian Seth Hurst (actual photographer as yet unknown).
Digital Media magazine has a few ‘delegates’ over there at the moment who are twittering events as they happen you can follow them here. This is how we found out about the award over here from several other tweeters…
PipRMB: Aussie digital media company Firelight Prods. have won the first ever International Digital Emmy for best drama for Scorched – huge congrats
BrianSethHurst: Winner Fiction Int’l Digital Emmy Award “Scorched” Australia Goalpost Media, Essential Media
FanTrust: Check out Scorched which just won a digital Emmy— outstanding fictional drama for 3 screens. Live from #miptv
The Digital Media magazine also featured an article prior to MIP TV referring to LAMP’s involvement in the project –
“Meanwhile the makers of NineMSN cross-platform drama Scorched, Marcus Gillezeau, Ellenor Cox, Michael O’Neill and Brad Hayward, have been nominated for an International Digital Emmy Award. The awards ceremony will be held on March 30 at the MipTV conference. Scorched was financed by Nine Network, ITV International, Screen Australia and the New South Wales Film and Television Office and developed through the Australian Film Television & Radio School’s Laboratory of Advanced Media Production (LAMP), which is Australia’s premier emerging media research and development production lab.”
The International Academy of Television Arts & Sciences revealed the winners for the International Digital Emmy Awards at the MIP TV opening festivities in Cannes, France.
Australia won its first International Digital Emmy award in the fiction category for “Scorched.”
The non-fiction category went to “Britain From Above,” while “Battlefront” won the children and young people category. Both programs were from the U.K.
Below is a shot of the team with Jackie Turnure (far right – now at Hoodlum) back in May 2006 when they started planning the Social Media elements of the experience on a LAMP residential. There were then several follow up sessions with them to help crystallize their ideas. (Pic Catherine Gleeson)
Scorched has received a great deal of attention and commentary from press and also those closer to the project. This is the LAMP post about the launch, here is Guy Gadney at MIPTV at the moment (then head of PBL New Media, Channel 9) and Gary Hayes (LAMP Director’s personal media blog). It is great news that another LAMP connected project has won the International Emmy’s – examples of earlier ones included Jim Shomos (LAMP mentor) with his Forget the Rules projects, the winner of the Ogilvy Amex award by then LAMP mentor Jackie Turner and other LAMP projects such as The Deep Sleep won development awards too.
There are a multitude of sites out there asking the ‘audience’ (grrr) to submit films, music, scripts, stories, bits of their personal life and anything the brand or property feel will draw them into their branded world. Many go about it in a really poor way, providing virtually no incentive, a pretty small audience (as regards the actual community that will likely see their work) and often give little or no encouragement to learn and improve on their original submission. Many even resort to seeding the ‘competition’ with faux community created videos (made by pros deliberately shaking the camera!) – to pretend to kick-start it – they have no idea how easy it is for the community to sniff that out.
An easier and more enpowering way in for the co-creative community is to give them ‘great’ assets to create great content – it gives them a big kick-start. Giving them the same stuff that the pros get generates the real big incentive – it lets them show how ‘they’ are as good, if not better, than the pros! It also shows a willingness on the part of the usually out of reach ‘creative production’ to expose some of the real behind the scenes’ness and draw communities into the brand firstly from a ‘trust’ perspective. Secondly as the ‘creative audience’ members themselves will be spending many hours with the assets and this creates very strong brand/story loyalty. Often these creative types are pretty active influencers on the web anyhow and will draw their own communities into the brand. The list of benefits goes on.
Below are relatively recent examples of professional film and music folk throwing top draw fragments of content (rushes, isolated tracks etc) over the wall for the wannabee’s to work their own magic.
I have written about this subject a few times in the past but Bronwen Clune on Twitter pointed out her brainchild initiative, a Disney / AFTRS Film “Two Fists One Heart” making available some rushes for the community to re-edit. Cutscene site has all the information on the project and a mention should go out to my colleague at AFTRS, Bill Russo who has the enviable task (yes enviable as it is a joy to see community wisdom like this) of viewing potentially hundreds (see examples below) of alternately edited scenes.
We are giving you the chance to download and edit rushes from the international film TWO FISTS ONE HEART. This is the footage that editors work with and it is free for you to use under creative commons as long as you acknowledge the source and link back to the official movie page. We€™ve tried to give you a mix of scenes so that you can even download all of them and put together a short film of your own. When we told the folks at AFTRS and Disney what we were doing they were so exited they wanted a way to recognise some of the best videos that are created. SO €¦
The best 5 scenes will be posted on Disney€™s promotional TWO FISTS ONE HEART site. This is a great opportunity for some exposure to high-profile people in the film industry. The 5 best scene cuts will be selected by Bill Russo head of Editing at the AFTRS and the creative team from TWO FISTS ONE HEART. TWO FISTS ONE HEART Director Shawn Seet, Editor Milena Romanin and Cinematogropher Hugh Miller are all graduates from AFTRS, Australia€™s premiere Film and Television school.
The WINNERS will be personally contacted by Bill Russo who will give them editing advice and help with their editing careers. All you have to do to enter is post your video on YouTube, link to the Two Fists One Heart site for the movie in the info section and tag it TFOH, then email the link of your entry to email@example.com
Of course this is not a new idea and I recall at least five major projects at the BBC I was involved in from 96-03 that did a call out based on downloading and then re-editing, ‘professional’ footage (and at least 20 other ‘mash-ups’ using web interfaces). A recent non-BBC, feature example (Jan 08) that springs to mind is Tracey Fragments – a sort of timecode’esque Canadian film that gave away the ‘whole’ film to re-edit and again used YouTube to show the re-fragmentation. These are still available on the site – click refragmented. Here’s one example of a re-edit that have around 10 000 views each on YouTube.
Tracey: Re-Fragmented made available all the footage from the shoot of the film for users to download and re-edit their own replated projects including music videos, new trailers or to re-redit the entire movie themselves. A contest for best use of the footage has just closed at the end of January and judging will commence soon. The re-reditng initiative also has a competititve elements with Bruce McDonald and his editors selecting the best from the pojects from Canadaa to win an Apple Final Cut Pro prize pack. The winning project will also appear in the bonus features on the DVD release of The Tracey Fragments.
As mentioned the BBC has a long track record of opening up its rushes to the public (well it would do because the ‘internal’ BBC av assets are effectively owned by the taxpayer!) as well as providing community filming skills to a vast audience with 15 year old initiative such as Video Nation. Another recent example (2006), was when the BBC Commercial Archive opened up some of the rushes from its natural history section and asked the audience to re-cut or rather creatively make a brand new trailer for Planet Earth. Here is one example entry to the BBC Planet Earth video editing competition
To highlight the creative potential of the Open Earth Archive the BBC is also running a competition to make a short ‘advert’ for Planet Earth. Novice editors can enter the competition through the Easy Edit Suite, an exclusive application available free on the Open Earth Archive site allowing users to create a short video with a sound track using some of the best bits of the archive. The competition closes on 30 April 2006 and winners will spend time in an edit suite with experts seeing how the professionals edit for BBC Television. The Open Earth Archive is made freely available for the UK public to use under the terms of the Creative Archive Licence. The Creative Archive Licence allows people within the UK to watch, download and edit material released for non-commercial purposes, using it to inspire and create their own creative endeavours.
MAKE IT A GAME TOO
At LAMP there have been at least 20 projects based on the call for creative contribution. This includes the iEmmy nominee Scorched as well as a Gruen Transfer’esque ‘Sold in 60 Seconds‘ and most of our ARG variants. One really cool ‘video fragment’ example was on our very first residential workshop lab in late 2005, Insect Men. Insect Men was a video fragment scavenger hunt. The mind of a character (of course represented by a linear film sequence) was shattered in a freak lab accident and his mind spread all over the web, outdoors and on linear channels (these things happen!). The audience had to find, collect them and put it back together in a meaningful way. This predated Eternal Sunshine of the Spotless Mind and other similar recent play’s on fragmented memory but this is less about story and more about bringing a game-play element into the re-cut too. The team were clear that there was no right or wrong way to put this unfortunate characters mind back together but rather courted community compare contrast – which is the best way forward.
BE PREPARED FOR A TIDAL WAVE
What to do when all this great stuff comes back?! Looking at exactly the same methodology of – here are some professionally created assets by your heros for you to rebuild in ‘your’ way – Imogen Heap (who I keep going on about?!) in the past month gave away a song in the form of lead and backing vocals for the co-creative fans to provide their own music. This takes it a step further as the backing to the vocal tracks truly represents the genre and style of the contributors vs the more subtle ‘persona’ that comes through a pure film edit. Imogen and team got back nearly 400 completely rebuilt unique 3 minute songs and you can listen to 219 of them here on the Twestival site. They were so overawed by them they are going to release a special EP with the best ones on. Shame that wasn’t part of the original incentive – but it probably didn’t matter in the case of a loyal fan base already!
OK there are folk out there who use ProTools, Final Cut, Logic, Cubase etc etc: There are even more who are now familiar with iMovie, MovieMaker, Garageband etc: But although these will produce much better and original results it requires a significant amount of extra effort than a browser based tool. I was a little derogatory about web based editing or mash-up tools earlier but there have been a few good examples over the past 12 years on the web we know today – yes folks they have been around for that long! Even I did some in 1995 when I put the first audio and video on the main BBC sites in the UK – simple quicktime based mixers which worked even in the days of 28k modems!
A recent one that works because it is so integrated with the TV component is ABC Australia’s Gruen Transfer. The thing that really works for me (above and beyond the AdMixer interface and usuabilty – yes they are getting better) is the fact the call out from the show gives a very specific task – this week/series for example the presenter said – go and create using a bunch of pre-built clips/audio and text, a promotional advert to sell Australia. Simple, a bit limited tool and clip wise, but really easy for an audience to quickly produce something meaningful with very little effort.
THERE’S A LOT OF IT ABOUT
As regards remixing, mashable content there are many others worth investigating if your into the subject and a quick look around will reveal the likes of
and the list goes on especially if we include fan driven or film school based competitions!
But a last point I shall leave you with is make it accessible. If only 1-2 % of the audience will get off their a$&#s and make something and send it in then make it easier for them – grow that to 10% or more. I covered the sort of splits of the co-creative audience on my post Web 2.0 and the Myth of Non-Participation. Allow them to search and embed other peoples work, allow them to just vote or rate (obvious and used a lot of course) or give them some really good material so they can create something ‘they’ will be proud of – like most of the examples above here.
OK there are lots more examples of this including community driven film sites like my fav triggerstreet and I have probably missed the ‘big’ ones (so tell me in comments!) but the last message – Throw good stuff at your collaborative, co-creative audience and they will reward you many times over!
Reflections by me? Been a bit slow off the mark blog wise this year as endless layers of projects overlap and blogging has fallen off the list. But there are some goodies about to be blogged here, just simmering, almost ready for serving. Smell that goodness.
For the moment though two of my ‘thinks’ that others published for me. The first from Bettina TIzzy’s great (‘What the World Needs Now is‘) Not Possible in Real Life (NPIRL) blog who posted a selection of my slightly half-baked thoughts re: virtual worlds. Following that, also featuring SL & Telstra, a rather positive retrospective from ITWire extensively quoting me, about how companies can engage properly, The Pond is a build I created back in early 2007.
OK to the post. I know, a lazy re-posting but there are a few nuggets in here…over to NPIRL.
Sydney-based Brit and marketing wiz, musician, composer and rich content creator in virtual worlds Gary Hazlitt (aka Gary Hayes), is already done celebrating the incoming year, while we wait for a few more hours in the Western Hemisphere for 2009 to arrive.
I welcome Gary’s guest blogpost and knowledgeable take on the recent past and the coming adventures of virtual worlds. Happy New Year, everyone! – Bettina Tizzy
In the social Virtual Worlds context, 2006 was about hype… another new frontier ‘kid-on-the-block,’ but became about fast bucks and cheap and cheerful PR. We saw that bubble gently burst in 2007 as the realisation that one world in particular, Second Life – (which is still the leading example of culturally created virtual content), was really about creative communication and artistic expression versus the local shopping mall or a crude business tool.
Last year, 2008, we witnessed a distillation in what Second Life (and by implication other customisable worlds) is really about, leading to a proliferation of new, niche virtual worlds meeting the cultural and entertainment needs of much broader demographics. We effectively saw the ‘fat’ surgically removed from Second Life and an acceptance that this new medium and form is still in its very early days, but in 2008 there are clearer reasons for being a part of the social web mix:
1. An immersive expression of community – Facebook and MySpace-meets-World of Warcraft. This community can create their own environments or swarm around trusted film, TV or lifestyle brands, too.
2. For business, it is more about a place to meet, present and recruit and far less about brand awareness, product sales or vacuous hype. The business model in 2008 clearly came into focus: the community selling to itself – brands needed to court existing inhabitants very carefully.
3. For education, Second Life is one of the most efficient tools in the learning process. Education becomes democratised, everyone can contribute and learn equally, remote learning is far more compelling, fun and immersive.
4 A creative tool. Second Life, in particular, showed significant maturity as we saw a higher number of serious live performance (CARP Cybernetic Art Research Project, NMC, DanCoyote Antonelli, for example), a record number of in-world ‘machinima & TV-like programs’ and by far the largest array of creative statements from virtual environment artists, many members of the NPIRL group. The quality of ‘experience’ creation from talented musicians, designers, photographers, artists, etc., reached new heights.
GROWTH OF WORLDS
Investment across the board – more than $900 million US invested since Oct 2007 – has moved away from generalist worlds like Second Life to more focused niche or user base environments with many starting to exhibit core game elements. These include those with renewed investment after new’ish launches: vSide, Football Superstars, Stardoll, Home, IMVU, Metaplace, Multiverse Places, and Music Mogul.
Towards the end of the year, console social worlds came onto the scene. XBox360 and Wii are very similar in ‘cartoon’ aesthetic, whereas Sony is far more game focused. All have very similar business models – create a space to hang out and be ‘tempted’ by games/film/merchandise. Although these are not yet places for community creation, they will soon learn that to keep inhabitants they will need to be or, like Google Lively, have to pull the plug. Embeddable or layered worlds began in 2008 and are likely to be significant in getting people used to real time communication through ‘representational’ avatars – vs text based ‘social network’ profiles. Also, Facebook worlds like YoVille or Vivaty, or layered worlds like Rocketon or Weblin that are embedded on the existing 2D web. The dominance of the likes of Club Penguin and Webkinz at the tweens end of the spectrum will be duplicated through teens and gen y’s as a series of new, highly focused and targeted social worlds launch next year. This has already begun with Football Superstars and Music Mogul but expect to see many more – including several with user created content as a feature alongside the virtual economy.
HIGHLIGHTS OF 2008
– Graphics in Second Life become teenagers. Still some way from the likes of Crysis, Second Life Windlight turned the world into something far more fantastical for many. It added layers of light, glow and control to a previously very ‘flatly lit’ world. We still wait for dynamic shadows, better environmental sound and an even more useful scripting language (post Mono), but this was a paradigm shift for environmental artists.
– Some companies got it! There was not a plethora of companies or brands entering Second Life but those that did had continued success as they concentrated on the social (people) rather than ‘product’ aspects of their business. Although the Pond leads in dwell terms, new entrants like Warner’s Gossip Girl have done exceedingly well. Car companies still do well even though Pontiac walked away from Second Life, and Toyota, Fiat and Nissan are always in the top 10 brands.
– The quality of machinima across all social and game worlds increased exponentially this year and a growth in communities watching ‘documents’ of the worlds they spend most of their time in. In addition to some machinima appearing in heritage media (“Molotov Alva and his Search for the Creator” and HBO/Cinemax, for example) there has been a growth in long form game-engine films and notably many more serious issues tackled.
– The New Worlds. A fracturing, as it became obvious that Second Life cannot be all things to all avatars – so nearly 70 other worlds all showed up on the radar. Many are focusing on niche interest or are highly branded. Several of the new ‘jack-of-all-trades’ entrants will learn that enabling community creativity and an economy is absolutely necessary. There were several walled garden/locked content mirror worlds and builds in 2008, which will learn to be not about ‘broadcast’ spaces, and realise that their worlds are far more significant than modelling what is around us – “In augmented and online virtual worlds, humanity will exponentially evolve, free from the limiting ghosts of that other virtual world we called reality”.
The second item appeared following my presentation at the Online Distribution and Business Collaboration conference from November 2008 in which I hurriedly went through some good inworld and game marketing case studies. Kathryn Small here picked up on why Australia’s BigPond is working really well – and no, it is not all about the broadband capping situation in Australia. Most of the regular inhabitants are on other ISP’s – anyway the article covers my thoughts on this and I have a much longer analysis with stats for the nearly 2 years it has been active, in the pipeline. (Also worth mentioning something about the item at the start of this one – Tourism Victoria didn’t withdraw its funding, Multimedia Victoria requested I take down a temporary ‘trial’ build of Melbourne Laneways – which had an original 3 month ‘learn as we go’ tenure on ABC Island. Otherwise a good item below.
It’s a match made in heaven: Telstra is Australia’s biggest telco and ISP, while Second Life is one of the world’s hottest social networking tools. So when the media reported that “the game was almost over” for Second Life, Telstra was quick to defend its investment.
Recently, Tourism Victoria withdrew its advertising funding from Second Life’s ABC Island. This prompted Deacons technology and media partner Nick Abrahams to comment to The Australian that “the drop in commercial interest in Second Life had been noticeable over the past nine months”.
Abrahams said that at any given time, fewer than a couple of hundred Australians might be in Second Life.
But virtual worlds expert Gary Hayes said that virtual world ratings should be measured in engagement and user hours, not just hits.
“Immersive online experiences need new metrics, and marketeers and academics are realising that social worlds do provide the potential for very high dwell figures,” said Hayes.
“Facebook has 65 million users on for just four hours per month. 132 Americans watch YouTube but they watch only about five minutes per day or 2.5 hours per month,” said Hayes.
“Second Life (and other social virtual worlds) has the highest rates of loyalty and stickiness of any social network generation, more than 50 hours per month per user.”
Hayes said that Telstra’s islands, known as The Pond, had a steady stream of around 50-100 users at any given time.
Telstra spokesperson Peter Habib quoted figures compiled by The Project Factory which said that BigPond’s islands were the most popular in Second Life.
The Ponds were founded in March 2007 with 11 islands (now 16) which have hosted virtual concerts, ANZAC Day commemorations and even New Year and Australia Day events.
BigPond recently hosted an AUSTAFE event which involved live streaming of the event from Adelaide into Second Life.
The Ponds also contains five residential islands for users to build themselves virtual real estate to live in, at near 100 per cent occupancy.
Telstra spokesperson Peter Habib told iTnews, “BigPond’s commitment to innovation, interactivity and entertainment in Second Life is a key part of our success.”
Habib said that BigPond has opened a virtual in-world service kiosk that allows Second Life users to interact with BigPond customer service staff in a virtual way.
Hayes said that The Pond’s approach to customers differentiated it from many other brands.
“The real success of The Pond is more about the regular events, the creativity of the builders who often come from the community, elements of nationalism, and many of the organic spaces that promote stickiness by their ‘ambience’ rather than superficial interactivity. This has been a real differentiator.”
Habib dismissed the concerns of other providers with success on Second Life.
“While other companies may not share BigPond’s successes, we are more than pleased with the popularity of our Second Life islands”
Hayes said that companies might not succeed in Second Life for two reasons. First, that many brands were brought into Second Life for the wrong reasons, and with misunderstandings about the social network. “You cannot build into a social network and not be social,” said Hayes. “Early entrants simply did not act human; they acted like a corporation, and built clones of the real world, and didn’t think experientally.”
Second, Hayes said that companies needed to change their offering to virtual customers.
“We are seeing the natural exodus of ‘showroom, build-it-big-and-boring’ brands and the settling of second generation ‘social’ and ‘purposeful’ brands. So The Pond, Accenture, Playboy, The L Word, and about five other key brands are really getting to grips with setting up a virtual base in a social world.”
John Brand, research director at Hydrasight, agreed.
“Only organisations who want to be perceived as ‘bleeding edge’ should ever have been involved in Second Life in the first place,” said Brand.
“Now that Second Life is entering its relative teenage years (measured in Internet years at least), the early adopter bandwagon has well and truly been jumped on.”
But Brand (edit: Hayes) noted that Second Life is not the only virtual world.
“There are at least 50 other mainstream entities and the total audience (according to a trusted site on this topic, KZero) is well over 300 million. In the second quarter of 2008, $161 million was invested in 14 virtual worlds, in the first quarter $184 million put into 23 virtual worlds, so the total this year alone is $345 million across 37 new worlds.
“Australia is a tiny market compared with Europe, Asia, South America and the USA, so fluctuations are highly likely. The fact that the user base of one virtual world fell by 23 per cent in a year is common with any service coming out of a hype phase into a stable mature phase.”