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THE END OF TV AS WE KNOW IT
 &THE BIRTH
  OF     TRANS
         MEDIA
FOLLOW US.
  @DougScottOGILVY @OgilvyEnt
    DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT


  @TheMattDoh
    MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY
The End of TV as We Know It & The Birth of Transmedia
PART I.
THE END OF TV AS WE KNOW IT
LET’S GO   WAY
             BACK.
RADIO.
The End of TV as We Know It & The Birth of Transmedia
WHAT WAS THE MESSAGE?
WELL...
The End of TV as We Know It & The Birth of Transmedia
TELEVISION.
TELEVISION.
“INTERACTIVE.”
The End of TV as We Know It & The Birth of Transmedia
STORYTELLING YESTERDAY.
The End of TV as We Know It & The Birth of Transmedia
STORY
YESTERDAY.

                 PASSIVE


             FIXED LIVING ROOM
STORIES ARE EVOLVING.
AND IT’S NOTHING NEW.
THE RECORDING INDUSTRY.
THE ARTIST   THE LABEL   THE ALBUM
8-TRACK   CASSETTE   CD   MP3
$0.99
12.5MM
12.5MM        6MM



THE SINGLE   THE ALBUM
DISRUPTIVE INNOVATION
CHANGED EVERYTHING.
AND THIS SAME DISRUPTION...
IS HAPPENING IN THE
TV INDUSTRY TOO.
THE TV INDUSTRY.
THE MEDIA   THE NETWORK   THE CHANNEL
COMPANY
TV SERIES   HULU   iTUNES
The End of TV as We Know It & The Birth of Transmedia
The End of TV as We Know It & The Birth of Transmedia
AGAIN.
DISRUPTIVE INNOVATION.
CHANGED EVERYTHING.
AND STORY IS WHAT HOLDS
EVERYTHING TOGETHER.
SO WHAT DOES THIS MEAN FOR
ENTERTAINMENT TODAY?
YESTERDAY             TODAY


     STORY


                    THE “SECOND”
                       SCREEN
    PASSIVE


FIXED LIVING ROOM
The End of TV as We Know It & The Birth of Transmedia
YOU SAY SECOND SCREEN.
I SAY FIRST
STORY
TODAY.   DATA

                           THE 1ST
                           SCREEN
                 ACTIVE


                ANYWHERE
BUT ONE THING IS THE SAME...
YESTERDAY                 TODAY



     STORY                  STORY
                    DATA

                                      THE 1ST
                                      SCREEN

    PASSIVE                 ACTIVE


FIXED LIVING ROOM          ANYWHERE
YESTERDAY                 TODAY



     STORY                  STORY
                    DATA

                                      THE 1ST
                                      SCREEN

    PASSIVE                 ACTIVE


FIXED LIVING ROOM          ANYWHERE
YESTERDAY                 TODAY



  STORY
     STORY
                    DATA
                           STORY
                            STORY



                                      THE 1ST
                                      SCREEN

    PASSIVE                 ACTIVE


FIXED LIVING ROOM          ANYWHERE
Ω λ
CHAITIN’S   CONWAY’S
                               π
                               Pi
                                 φ
                                    GOLDEN
                       STORY         RATIO
Y = MX + B
AUDIENCE
A = TORY
A=   + TELLING
A=   + DIGITAL
DIGITAL IS THE VARIABLE
THAT CAN...
STATIC CONTENT
    PASSIVE AUDIENCE
INFORMATIVE MESSAGE
DYNAMIC CONTENT
PATICIPATORY AUDIENCE
INTERACTIVE MESSAGE
DIGITAL IS ONLINE + OFFLINE.
DIGITAL IS SHAPING AUDIENCE
BEHAVIOR.
DIGITAL IS SHAPING AUDIENCE
BEHAVIOR. AUDIENCE BEHAVIOR
IS SHAPING DIGITAL.
DIGITAL UNLOCKS THE
POTENTIAL TO ENTERTAIN &
EMPOWER THE CONSUMER.
TABLETS
By 2013, the number of
U.S. tablet users is
expected to reach
99MM  1




1. eMarketer 2. Microsoft Advertising   3. Ericsson Consumer Lab   4. comScore
MULTI-SCREEN
33MM 2 American

consumers regularly
engage with multiple
screens simultaneously



1. eMarketer 2. Microsoft Advertising   3. Ericsson Consumer Lab   4. comScore
SOCIAL
40%3 of consumers use
social media while
watching TV




 1. eMarketer 2. Microsoft Advertising   3. Ericsson Consumer Lab   4. comScore
GAMING
68MM 4 mobile users
are playing games on
their mobile and
tablet devices



1. eMarketer 2. Microsoft Advertising   3. Ericsson Consumer Lab   4. comScore
AND DIGITAL IS CHALLENGING
OUR INDUSTRY IN WAYS WE
NEVER EVEN IMAGINED.
ENTERTAINMENT IS
IN A
STATE OF
FLUX
THE NEW REALITY FOR
ENTERTAINMENT.
NETWORK TV
THE TRADITIONAL NETWORK MODEL IS BECOMING EXTINCT,
DIGITAL IS DISINTERMEDIATING THE BUSINESS MODEL

CONSUMERS FOR ALL TYPES OF CONTENT
ARE THE NEW CHANNEL

PRODUCERSWORLD FOR THE CONTENT TO LIVE IN
NEED TO PRODUCE A
PARTLY DUE TO...
THERE’S AN AUTHORSHIP CRISIS .
CONSUMERS ARE
IN CONTROL
AUDIENCE AS CHARACTERS
CHARACTERS AS AUDIENCE
INDIVIDUAL
DUAL-CONTENT
  COMMUNAL
YEAH, WHAT’S COMING UP NEXT
PRETTY MUCH SUMS IT ALL UP.
The End of TV as We Know It & The Birth of Transmedia
THE
OPPORTUNITY
PART II.
THE BIRTH OF TRANSMEDIA
WHAT IS IT?
The End of TV as We Know It & The Birth of Transmedia
TRANSMEDIA STORYTELLING.
CONTEXTUALIZED CONTENT
THE NEW
ECONOMIC DRIVER
NO SCIENCE TO
 TRANSMEDIA
IT’S A MINDSET
A WAY TO RETHINK
  OUR STORIES
THE MINDSET IN A NUTSHELL
   A STORYWORLD, NOT A STORYLINE
   MULTI-PLATFORM NOT CROSS-PLATFORM
   BLURRING ONLINE/OFFLINE THROUGH DIGITAL
   PARTICIPATORY EXPERIENCES
   BUILT-IN GAME MECHANICS
   AUDIENCE DRIVEN NARRATIVE
   NEW WAYS TO DISTRIBUTE STORIES
The End of TV as We Know It & The Birth of Transmedia
The End of TV as We Know It & The Birth of Transmedia
The End of TV as We Know It & The Birth of Transmedia
The End of TV as We Know It & The Birth of Transmedia
CAMPAIGN   COMPETITION   MOVEMENT
CULTURAL     GAME      NARRATIVE
 TRUTH     MECHANICS    DESIGN
CULTURAL TRUTH
               • IDENTIFYING THE STORY’S BEST SELF
               • CREATING TENSION WITH & WITHIN CONTENT
               • UNDERSTANDING AUDIENCE’S ACCEPTANCE




    GAME MECHANICS                        NARRATIVE DESIGN
• NOT GAMIFICATION, USING GAME MECH     • BLENDING  NARRATIVE TYPES
• PLAY = STORY                          • ROLE OF STORY ELEMENTS
• COLLABORATION + COMPETITION           • INTERLINK, INTERTWINE STORIES
• REWARDING EXPERIENCES                 • BUILDING IN PARTICIPATION
CULTURAL
             TRUTH




  GAME                 NARRATIVE
MECHANICS               DESIGN
CULTURAL
             TRUTH


   THE CONSTANT
             S T O RY


             TRANS
             MEDIA

             S T O RY


  GAME                  NARRATIVE
MECHANICS                DESIGN
OUR VARIABLES
SCREEN APPROACH       GAMIFYING         CAMPAIGN TACTICS     DISTRIBUTION
  MULTI SCREEN        ROLE-PLAYING       TV SPOTS/CINEMA    CROSS-CHANNEL
   COHERENCE              TURNS               PRINT           ON-DEMAND
SYNCHRONIZATION            TIME               RADIO         OPEND-SOURCED
COMPLEMENTARITY          PUZZLES                PR               PAID
  SIMULTANEITY          CATCH-UP              DIRECT            OWNER
                      VICTORY/LOSS             OOH             EARNED

STORY ELEMENTS          OFFLINE             ONLINE         ROLE OF AUDIENCE
     LINEAR               RETAIL             SOCIAL          PERSONALIZED
   NON-LINEAR          LIVE EVENTS           MOBILE           CUSTOMIZED
       ARG          THE “LIVING ROOM”     ECOMMERCE          OPEN-DIALOGUE
  MYTH-BUILDING       MERCHANDISE             DATA           LEAN-FORWARD
OBJECTS/ARTIFACTS    ROLE OF ONLINE      ROLE OF OFFLINE   PARTICIPATION LEVEL
   CHARACTERS
CULTURAL
             TRUTH


  THE VARIABLES
             S T O RY


             TRANS
             MEDIA

             S T O RY


  GAME                  NARRATIVE
MECHANICS                DESIGN
CULTURAL
                              TRUTH
                              CAMPAIGN
                               TACTICS


                  DISTRI-
                  BUTION                  ONLINE
                              S T O RY



             SCREEN           TRANS            OFFLINE
            APPROACH
                              MEDIA

                              S T O RY
                                           STORY
                 GAMIFYING
                                         ELEMENTS

  GAME                         ROLE OF
                                                         NARRATIVE
MECHANICS                     AUDIENCE
                                                          DESIGN
CULTURAL
                              TRUTH
                              CAMPAIGN
                               TACTICS


                  DISTRI-
                  BUTION                  ONLINE
                              S T O RY



             SCREEN           TRANS            OFFLINE
            APPROACH
                              MEDIA

                              S T O RY
                                           STORY
                 GAMIFYING
                                         ELEMENTS

  GAME                         ROLE OF
                                                         NARRATIVE
MECHANICS                     AUDIENCE
                                                          DESIGN
BRANDS SHOULD BE THINKING...
HOW TO CONTEXTUALIZE THEMSELVES
MESH MEDIA TO INVITE THE CONSUMER INTO THE EXPERIENCE
CREATE ENTERTAINMENT VIA CO-CREATION OR ORIGINAL PRODUCTION
BUILD CULTURAL EQUITY
PROVIDE UTILITY
FACILITATE AUDIENCE DRIVEN NARRATIVES
HAVE OWNERSHIP OF CONTENT
PREDICTIONS
THE TRADITIONAL
    MEDIA MODEL
WILL NO LONGER EXIST
THERE WILL BE
A PRICING MODEL
        BUILT ON
       AUDIENCE
    ENGAGEMENT
PREMIUM CONTENT
WILL BE PUSHED TO BRANDED
  APPLICATIONS RESIDING
 ACROSS ALL PERSONALIZED
    CONSUMER SCREENS
WE WILL SEE THE RISE OF
   MICRO CONTENT...
...WHICH WILL BE
EMBEDDED WITHIN VIDEO
  AND ACCESSIBLE TO
   CONSUMERS FOR
     A MICRO-COST
UTILITY WILL
REIGN ON THE
VALUE CHAIN
IT’S NOT ABOUT THE SECOND...
IT’S ABOUT THE INSTANT
PORTALS TO IMMERSIVE
STORYWORLDS WILL QUESTION
WHAT IS REAL...
WE WILL SEE CONTENT SHAPED BY
THE POWER OF HUMAN ALGORITHMS
OUR
INTERACTIONS
WILL BE
BRANDED
CREATIVE BOUNDARIES
WILL PUSH TECH-PLOITATION
STORY IS OUR CONSTANT.
TELLING IS OUR VARIABLE.
ENABLED BY DISRUPTIVE
INNOVATION, PROVIDING US
WITH A NEW SET OF
CREATIVE TOOLS.
AND THE FIRST SCREEN
PROVIDES A PARTICIPATORY
EXPERIENCE THAT BECOMES
A PART OF US ALL.
RU A STORY?
OR A TELLER?
TELL US.
  @DougScottOGILVY @OgilvyEnt
    DOUG SCOTT, PRESIDENT, OGILVYENTERTAINMENT


  @TheMattDoh
    MATT DOHERTY, TRANSMEDIA ARCHITECT, OGILVY

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