The Television Landscape Transmedia Storytelling€¦ · Transmedia Storytelling Presenter Amie Mills - TVNZ “In the world of video, broadcasters and marketers now have many more

The Television Landscape

Transmedia Storytelling Presenter Amie Mills - TVNZ

“In the world of video, broadcasters and marketers now have many more opportunities to connect with people

in a way that is relevant to where and when they are watching.”

2015 NZ Multi-Screen Report (Nielsen)

Multimedia One story, many forms, one channel.

Crossmedia or multi-platform One story, many channels.

Transmedia One story world, many stories, forms, channels.

Well planned use of multiple media platforms to tell the story.

Architecture for dialogue for fans to engage with the story.

Digitally hard-wired

Dual-screen meshing

Bridging campaign

Platform extension

The D:Rig allows contributors to share their digital communications with the production team. The system comprises customised mobile phones which sends data back to a secure central server in near real time. The data is viewed and processed by a dedicated team of D:Rig researchers/producers, who use it to inform what observational documentary teams are filming on the ground. – Dimitri Doganis, co-exec producer

Over the three months filming period, the D:Rig system collected a total number of more than 200,000 data points from the 12 students.

“We're certainly seeing it as a new evolution in terms of the relationship between contributors and production teams, and it has the potential to change how observational documentary series are made. ”

– Dimitri Doganis, co-exec producer

“You can still watch the series passively and thoroughly enjoy it. It’s been written that way. But it’s also been written with a second screen not as an after-thought but as a tool to solving the crime, making for far more immersive and interactive viewing. ”

- Colin Delaney

Former media journalist for Mumbrella

Chris Warner’s bach, Christmas, secret Santa, a psychopath with a hero complex, a bomb, a burning inferno…

A great story

An interactive transmedia clue hunt to encourage viewers to speculate about the survivors and the victims of the fatal bomb blast.

The Idea

One of the biggest multi-screen opportunities is not simultaneous connections between screens, but rather ensuring a presence across screens to build multiple touch points and amplify content.

Colmar Brunton AdReaction survey

Driving from on-air to online

26,045 downloads 619,370 screen views 76% returning users (85%) 27m session duration #2 simulation game #2 strategy game

Engagement

Every platform is a musical instrument, playing a narrative symphony.

- Jeff Gomez

Thanks,