How to Cross Platform

How to Multi Platform

How to Multimedia

How to Transmedia

How to Not just the TV

How to do what we do

Introduction

• Managing Director (UK): The Project Factory

• Formerly Head of Interactive at Lion Television

• Credits there included: Britain from Above (BBC), History Detectives (PBS), Castaway 2007 (BBC), Horrible Histories (cbbc), The Hajj (Channel 4), Rough Guide (five), Britain’s Best (UKTV)

• Journalism degree, TV current affairs producer at Nine Network Australia, moved to NineMSN in 1999

• Digital Emmy, RTS, Digital Broadcast Award, History Maker, Learning on Screen, IVCA Award winner; BAFTA, BIMA nominated

• Mentor at Documentary Campus, AIDC, Banff NextMedia, American Film Institute’s Digital Content Lab

• Teach Multiplatform Production at Indie Training Fund

Kirsty Hunter

Introduction The Project Factory

Introduction

• Established in Sydney in 2005

• Digital Production company

• Produces website, apps, mobile experiences, virtual worlds, games, transmedia formats, social media, video content, installations

• Works with broadcasters, IP owners, brands and government

• Threefold strategy in UK• Bring Australian innovation to UK/Europe• Partner • Pitch original projects

• Criteria for work• Lucrative? • Innovative? • Builds IP?

The Project Factory

How to MultiplatformMultidisciplinary teams• Physically locate teams near each other• Have one senior staffer i.e. Series Producer who sits across all platformsShare roles/assets across platforms i.e. Archive producer, aerials, CGI,

branding

Communication• Regular team meetings• BaseCamp or similar project management space• Joint briefing of third parties i.e. Titles, Graphics, Archive

Teaming agreements• Be clear on relationships i.e. sub-contractor or partner• Teaming agreements from outset clarify budget, responsibilities etc

•Asset Management• Share all assets from research, scheduling and scripts to rushes, logs and

archives• Use BaseCamp or central database to store assets• Combine TV/Interactive budgets from outset to benefit from economies of

scale

How to Multiplatform

Schedules• No one platform is more important than the other • All deadlines are created equal. • Usually web deadlines will come first• Production managers shared across platforms

Deliverables• Can’t presume online deliverables will be same as TV• Often no need for masters just electronic delivery of files• Back up to data DVD• Deliver CMS or similar so client can continue to update site after handover• Clear for all media in perpetuity for archive• Get buyouts where possible for secondary market distribution

Relationship with client/broadcaster/publisher/brand• Regular project meetings with all stakeholders including Marketing, Publicity, Channel Promotion, Book Publishers.

• Clarify sign off process i.e. overall executive in charge

How to Multiplatform

Workflow• Spend time planning project workflow• Consider end deliverables• Operate off EditShare or similar• Share projects• Test encodes for client

How to Partner

Ownership• Be clear from start who owns what • If you are the technology partner do you own/licence the underlying platform?

• The content usually resides with client• Attach yourself to secondary productions

Costings• Discuss upfront the format, many TV companies baulk at high day rates• Build in contingency for scope creep

Credit• Discuss credit for awards, press releases etc• If you’re a sub contractor clear any public statements

Exit Strategy• Maintenance of project• Tehnical support• Assets handover, CMS, extracted for distribution

How to Think Big when the Budget is Small

Do One Thing Well• Pull out one key feature• Reuse existing assets and platforms

Client as partner• Discount fee and take rights• Create backend revenue stream and split upside

Words are final• Client provides finalised content, assets• Soft launch and iterate further during live period

Spend time on PR• Good ROI is to use as a showcase• Create a case study

TV Movie

Book DVDTV Movie Merchandise

App Website

Facebook GroupYouTubeChannel

Game

Twitter feed

Book DVDTV Movie Merchandise

App

Virtual World

Website

Facebook GroupYouTubeChannel

GamePodcasts Map

Twitter feed

Book DVD

SMS MMS

TV Movie Merchandise

App

Virtual World

Website

Facebook GroupYouTubeChannel

Game

Video

Podcasts Map

Twitter feed

Book DVD

Partwork

Event

Play

Interactive Billboard

Radio

Poetry

Music

Tour Magazine

Phone line

SMS MMS

TV Movie

Competition

Exhibition

Infographic

Lecture

Campaign

Merchandise

How to Keep Ahead

• Be ever curious

• Network

• Self Educate

• Subscribe to industry news

• Look outside your market

• Find creative chemistry

How to Stay Inspired

www.artofimmersion.com

How to Stay Inspired

www.keynotopia.com

How to Stay Inspired

www.thebeginning.blackeyedpeas.com/apps/

How to Stay Inspired

www.instagrid.me/kirstyhunter

How to Stay Inspired

www.youtube.com/watch?v=NugRZGDbPFU

How to Stay Inspired

How to Stay Inspired

How to Develop Ideas• Do Your Research

• Focus on BIG Ideas not series of small ones

• Start with NABC not just because you can

• Need• Audience• Benefit• Competition

• Be able to explain in 1 sentence

• Keep audience at centre of experience

How to

• Research their interests and objectives first

• Ascertain how much time you have

• Bring all the tech you need

• Sell in a BIG idea and then reinforce proposition with supporting evidence and assurances you can deliver

• Show off visual assets such as trailer, mocks, user journey

• Demo something ie. similar App, website, technology

• Be flexible and responsive

• PRACTICE!

Pitch

How to

• Tell a story

• Focus on the what and why and not too much on the how

• Dazzle with taster tape, mocks etc

• Avoid demo unless you have tech to project it

• Be purposefully broad, you never know who is listening

• If appropriate involve the audience

• Leave them wanting more!

• PRACTICE!

Pitch in Public

How to

• Infiltrate an industry

• Get to know them ie. Twitter, LinkedIn

• Be Shameless

• Flattery gets you a long way

• Go with some ideas

• Focus on core strengths

• Get introduced

Find Partners

How to

• Understand all parts of the cow ie. Thom Beers story

• Think laterally

• Run scenario through in different ways

• Build IP

• 60:40

• Work with experts

• Have a criteria

Make Money

Questions

Kirsty HunterManaging Director (UK) , The Project FactoryEmail: kirsty@theprojectfactory.comWeb: www.theprojectfactory.comTwitter: Kirsty_Hunter

Answers