The End of TV as We Know It and The Birth of Transmedia

The attached presentation is from Doug Scott and Matt Doherty at Ogilvy Media.

Here is an excerpt from the slide share posting:
“Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today’s complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.

Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought a bought a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture.”

I appreciate how the authors mix storytelling for entertainment and branded storytelling into the same presentation path .  This meshes with my view of what marketing will look like in 10 years.  We’ll go from interruption to integration, from “sponsor” to “story contributor” and from a disconnected purchase path to instant commerce:  I saw it, I bought it.

The implications for marketers are huge, and also very exciting.

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USA Network Brings Advertisers into Its Social TV Journey

Excerpt from eMarketer’s interview with Jesse Redniss;

eMarketer: USA Network launched its own social platform, Character Chatter, two years ago. How have brands gotten involved in that platform?

Redniss: The Character Chatter platform has become the central hub for real-time participation while our shows are on. It’s an aggregation of real-time conversation from Facebook, Twitter, YouTube videos, Get Glue check-ins, Viggle check-ins; it continues to gain a lot of momentum and popularity. A lot of other networks are launching very similar community-building platforms. CBS just announced its CBS Connect platform, for example. We’re trying to bring brand advertisers into the conversation. When the Ford Fusion, for example, is integrated into an episode of “White Collar,” it’s then easy for us to promote that positioning or brand integration in platforms like Character Chatter. When working with advertisers we take a “created with” approach. We don’t want people to view something as an ad, we want people to view it as added content to their “White Collar” show experience.

(Tina) Redniss, and USA get it: marketing is moving from interuption to integration.  This requires marketers to understand stories and storytelling in order to facilitate the inclusion of the brand’s story into the character’s story.  Such a beautiful thing.


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5 reasons Myspace is making a comeback

(Excerpt from the article)

“There’s a need for a place where fans can go to interact with their favorite entertainers, listen to music, watch videos, share and discover cool stuff, and just connect,” Timberlake said at a news conference. “Myspace has the potential to be that place. Art is inspired by people and vice versa, so there’s a natural social component to entertainment. I’m excited to help revitalize Myspace by using its social media platform to bring artists and fans together in one community.”

5 reasons why Myspace is making a comeback:

  1. A new focus
  2. An ever-changing audience
  3. A much needed retooling
  4. A musical advantage
  5. A whole new attitude
IMO, Myspace is another example of the power of building a social platform for a like-minded community.  This is also the basis for Pinterests success, and the reason why Google+ has yet to hit a homerun.  Google is trying to be a generalist vs a specialist.
I go to Pinterest to hang-out with my chickie friends, Facebook for family, Linked-in for past/current co-workers, twitter for like-minded news/event junkies.
How about you?

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