transmedia lab

Disponible en ligne, la synthèse de l’étude BearingPoint et Médiamétrie intitulée “Transmedia, numérique, nouveaux comportements: le multimodèle comme nouvel horizon des médias ?” revient sur les enjeux induits par la révolution numérique sur notre consommation des media.

Premier constat, le taux de pénétration des postes TVs numériques ainsi que la durée moyenne d’écoute par individu est en progression. Pour autant, cette consommation est également marquée par une fragmentation constante des audiences avec la TNT et les offres délinéarisées notamment.

L’évolution du marché est donc marquée à la fois par

• une désintermédiation croissante obligeant à repenser la chaine de valeur.
• une offre multicanal complexifié, notamment marquée par des canaux traditionnels aux structures de coûts importantes et des canaux émergents aux revenus encore fragiles.
• une évolution dans le rapport au client, qui peut aujourd’hui mobiliser son propre réseau et interpeller directement les media sur leurs orientations éditoriales.
• une consommation asynchrone et délinéarisée obligeant à redéfinir les modes de productions et de distributions.

Pour répondre à ces défis, l’étude propose un modèle plus intégré à même de supporter l’évolution des modes de consommation: le 4C (Contenu, Canal, Contexte, Client). L’objectif est de coordonner  les différents canaux en valorisant la nature du contenu avec le contexte de sa consommation.

Ce modèle suppose néanmoins de repenser la manière de produire et diffuser les contenus au travers de quatre axes:

• Une meilleur coordination des offres éditoriales tenant compte des contextes de consommation et de la circulation d’audience
• Une maitrise des droits et des contenus afin de focaliser les investissements sur la fabrication de contenu distinctif à même de faire la différence face à la concurrence
• Une meilleure gestion de la relation au client via la multiplication des contacts et des échanges éditoriaux et commerciaux.
• La mise au point d’offres modulaires (abonnement, vente à l’acte) focalisées sur des cibles précises et dans un contexte de consommation défini (le “time to market”).

Vous pouvez retrouver la synthèse de cette étude en ligne.

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Seize the Media, is hosting the 8, 9, 10 September a training program in London.

Transmedia Next is aimed at experienced media practitioners with several years standing in the industry. This is not a project-based lab, it’s an in-depth look at the theory and practice of how to take film and television properties and extend them into the transmedia domain (online, mobile, games, live events, etc). We will cover transmedia development, writing, production and distribution.

You can see more details about the event here www.transmedianext.com. Plus we have a few surprises in store, including dropping delegates directly into a mini-transmedia experience!

Anita Ondine, CEO, Seize the Media

Power to the Pixel’s groundbreaking Pixel Market will take place  on 13 and 14 October 2010 in London.

We’re thrilled to  have now opened applications to find 20 of the world’s best cross-media  projects for The Pixel Market.

Selected teams will have the  opportunity to compete at The Pixel Pitch for the £6,000 Arte Pixel  Pitch Prize awarded by an international panel of judges and will attend the Pixel Meetings – a day of one-to-one business meetings with  potential investors and partners.

Entries are invited from  international producer-led teams who have projects at an advanced stage of  development and a strong track record in film, broadcast, interactive media or  other relevant creative industries.

The Pixel Market is  part of the annual Power to the Pixel Cross-Media Forum, 12 – 15  October, and is supported by the Media Programme of the European Union, ARTE  and The BFI London Film Festival.

Deadline for applications is 6th  August.
Further information can be found at Power to the Pixel’s website.

Liz Rosenthal est Fondatrice et Directrice de Power to the Pixel.

A sure sign that transmedia is developing and that things are about to take shape, Transmedia Lab was invited to a series of events before the summer vacations.

According to your tastes, transmedia was discussed on the following occasions:

• Connected TV was the theme of the Afdesi conference, with the topic: European perspectives for interactive TV; Transmedia Lab participated in the Interactive Storytelling panel (Monday June 28^th)

• Television Advertising and new digital media at SNPTV’s Summer University; Transmedia Lab organized a round table of experts around the theme of transmedia and brands (Tuesday June 29^th)

• A reflection on consumers and brands; ETO DAY ON/OFF 2010 event organized by Emery Doligné; Transmedia Lab discussed how brands can reinvent themselves with content “making the relationship between consumers and brands into a fairytale” (Thursday July 1^st)

• A discussion on the relations between television and the web from an economic, legal and creative angle; entitled “TV vs Web: the big bluff?”, this debate was organized during the annual D2A conference (Audiovisual Law and Administration Masters); Transmedia Lab joined a panel of creators, producers, broadcasters and sociologists (Monday July 5^th)

• Comics were discussed at the Summer University of the “Cité internationale de la bande dessinée et de l’image”. The theme was “transmedia, crossmedia and global media: from the single album to multiple screens”. Transmedia Lab participated in the round table entitled: “screen professionals and transmedia” (Tusday July 6^th)

The first support workshop for the 5 winners of the transmedia call for projects took place on November 4^th. The participants were the five winning projects, intervening experts invited by the TM lab, early transmedia-philes (producers, scriptwriters, TV channels, web agencies,…who already attended the barcamp), eager to learn more and bring their support to the projects.

Everyone agreed it was a total success, an important moment for our development thanks to the quality of the projects and of the interventions, the freedom of the tone, the creative spirit and the desire to build something together that came out. With regards to that, Bénédicte Lesage de Mascaret wrote us this note which is worth all the rewards in the world: “Thank you again for the quality of yesterday’s event, it brought together creativity, competence and the desire to create transmedia projects. A great opportunity for us to reinvent new ways of telling stories, other stories.”

After a morning session with the 5 projects including a pitch and a series of questions and answers, which allowed each project to benefit from the perspective of others, the afternoon was dedicated to a transmedia immersion with the following interventions:

-          Sociology and audiovisual uses (Fabien Granjon, Orange Lab)

-          ARG (Michel Reilhac, Arte; Julien Aubert, Fait Moi Jouer)

-          Transmedia storytelling (Transmedia Lab)

-          Transmedia Web: zoom on the a website, Gaza Sderot (Upian)

-          Transmedia Mobile: Mobile opportunities for transmedia (Esther Adler, Orange Lab)

-          Development of a digital community around a content (Charles Liebert, Orange Vallée)

A second series of workshops was dedicated to the enriching of the story and its implementation on the different media, one project at a time. The new meeting on November 26 allowed us to tackle the following subjects:

-          Participation of the internet users and contend development, linking with the brands (Albertolli Sandra, ex Dailymotion)

-          Transmedia Web: analysis of website contents, review of present functions, zoom on the video player (Transmedia Lab)

-          Structure of a viral script. Zoom on the communities that we can create around the 5 projects (Charles Liebert – Orange Vallée)

-          Study of the uses based on series’ fans (Sandrine Ville) and review of a series’ fan wiki: Lostpedia (Karima Rafes and Transmedia Lab)

By the end of January, 4 workshops will have taken place with the 5 winning projects: transmedia immersion, transmedia story and system, participation, community and tools, finalizing the transmedia project and financing strategy. (more…)

On October 22^nd 2009 we made the final selection from the transmedia call for projects initiated by Orange Vallee’s Transmedia Lab and consecrating the emergence of a new form of audiovisual creativity. This first edition revealed a very creative selection of great quality and remarkable diversity.

The 11 teams selected came to pitch their project in front of a diverse jury of audiovisual and Internet professionals. We would like to thank all the teams for the quality of their presentation and their preparation for this delicate exercise. At the end of the day, the jury debated to choose five winning projects that will be followed in their development process.

This selection closes the transmedia call for projects launched by Orange Transmedia Lab in early July. When we launched this call, Xavier Couture wrote: “The uses of the audiences and the consumers are changing. They naturally go from one media to another, following their favorite contents on different screens. Orange wants to encourage this evolution and give an impulse for the creation of natively transmedia projects”. The participation and the technologies are the bases of new forms of creation for authors: “Be ready technologists, creatives are back!”. Transmedia Lab has the vocation and the goal of creating a creative spark with the transmedia call for projects.

The spark lit a fire and 72 projects were submitted to Transmedia Lab in September. If we consider that they were answered by multi-disciplinary teams of 3-$ people, it’s almost 300 professionals in the creative field that answered the transmedia call for projects!

Beyond the numbers, two points made us especially proud:

-          the quality of the projects confirms that transmedia is a source of creativity for authors

-          the projects covered a great variety of domains: fiction, documentary, games, evens, for very different audience targets… and a mix of processes: web, mobile, tv, cinema, videogames, etc… proving the openness of transmedia to multiple contexts.

The 5 winning projects are great examples of this variety of transmedia themes:

-          “The American Eye” (“L’Oeil Americain”): a police series immersing the audience into a bank robbery (Production: La Générale de Production – Authors: Gregory Magne and Stéphane Viard)

-          “Because the Night”: a romantic comedy with suspense (Production: Bridges Films – Author: Julien Capron)

-          “Ouiki TV”: a comedy news program with a twist (Authors: Catherine Cuenca and François Cora)

-          “Numerus Clausus”: a suspense comedy taking place in a hospital (Production: Mascaret Films – Authors: Brice Homs and Alexis Nolent)

-          “The lost child” (“L’enfant perdue”): a fiction mixing intrigue and digital information (Authors: Emilie Tarascou, Simon Kansara, Pablo Sala Hourcadette)

A 4 months intense development phase now begins to help the winning projects in their transmedia writing and the Transmedia Lab has planned a series of workshops and expert interventions to enrich these projects. “We came together to take on this challenge, make it an opportunity for imagination and allow each and every one to contemplate the numeric world as a vast playing field to create and invent by breaking down the old borders!” concludes Xavier Couture.

The Transmedia Lab jury was presided by Xavier Couture, Orange Director of Content. This jury represents several professions and includes personalities recognized for their competence and their openness to innovative formats: Frédérique Dumas (Studio 37), Michel Reilhac (Arte cinéma and Pixel), Eleanor Coleman (TF1 Jeunesse et Nouveaux Médias), Harold Valentin (France Télévisions Fiction), Philippe Bony (M6 Fiction, Jeunesse, Cinéma, Sport), Vincent Solignac (Scriptwriter), David Tomaszewski (Director), Martin Rogard (2.0, Dailymotion), Patrick Eveno (CITIA, Festival d’animation d’Annecy), Liz Rosenthal (Power to the Pixel -UK) and Jean-Louis Constanza (Orange Vallée). (more…)

On October 22^nd 2009, the final selection of the transmedia call for projects initiated by Orange Vallée’s Transmedia Lab will take place. The 11 teams will come to present their projects in front of a jury of audiovisual and Internet professionals. After that, up to five winning projects will be supported in their development.

Let’s go back for a moment, to the context of the transmedia call for projects launched in early July. Back then, Xavier Couture wrote in his blog post: “The uses of the audience and the consumers are changing. Naturally going from one media to another, they are following their favorite content universes across every screen. Orange wants to support this evolution and give an impulse to the creation of natively transmedia programs”. The participation and the technologies are sources of new forms of creation for authors: “Get ready technologists, creatives are back!”. Transmedia Lab has this mission, and our goal was to initiate the creative spark with the transmedia call for projects. (more…)

69, “the beautiful year” said Gainsbourg!

For us, this will remain the symbolic number of your desire for transmedia. We have received 69 projects: without revealing anything, the domains covered are rich: fiction, documentary, games etc, and other creations that I couldn’t summarize in one word because of their originality. The transmedialab.org mailbox didn’t explode even if some projects were literally very heavy: the consolidation of the call for projects gave many GOs…

But it’s not so much these quantitative elements that moved those teams and we felt that throughout our interactions. We are very touched by that, thank you. It would seem that Xavier’s post on “taking on Moore” was taken literally!

Your trust in us is giving us a sense of responsibility for the respect of the projects’ confidentiality and the selection process that is beginning. Choosing will be no easy task for our jury and we want to undertake it with the utmost professionalism, this is why we’ve created a jury that brings together competencies, diversity, and of course, interest in transmedia.

In parallel, we’re preparing the next step for the co-development of projects. Our intention is to provide efficient support in a framework that will allow creativity to express itself and for the transmedia project to take flight. It’s an ambitious bet to revisit the creative framework and to build a proposal for a new path that we can follow for the next 3-4 months of work on these projects: what motivates us already is the multi-disciplinary nature of our teams which is a source of creativity.

Call for submissions of transmedia projects

Transmedia lab is organising a call for submissions of transmedia projects to allow creative professionals to get together, to select up to 5 projects in order to finalize them

Schedule :

• - Presenting the project to the press and professionals: 7th of July 2009
• - The deadline for giving your projects is: 9th of September 2009
• - The preselected candidates can pitch their ideas during the week of 19th to 23rd October 2009
• - The end of the laureate selection, including the pitches: 23rd of October 2009

Please send your applications and any questions you may have to the following e-mail address contact ‘at’ transmedialab.org

Download the call for submissions of transmedia projects (pdf)

Barcamp

Transmedia lab is organizing a barcamp Saturday the 29th of August at Cartonnerie de Paris ; 159 rue Saint Maur 75011 Paris.

Sign up at contact ‘at’ transmedialab.org or
http://barcamp.org

Amaury Boulanger, responsable marketing. Transmedia Lab.