Creative Media Concepts

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Creative Media Concepts

• Saatchi Saatchi

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Credentials

• Creative TV Producer, working in Interactive
  Television
• Looking at how we can exploit the medium to
  create engaging experiences for consumers
• The issues we are confronting are the same across
  new Digital Media

Saatchi Saatchi
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Work

• TV Banking HSBC on Open
• Interactive Advertising Oil of Olay on
  Open Pampers on Open Jammie Dodgers on
  Yes Television and XTV Next Generation STB
• Consultancy Gtech,Stimuli Telenet

Saatchi Saatchi
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Creative Media Concepts

• What Digital Media offers
• Specialisation and Diversity
• Changed Relationships
• Narrative Structure
• Audience Expectations
• Broadcaster Expectations
• Future Directions
• Effective Interactivity
• The Medium

Saatchi Saatchi
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Opportunities in Digital Media

• We can engage new audiences
• We can enhance existing pieces
• We can tell new types of stories

Saatchi Saatchi
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Specialisation Vs. Diversity

• SPECIALISATION
  a thorough understanding of one medium or
  technique
• DIVERSITY
  working across multiple platforms

Saatchi Saatchi
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Example Cross Media Flash
Web Technology
Flash for TV
Broadcast Technology
Next Generation STB / Browsers
Interactive TV Technology
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Benefits of this approach

• Attractive Financially
• Positions companies as Future Facing -
  encompassing diversity and cutting edge
  technologies -
  If they buy into the concepts

Saatchi Saatchi
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Changed Relationships

• Key Development - INTERACTIVITY
• Sit Back / Sit Forward Technologies - users
  primary desire is to be entertained, but they
  want to choose to interact on their own terms
• The Creative Challenge is to integrate these twin
  desires

Saatchi Saatchi
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Challenge 1
Technology needs to provide a structure within
which the user can move between narrative streams
- without the experience becoming disjointed
Saatchi Saatchi
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Challenge 2
Creative work needs to address a wide range of
user expectations and provide a series of
narratives to cover all potential routes through
a service
Saatchi Saatchi
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Classic Narrative Structure
Equilibrium
Saatchi Saatchi
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Classic Narrative Structure
Equilibrium
Saatchi Saatchi
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Classic Narrative Structure
Equilibrium
Disruption
Saatchi Saatchi
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Classic Narrative Structure
Equilibrium
Disruption
Resolution
Saatchi Saatchi
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Classic Narrative Structure
Equilibrium
Disruption
Resolution
New Equilibrium
Saatchi Saatchi
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Narrative Structure

• Accepted form for delivery of entertainment and
  information
• Challenging work can be produced within this
  framework
• Narrative structure should be treated as a
  language - many different constructs can be
  created within its boundaries

BUT
Saatchi Saatchi
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Use the framework...

• To provide Extras to the main narrative
• Further Information
• Extra layers of narrative
• Allow the user to discover it for themselves

HOW
Saatchi Saatchi
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Why does this matter?
Saatchi Saatchi
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Audience Expectations

• BMRB Research -
  Audience tolerance for
  advertising is falling rapidly, less than 50 of
  audience now expect to be entertained by
  advertising
• Therefore Creative Work needs to find new ways to
  relate to the audience

Saatchi Saatchi
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Broadcaster Expectations

• As Advertising revenues fall, Broadcasters look
  at other ways to fund their operations
• Cable and Satellite operators have long viewed
  their audience as revenue drivers

Saatchi Saatchi
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Broadcaster Expectations

• Dawn Airey, CEO of Channel 5, has talked of
  monetising her audience - i.e. maximising
  income from each viewer

Saatchi Saatchi
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If they the audience trust us with their
leisure time, we have to ask what else we can
sell them. It is an interesting issue.
Dawn Airey, August 2001
Saatchi Saatchi
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Changed Expectations create New Opportunities
Saatchi Saatchi
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Unique Strengths of Digital Media

• Direct link between the producer and the
  audience
  - either through
• Interactivity
• Tracking of navigation routes

Both aid understanding between user and provider
Saatchi Saatchi
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But there is still work to do...

• Understand what the consumer wants
• Examine how we can open a dialogue between
  consumers and producers
• Use the strengths of the medium
• Apply learnings to future work - in terms of both
  creative and technical work

Saatchi Saatchi
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Future Directions

• True Interactivity
• Stories, or narratives, are just ways of engaging
  audiences in a performance of one type or
  another.
• Once you relate to its story, a connection is
  made and youre hooked.

Saatchi Saatchi
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Future Directions

• What if you can play with this story?
• Or have a conversation?
• Interactive describes this type of experience.
• It defines an experience as active and
  participatory.

Saatchi Saatchi
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Effective Interactivity

• Subject Participant
• Investment
• Participation
• Change
• Awareness of Effects (Reward)
• Accumulation of Effects (History)

Saatchi Saatchi
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The Medium

• Narrative also has to constructively engage the
  medium of delivery.
• Just as film has developed a language as the
  medium has grown up
• Or found the most effective ways to utilise the
  mediums strengths.

Saatchi Saatchi
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The Medium

• The main tasks facing the digital creative is
  finding the strongest means of delivering a
  variety of work in a wide range of media.
• Television is different to the Internet the
  Internet is different to film and print.

Saatchi Saatchi
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The Medium

• Yet currently many digital media solutions are
  simply a mish-mash of techniques developed for
  other media.

Saatchi Saatchi
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Conclusion
When we engage the question of the medium itself,
we also address the issue of narrative and truly
begin to understand the potential of new media
forms.
Saatchi Saatchi