A presentation by Gary Hayes given as part of the Digital Content Morning at the Trilateral KANZ Broadband Summit in Seoul on 19 June 2008. It looks at the emerging nature of Social Media Entertainment but focuses on how creative professionals can keep up with 'the crowd'.
Film, TV and Radio are early types of non-participatory, localised, social media content but interactive digital experiences are inherently global. LAMP, forward thinking companies and other Australian initiatives develops new multi-platform services that reach out to international markets - video sharing communities, social virtual worlds, alternate reality games, locative stories, simulations and newer hybrid forms. Gary looks at Australian successes of the collision of animation, online games, film, mobile, broadband web and social media applications and the potential for co-development and cross-training between NZ, Korea and Australia.
Transcript on Gary's blog personalizemedia http://tinyurl.com/4vzaev
1. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
An nyoung
Hello
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
2. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
My perspective
Service provider, content producer, strategist, director, web 2.0 ‘generator’
•Interactive and Broadband TV - BBC 8 years Senior Development Producer
•Personalisation / standards - TV-Anytime, MPEG. Working Group Chair
•Advanced Media Trainer - LAMP Director
•Social Virtual World Producer - Head of Virtual Worlds, The Project Factory
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
3. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Innovating Global Social
Media Experiences
and collaborative entertainment production
Gary Hayes
Director LAMP @ Australian Film TV Radio School
Head of Virtual Worlds, The Project Factory
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
4. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
social media wired revolution
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
5. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
social media enables
broadband. Not the
other way round
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
6. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
we will share who
we are, our stories,
naturally
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
7. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
They will decide, not us
Community Created Content (CCC)
84 percent of Australian and 88 percent of New Zealand internet users use
Web 2.01 for sharing content such as photos, links and video
Community Consumed Media
83% in Australia and 88% in New Zealand
Community Consumed Video
Around 78 percent of Australians and 76 percent of New Zealanders
download and stream audio and video content.
CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION? Nielsen 26 February 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
8. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
born to be wired
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
9. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
the old way
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
10. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
The Audience The Creative Industry
Take risks Take very little risk
24/7 development - global 9 to 5 - local
Iterative & quick Tightly project managed & slow
Meets their own changing needs Designed to make money
Create tools to organically change the product One product at a time
Build on the shoulders Unsuccessful products rejected - start again
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
11. Innovating Global Social Media Experiences and Collaborative Entertainment Production
playful
KANZ Broadband Summit, Seoul 18/19 Jun 2008
content
R&D
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
12. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
13. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
14. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
“I think we're on a threshold of a new way to tell
stories... It's a form of entertainment that's not a game
and it's not a film. It's a filmic game experience.”
Peter Jackson
Lord of the Rings etc:
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
16. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Building a Creative Innovation Economy, A Cultural Ministers Council
report from February of this year.
“The creative sector must engage with the community to ensure ongoing
support and survival in a global environment where there is increasing
competition for consumers’ disposable time and dollars from an ever-
expanding choice of leisure services and products. In this sense, user
created content on social media web services such as YouTube and
MySpace can be seen as competition for cultural audiences’ attention.
The Australian Film, Television and Radio School’s Laboratory of
Advanced Media Production (LAMP) is another example of an innovative
approach to training. The program enables the conception and
development of multimedia content and services in a live-in setting,
facilitating collaboration between project teams and mentors. The four
stage process equips participants with the tools they need to create
compelling interactive content that meets the needs of their audiences and
marketplaces. LAMP offers participants a healthy mix of creativity,
business awareness, technical skills and audience awareness.”
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
17. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Collaborative
Development
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
18. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
LAMP comes from a long tradition of creative hothouses
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
19. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
20. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
2 min video
first 3 years of LAMP
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
21. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Portable Ghosts - NZ Master Raindrop - NZ
Thursday’s Fictions Wild Ark
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
22. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Projects during the Dec 2005 ABC Residential
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
23. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Laboratory for Advanced Media Production
Developing links with industry partners
Incubating innovative digital cross platform projects -
mobile, broadband PC/TV, IPTV, PVR, MUVEs and beyond
Testbed deployment partners
Development partners including state agencies
International partnerships - AFI (US), European labs,
BBC Innovation
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
24. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
25. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
•I can highly recommend LAMP to anyone with a great idea looking to
turn it into a success.
•It was a totally immersive and focused, overwhelming experience -
nothing like Iʼve experienced before
•The impossible is possible
•It was a wonderful creative experience where I believe we were able to
generate a wealth of truly new ideas. Marvellous!
•A creative vibrant practical atmosphere
•The lab exceeded my expectations...The way everyone helped each
other out in an environment that was friendly, affectionate and creative
allowed us to take our project in ways never thought of before.
•This has definitely been one of the best experiences of my life.
Thankyou!
•I loved loved loved it!
•Concept of LAMP is wonderful and it was above and beyond expectation
•LAMP helped solidify confidence in the concept and creating a truly
viable cross media platform
•LAMP 08 was the most amazing professional development experience of
my life!
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
26. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Experience Design
Role of media producers to create compelling immersive
entertainment experiences for global audiences
Producer as aggregator of content/curator - creating the
conditions to activate audiences
Democratisation of the media
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
27. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
More than half of the
online world population
though are in Social
Virtual Worlds
Estimated industry in 2011
is around 10.5 Bill
SVWs though are about
AGENCY & EMPOWER
POPULATIONS
56% of Australians prefer
to play games with each
other online.
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
28. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
BigPond ABC Island
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
29. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
30. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
31. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
32. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
33. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
quot;Alongside it's world renowned TV and Film courses, AFTRS is developing a
range of foundational and specialised graduate courses that will explore
games, virtual environments and innovative new forms. They will explore the
link between story and participatory applications and how interactive media can
be made more 'cinematic' and immersive. At post graduate level it is planning
to offer a project based course that encourages pioneering projects and
inspires innovation.quot;
Thanks to ABC TV Good Game for feature on AFTRS machinima
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
34. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
What happens when 1/3 country is on broadband?
broadband subscribers per 100 inhabitants nb: 2008 onwards projected
40
30
20
10
Korea
Australia
New Zealand
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
35. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
international
content
R&D
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
36. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
KOREA NEW
ZEALAND
international
content
R&D
AUSTRALIA
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
37. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Kamsa hamnida
Thank you
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
38. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com
39. Innovating Global Social Media Experiences and Collaborative Entertainment Production
KANZ Broadband Summit, Seoul 18/19 Jun 2008
Gary Hayes, Director LAMP @ AFTRS & Head of Virtual Worlds, The Project Factory
gary.hayes@aftrs.edu.au gary@theprojectfactory.com - blogs lamp.edu.au & www.personalizemedia.com