This presentation introduces a new approach to entertainment at a conceptual level, with an emphasis on building worlds of intellectual properties rather than just isolated, mono-medium works.
Online Video: Threat or Opportunity (2012 NAB Show)
From Works to Worlds - Managing Worlds of Intellectual Property
1. FROM WORKS TO
Scott Walker
http://metascott.com
managing worlds of intellectual property
WORLDS
2. this presentation introduces a new approach to entertainment at a conceptual level.
its purpose is to generate discussion and encourage feedback as a way to further
explore new methods for entertainment creation, distribution, consumption, and
collaboration.
comments are welcome and appreciated: scott@metascott.com
3. Traditionally, commercial entertainment companies
have taken a single-medium approach to content,
prohibit audience participation in official content
creation, and grapple with industry-specific limitations.
4. Traditional Entertainment Model
Audience participation/
contribution to official
property not allowed
content sourced using a single-industry / single-medium approach
Film
Script FilmMovie
Studio
Strategy focuses on
single medium/work
Value-add normally
limited to one industry
TV
Script TV
ShowTelevision
Studio
Inquiry BookPublisher
5. Traditional Entertainment Model
Game
Movie
Studio
Video
Game
Dev.
/
Dist.
Film
Secondary extensions are
normally discrete,
disconnected rollouts
Canonical conflicts
are common
Audience participation/contribution to official property not allowed
additional platform rollouts (if any) are discrete, disconnected afterthoughts
TV
Script TV
Show
Strategy focuses on
single medium/work
Value-add normally
limited to one industry
Television
Studio
Inquiry BookPublisher
Film
Script FilmMovie
Studio
7. “What does digital content mean to publishers?”
“What does fan generated content mean to studios?”
“What does transmedia mean to networks?”
Important questions, to be sure, but there’s a more
insightful one to ask.
9. Going forward, entertainment should be an
exercise in managing intellectual property, not
just medium-specific content production.
A:
What does it all mean to entertainment?Q:
10. The digital landscape should be embraced.A:
What does it all mean to entertainment?Q:
11. Audiences should be invited to co-create value.A:
What does it all mean to entertainment?Q:
12. In short, approach entertainment from a more
comprehensive, intellectual property perspective.
13. New Entertainment Model
SOURCE
IP sourced from a medium-agnostic perspective but
evaluated on multi-platform potential.
Use a transmedia approach by viewing sourced content as
the foundation for a world, not just an isolated work.
Ensure marketing efforts align with and support all multi-
platform narrative extensions.
Each world component cross-markets and supports existing
world components.
MAP
IMPLEMENT
MANAGE
SUSTAIN Audience participation becomes an additional input for
managing and expanding the world IP.
every operational aspect of company is aimed at managing intellectual property
17. participation
SUSTAIN
the best consumer-generated content becomes (monetizable) canon
1 2
1 2
1
Games
Novels
Movie
unofficial consumer-generated content
official consumer-generated content
IP 3
New Entertainment Model
19. - medium-agnostic sourcing of content
- focus on developing IP worlds, not isolated works
- multi-platform valuation
- emphasis on digital distribution
- value co-creation through audience participation
While some aspects of entertainment would remain the
same, the key differences make all the difference:
20. this presentation inspired by:
Guy Gonzalez
(http://loudpoet.com/2010/10/05/the-ideal-21st-century-publisher-a-remix/)
&
Simon Pulman
(http://transmythology.com/2010/09/14/the-future-of-publishing/)
21. Title slide image: “Bubble World” by Eric Tastad [creative commons BY-NC-SA 2.0]
This presentation licensed under a Creative Commons Attribution 3.0 United States license.
To view a copy of this license, visit http://creativecommons.org/licenses/by/3.0/us/
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http://metascott.com