The Conducttr Conference 2014

Keith Johnson

Creative storytellers - Open your imagination to two-screen ideas

@syncscreen

#cdttr2014

©SyncScreen 2013/2014 Proprietary & Confidential

SYNC-SCREEN

©SyncScreen 2013/2014 Proprietary & Confidential

SYNCSCREEN IS ALL ABOUT BRIDGING THE CREATIVE DIVIDE BETWEEN TV AND MOBILE AND

DIGITAL MEDIA

©SyncScreen 2013/2014 Proprietary & Confidential

NOT JUST TV / VIDEO

IT’S ALL ABOUT THE AUDIO

©SyncScreen 2013/2014 Proprietary & Confidential

SECOND SCREEN

©SyncScreen 2013/2014 Proprietary & Confidential

SO CALLED “SECOND SCREEN”

IS NOT A CONSUMER

PROPOSITION

©SyncScreen 2013/2014 Proprietary & Confidential

SO CALLED “SECOND SCREEN”

CAN NOT TRULY ENGAGE THE EMOTIONS

©SyncScreen 2013/2014 Proprietary & Confidential

IMAGINE!

©SyncScreen 2013/2014 Proprietary & Confidential

THE HARMONY GAMEJennifer Lebeau

2011 documentary for BBC ‘Imagine’, Alan Yentob

THE DISHARMONY GAME

IMAGINE ..... AN IMAGINATION GAP

The advent of so-called “second-screen” TV apps has surfaced a creative problem that prevents this harmony from organically happening

It has exposed the imagination gap that exists in TV formats for the connected generation and the lack of relevant creative and production skills to begin to address it.

©SyncScreen 2013/2014 Proprietary & Confidential

THE TWO-SCREEN TV HARMONY GAME

“If audiences find a 2-screen experience either confusing or distracting – it’s clearly not working”

©SyncScreen 2013/2014 Proprietary & Confidential

IMAGINE.......THE BOXERContent + production + performance

- Great lyrics, story-telling- Great melody and arrangement- Collaborative creative process / musicality - Commitment to the highest production values- Innovation to push the sound boundaries - Know-how and execution- Quality team

Complete production and performance harmony to make a great song into a great record

©SyncScreen 2013/2014 Proprietary & Confidential

Transmedia Storytellers!

Abandon the notion of so called “second-screen” and think about extra layers on the core narrative that can sit across devices

©SyncScreen 2013/2014 Proprietary & Confidential

IMAGINE .........

WELL DESIGNED TWO-SCREEN TV EXPERIENCES WILL CREATE

CHANGES IN TV VIEWING BEHAVIOURS

©SyncScreen 2013/2014 Proprietary & Confidential

WE UNDERSTAND:THE CREATIVE INDUSTRY NEEDS

EDITORIAL TOOLS TO ENABLE DUAL SCREEN TO BECOME A MAJOR PART

OF MAINSTREAM TV INDUSTRY

WE ARE DELIVERING:CONCEPT DEVELOPMENT TOOLS PILOTING & TESTING TOOLS

PRODUCTION WORK FLOW TOOLS

©SyncScreen 2013/2014 Proprietary & Confidential

PLAY ALONG TV

Video

©SyncScreen 2013/2014 Proprietary & Confidential

REFRESH FORMATS WITH PLAY-ALONG INTERACTIVITY

CREATE NEW SYNCHRONOUS FORMATS

**CREATE AUDIENCE VALUEFOR THEIR PARTICATION**

Video

©SyncScreen 2013/2014 Proprietary & Confidential

WELL CONCEIVED SYNCHRONOUS

PARTICIPATION DOES ENGAGE

THE TV AUDIENCE

©SyncScreen 2013/2014 Proprietary & Confidential

It’s still a TV viewing experience first and foremost! Avoid confusion and distraction Avoid duplication – synchronised events must

compliment the show Multi-sensory input is fine but must be sympathetic Build in the time for audience to think and complete

actions Don’t overwhelm the audience by over-burdening them Be aware of the cognitive load

SCREENS IN HARMONY

Be clear on desired user experience Be clear on objectives Be clear on desired audience rewards and benefits for their participation

Be sure to create added value content - multi-sensory input is fine but must be sympathetic

Optimise the audience effect of real time synch technology

CREATIVE PLANNING

©SyncScreen 2013/2014 Proprietary & Confidential

Seek to seamlessly extend the story beyond the linear show

Involve the audience Build in the time for audience to think and

complete actions Don’t overwhelm the audience by over-

burdening them Be aware of the cognitive load

NARRATIVE CONSIDERATIONS

©SyncScreen 2013/2014 Proprietary & Confidential

The right two-screen content will add value for the audience

Rewarding Supplementary Commercial Educational Social Entertaining Offline, for later

NEXT GENERATION TV

Seek to seamlessly extend the story beyond the linear show with concurrent storylines Allow people to be part of the story, to interact with itBe flexible, allow the story to take unexpected turns Integrate social media Use the real-time synch tech to build conversations

Conducttr / SyncScreen demo app

CRAFTING A TWO-SCREEN STORY

The Conducttr Conference 2014

Keith Johnson

THANK YOU!

@syncscreen

#cdttr2014