Business Model What is the Business Model in Transmedia / Cross-media / Multi-platform / Digital...
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Transcript of Business Model What is the Business Model in Transmedia / Cross-media / Multi-platform / Digital...
@Triona_Campbell
Business Model
What is the Business Model in Transmedia / Cross-media / Multi-platform / Digital
(pick the buzzword of your choice) Content production?
• Paid by the Audience• Paid by Advertisers
Business Model
• Ad breaks.• Pre-rolls.• Sponsors.• Product placement.• Ad Funded programming.
Paid by Advertisers
• Live events (ticket sales).• Paid downloads (music, eBooks, videos).• Apps and Mobile Games.• Videogames.• Premium SMS / Calls.• Paid VoD.• Products (Books, DVDs, Toys, etc).• Crowdfunding.
Paid by the Audience
Financing Model vs Business Model
Financing Models
• Film and TV Broadcasters and Distributors are funders and marketers of the content produced, providing MGs against expectations of revenues on a territory by territory basis.
• Tax Credits and soft money is granted to producers based on distributors validation or Cultural merit of the creative work.
• Local or European content quotas increase the demand for local produced or co-produced content.
Why the established model works?
New on-line platforms (Youtube, Vimeo, Hulu, Facebook) and digital stores (App Store, iTunes, Amazon) allow producers to reach their clients on a global scale but (usually) don’t provide advances on revenues that could be used to finance production. So, how can I finance my project?
Why it doesn’t work for Cross-media?
Extending a TV/Film property
MOVIE or TV SERIES
Game
Website
Facebook Page
Licensed Products
Books
Sequels
Mobile Apps
Solution
• It’s still rare to find funding entities that will finance the full cross-media project.
• Funding is still organized on a platform by platform basis.
• Co-productions between producers from different territories and with companies with different skills are necessary to overcome funding limitations.
• Producers should prepare their sales pitches accordingly to this reality.
• New sources of funding are available for Feature Film / TV producers that want to extend their movies to other platforms:– Media Interactive (mainly apps and games)– Wallimage Interactive (Belgium)– Creative Scotland – Northern Ireland Screen– UK (several regional funds).– France (CNC)– Germany (Regional funds and Game funds)– Canada (several funds and regional funds and TAX Credits)– Hi5 for Kids.
The Funding Model
• These national and regional funds allow producers to partner (a new type of co-productions) with Game Developers and Digital Agencies to develop and create Games, Apps, Digital content that complements their movie.
• Funding can range from a 20k to 200k. • Additional “marketing” funding can be obtained to
promote the movie/TV series.• Additional content can be given away for free to generate
buzz or sold to audiences.
The Funding Model
• On-line VoD services are putting advances, commissioning or licensing content for their platforms: Hulu, Youtube, Netflix, Yahoo, Amazon, etc.
• In Europe, Youtube already gave advances to +60 production companies to develop professional made Youtube Channels.
• Advertisers and media agencies are also commissioning Web series to communicate their brand values.
• A few broadcasters and some existing Film/TV funds are starting to fund Web series as experimental productions.
The New Commissioners
• VC / Private Equity• National and regional game development funds• Digital publishers• Crowdfunding• Media Desk Denmark created a document with
sources of funding available in Europe for Games and other forms of digital content => http://alturl.com/tarzz
Videogame Finance
With an existing property and a community, producers are able to attract better licensing deals from traditional gatekeepers, as also advertising revenues from agents, brokers (eg: Youtube Partners program) or directly negotiating with media agencies.
Audience = Revenues
• Web/Mobile as your first media.• Seed it with content and grow the fan base.• Social Media creates engagement and allows
user participation.• Promote it on-line and off-line. Printed media
and Radio helps the marketing of the Web presence.
• After initial success, expand the property to other off-line medias: TV, Film, Books, Events, Licensed products, games, etc.
• Sell the format internationally.
Our Transmedia Plan
• Self-funding.• Development funding (e.g. Media Interactive).• Product placement / Sponsorship.• R&D Funding – Prototyping.
The Funding Model
The Funding Model
Contacts
@Triona_Campbell
www.facebook.com/transmediaguide