Convergence: The New Media
Reality
Peter D. Marshall
"Convergence: The Reality." This was the main
topic at the Lights! Camera! Convergence! Symposium in Vancouver BC on
January 27-28, 2001.
The panel consisted of representatives from
companies on the cutting edge of the digital evolution: interactive
media, HDTV, visual effects, streaming media and post-production
services for the film and television industry.
Steve Billinger, from ExtendMedia:
http://www.extend.com./1_relaunch.htm gave the opening address and the
panel discussion after gave us a peek into the future of the New Media
and how filmmakers can use this new technology to shoot, edit and
market our own films and videos.
Here is a capsulized version of this panel
discussion.
1) Content is still king! This is the
bottom-line. All the technologies that exist today, and in the future,
are there to help you produce and distribute your content (the story)
to an audience. And this content creation will have to come from you!
As filmmakers, it is our job to create this
vision, but with New Media comes New Rules. Your story has to be
designed for maximum emotion from the audience and they have to want to
see more of it
and to interact with it in as many places as possible. This is the goal
of today's New Media Filmmakers (or should I say, the goal of today's
"New Media Content Creaters.")
We have to find stories that (a) people will
want to interact with - think of "the Blair Witch Project", "The Rocky
Horror Picture Show" or even "Run Lola Run" - and (b) your content has
to be valuable for the audience - they have to get something from it
(Entertainment, News, Information etc.)
NOTE: According to an article in "The
Standard," entertainment is the most desired type of online content
among US online adults. And at least 40% of online entertainment users
access more than one type of content.
2) According to Steve Billinger, the goal of
interactive media "is to create a compelling, emotional experience for
your audience across multiple media (platforms) that results in a
consumer transaction."
The audience today is demanding more
interaction in their stories - they want to participate more. (Look at
the video game industry as an example.) If you want people to see your
story today (and pay to see it or buy products related to it) you have
to create a rich and detailed story world and find the best
media/platform to distribute it.
As the creator of your content, you need to
decide which platforms (media) are best suited for your individual
project. This means that your story has to be available in all possible
media platforms such as television, films, CD Rom, internet, video
games, books, newspapers & magazines, wireless devices, theme
parks, comic books, t-shirts etc. etc. etc!
3) Directors today have to work with the
technology - you have to collaborate with the technicians to help
create your story and distribute it to the right audience in as many
places as possible.
From the filmmakers point-of-view, it is
imperative that we understand the technology that now exits - but not
be afraid of it or let the New Media Technologies rule us.
Remember - Content is still everything! People
will still watch TV, search the Web, read a paper, play a video game
because of The Content! That is never going to change.
TIP: Looking for content to write and produce?
Talk to your kids - they are the ones who know what they want to watch.
| If you are a Film or
Television professional and would like to contribute your
expertise with filmmaking articles, tips or special reports, please
email me at: pdm@actioncutprint.com |
Copyright (c) 2000-2008
Peter D. Marshall/www.actioncutprint.com
pdm@actioncutprint.com
All Rights Reserved