The new year makes last year's conversations even more pressing in many cases. One of the issues of great importance to content creators, advertisers, distributors and audiences that was covered in depth at the NAB Show New York Expo and Conference that took place at the Javits Center last November was the convergence of content, advertising and the growing number of screens. There were several outstanding speakers and panels but for the sake of brevity I will focus on the Keynote delivered by Brandon Berger of Ogilvy and Mather.
He listed ten things that must be considered in the present entertainment/advertising business today:
- Mobil is the main screen - Its not to say that mobile is the winner in our cross-screen world but it is causing a disruption in how movies and other content are distributed and created. Its more important than ever for content creators to consider how their products will be watched. According to an article in the Hollywood Reporter by Paul Bond (12/30/15), "Major Hollywood conglomerates lost nearly $50 billion in market value amid fears about changing TV viewing habits, with four of the big seven companies' stocks falling, while shares of Netflix and Amazon more than doubled."
- There is a democratization of distribution - This is true in one sense however, many content creators do not get compensated for their original work. Independents who post their content on the Internet or streaming services generally don't have the large advertising budgets to make sure their products stand out in the crowd.
- Competition is redefined - Now we have theatrical release, streaming, broadcast TV, cable TV and of course cell phones, notepads and computers. For example, according to Mr. Berger people are watching 2 hours and 57 minutes of content on cell phones, per day.
- He encourages distributors to allow their content to find its way to cross-platforms.
- Form defines the function - This goes back to knowing on what screens your content will be viewed.
- Storytelling is a survival skill, its the most important thing! - This is very close to my heart as a content creator. So much emphasis is being placed on technology now and expanded media, that storytelling stands the risk of being second class instead of the foundation of it all.
- Interrupting is rude - Commercials are everywhere. When VOD was beginning to take off everywhere you turned (or read) there were conversations regarding how to monetize this new avenue of distribution. Unfortunately they figured it out. Now that viewers are rebelling by skipping these dreaded commercial interruptions, advertisers are looking closer at storytelling within stories.
- Data is the new currency that tells us how and where people are viewing content.
- Scarcity - Actually I didn't take good notes for this topic but it has to do with audiences being alienated.
- Speed is everything - We are in an instant world and that is how we want our content for viewing.
These are items of importance that we must keep in mind. I really enjoyed the discussions on integrating advertising with content. We have moved from product placement, to branded entertainment, now product integration. As a writer/producer I see product integration as a way to raise capital for my works. In doing this its very important to seamlessly integrate a product (s) without compromising the story. Its been proven that products that become active parts of the story create emotional ties with consumers without interrupting their viewing experience.
So why aren't advertisers searching for talented screenwriters? Can you afford the top Hollywood writers?
On another note, the Garden State Film Festival, one of the biggest and most professional in New Jersey takes place in Atlantic City March 31st-April 3rd this year: www.gsff.org I have the honor of facilitating a panel on Film To Video that will examine the transition that's taking place in movie making. I am also in the process of developing an installation of the same name that will be on the premises for the duration of the festival. This is a great, reasonably priced festival that's a great deal of fun and headquartered at the Resorts Casino Hotel.
From me to you!
sevgenprod@gmail.com
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