Convergence: The Reality
(c) Peter D. Marshall
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.
Copyright (c) 2001 Peter D. Marshall / All Rights Reserved
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