Tomorrow, I am doing a presentation at the Media Summit in NYC. (1:00-2:30 at McGraw-Hill Building, 1221 Ave. of the Americas at 49th St. [6th Ave]. I think if you say you are my parent, brother, sister, son, daughter, or cousin they will probably let you in.)
The title for the session is Developing the Next Generation of Entertainment, Media & Technology Thinkers and Visionaries – Science vs. Commerce vs. Theory.
Anna Marie Piersimoni of the American Film Institute has set the theme which is, roughly, the rapidly changing landscape of technology, ideas and behavior in entertainment media and its affect of these on the future of university education in the field.
We only have 10 minutes, but I am going to give a presentation called "Being Mitch Hurwitz: strategies for managing new media."
Slide 1: We hold these truths to be self evident
that there are
fragmentation of taste and preference
newly participatory, newly aggressive
cable outlets, video games, bloggers, fan fic, etc.
DVD, internet, mobile phones, cable, etc.
that the entertainment industry is struggling to catch up
that the university world is well behind the curve
this is an opportunity to make ourselves useful
my approach: a Harvard Business School model
a transmedia model
Mitch Hurwitz has a problem, we can help solve it
Strategy 1: a business model Mitch Hurwitz & Arrested Development
4.3 million viewers a week too small for Fox, not bad for TNT (e.g., The Closer)
a case of long tails, fat middles (& arrested development)
thinking technologies, i.e., more nimble business models
what we need, very precise measures:
the break even numbers for each production model
how much does it cost MH to make AD for PT, cable, DVD, etc.
the break even numbers for each channel
how many viewers/buyers does MH need for each channel
the momentum indicators
who is watching, how fast are they signing on, can MH wait?
loyalty vs. churn measures do we keep viewers or entertain new people every week?
loyalists, are they dense or distributed? informed or not? in or pending?
a predictive model MH could have used
Strategy 2: Transmedia
what MH might have done in the first instance
transmedia as a way of building an audience
(e.g., Batman, several comics, several movies, fan fic)
Henry Jenkins. Transmedia. Cultural Convergence. Forthcoming.
alternative ADs licensed or merely encouraged
fan fic, internet,
dividing the labor across several creative streams
let them run, unapologetic difference,
complete cocreation compliance
opportunities for engagement/participation/knowledge
solves the diffusion problem of strategy 1
MH doesn’t have to start cold, people know about it, and bec. they are coauthors they tune in to “see what you’ve done with the idea”
in the meantime, MH then scales up steadily to prime time AD starts small: internet, small cable, big cable, network, prime time
Slide 4: the academic contribution
1) to determine the alternative producing communities, how they work, how MH draw upon them
2) to build this knowledge into the curriculum so that students leave the academy with a fuller knowledge of contemporary culture, and how they can make a living in this culture
3) bringing business models to the liberal arts (yeah, right)
For more details on the conference here.
Moderator, Anna Marie Piersimoni, Director, Internet Communications, Director, Media & Technology, American Film Institute
Allen Sabinson, Dean of Antoinette Westphal College of Media, Arts & Design. Drexel University Carol Wilder, Associate Dean & Chair, Media Studies & Film, The New School
Paul Levinson, Ph.D., Professor and Chair of the communication and Media Studies Department, Fordham University
Scott B. Barnett, Assoc. Director of Academic Computing, Sarah Lawrence College