Earlier this month I had the privilege to attend the Digital Media Summit, an event sponsored by ABC/Disney and the International Radio & Television Society. The week-long event was held on the campus of ABC/Disney in Los Angeles and was attended by faculty from approximately 60 colleges and universities from around the nation.The summit addressed two important issues--diversity and digital media--and featured seminars from industry executives. Producers and writers of the ABC hit show Lost provided insight into the new media marketing techniques used to build WOM (Word Of Mouth) buzz around the program. Another panel discussed techniques used to "monetize" the digital space...in simpler language, how to turn a profit from alternative means of experiencing digital media content, e.g., webisodes on cell phones and alternative reality games based on TV shows or movies. In addition to the seminars, we had opportunities to tour the sound stages and animation studios on the ABC/Disney lot.
But there were two specific things that caught my attention and that I want to share with you. First, was the growing problem of unauthorized use of digital media content. According to ABC executives, the average time elapsed after the initial broadcast of a new TV episode before that program becomes available--in HD (High Definition), with commercials removed--on a P2P (Peer to Peer) network such as BitTorrent is 17 minutes. In an attempt to counter this phenomenon, ABC is making much of its new programming available (including the first 4 seasons of Lost), in HD, on it's own website using their award winning Full Episode Player. Of course there are embedded and pre-roll ads to generate revenue, but at least it is a legal alternative for viewers who miss a broadcast or want to watch it again.
The second thing that I want to share with you is the importance of team work and collaboration in this creative industry. Time after time ABC/Disney executives told us to encourage our students to develop collaborative skills...skills that will be essential when they come to work in the TV and film industry. There is no place for a lone ranger in this business...unless he's wearing a mask and performing in front of the camera. So don't be afraid of team work. Embrace it and learn to find creative ways to enhance your productivity and the group's productivity at the same time. Collaboration is just another important tool that employers, at least in this business, will expect you to have in your toolbox.
Oh, and one last thing...both IRTS and ABC/Disney have well-established internship programs for students who want to spend a summer or semester in either NY or LA. It is a fantastic way to learn about the biz while making career contacts!
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4 comments:
I think it is a great idea for ABC to have its new TV shows on its own website. Perhaps if more programs used their own websites to feature their new TV show episodes, less people would use the peer-to-peer networks. Also, if these web pages had more Chat groups or interactive trivia and games for a particular TV Show, people would want to use the programs’ websites instead of the P2P networks. This would also help with lowering the number of people who fall victim to losing personal information.
Many of these P2P file-sharing programs have spyware hidden within the free downloaded software. According to the textbook “Media&Culture,” hundreds of thousands of people fall victim to online identity theft and more than $12 billion worldwide is lost to online fraud artists every year.
----Brittney
I have noticed that many networks are doing the same as ABC in terms of providing their episodes on the internet. I think it is a great alternative for the networks. They are making some profit through doing some ads but the viewer can still view the full episode with little interruptions. I know that I have used online episodes several times when I missed an episode of one of my favorite shows. I have also noticed that some of these network websites have chat groups you can join while watching the episode, games, pictures, interviews, and even the chance to blog. This provides a great interaction with the viewer that the TV cannot do.
Also, the idea of collaboration being very important is completely true! In the mass comm field you're job will be much easier if you understand what other jobs entail in the field. If you can communicate with these people then it makes your job a lot easier. Also collaboration allows for more creativity and brainstorming which benefits everyone.
-Amanda-
this is a great idea for up an coming students to get a good idea of what the buissenes is all about. It is also a good way for students to get a foot in the door for when they graduate from collage. This idea of having it put on there own site would end the peer to peer watch that they dont want. its just a great idea.
ABC has set the bar for networks and viewing possibilities. I have watched a number of missed episodes by pulling them up online, and I have spread the word to my friends who may also be interested in using the option to watch episodes. This option not only keeps viewers happy, but it maintains loyalty because if a viewer misses a couple weeks, instead of giving up on the series because they no longer know what is going on in the show, they now can look up the episode on their own time and keep coming back to the show. I have searched other network websites after missing an episode of a particular show, hoping to find a similar feature as on ABC.com. This was a great move for ABC, because they really gave the other networks a lot to live up to in order to stay competitive.
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