digiTALE Vision, Strategy And Projects 2010

vision, strategy and projects

all materials contained in this document are proprietary - © 2010

table of contents
vision
the new content paradigm 3
ancillaries & merchandising 4
digiTALE project selection process 5

company profile
our work 6
clients 7
david greenberg - founder 8

case studies
content
stones life 9
the phonies 10
creating together 11

websites 12
marketing 13

projects in development
summary 14
projects
aeon 15
startup 16
popweb 17
Nina J 18
BA (be a man) 19
split 20
music land 21
poker night 22
virally right 23

www.digi-TALE.com ©all rights reserved 2010 2

the new content paradigm

• A fundamental paradigm shift is taking place in the entertainment industry. The challenge
goes further than re-purposing TV shows and making them available online, on-demand or
mobile. The opportunity depends on identifying original, first-run content that is suitable for
identify
cross-platform digital exploitation in theme, style and format.
content

• While traditional media struggle with the ‘future of TV’ and how or when to enable its offering
online, grassroots content is being created and watched; mostly gimmicks without intrinsic
that is artistic merits or production values, they come fast and disappear even faster. They lack any
‘shelf life’ potential or sustainability. New media is in need of new content.
sustainable

• There is an opportunity for professionally produced, profitable content that can be done for
a fraction of what the average TV show costs. Content that is sticky, social media-friendly,
and
and made for agile, multi-platform consumption, anytime anywhere.
professionally
produced


Merchandising & licensing

• The entertainment industry’s multi-tiered revenue system frequently relies on merchandising
and licensing. In certain instances, the ratio could be one to more than a hundred (for every
licensing and $1 in broadcasting/cable rights, over $100 are made selling merchandising/licensing rights).
merchandising

• The online universe offers endless interactive opportunities to ‘close-the-loop’ and enable
direct, on-going interaction with viewers (frequently described online as ‘viewsers’). It allows
close for direct and focused funneling of viewers from content to commerce, through context.
the loop

• Digital and interactive media allows content creators and distributors to provide impulse-
based commerce tie-ins, and for the first time to ‘own the entire media-value-chain’ while
and own more
supporting on-going, direct interaction with viewers and consumers.
of the value
chain


digiTALE project selection process

• Is it a good story ‘worthy’ of telling ? Is there a new media way to tell an old story?
a good story

that fits digital, • Does it fit cross-platform distribution in format, theme and style?
cross-platform

and can • Is it designed to accommodate interactive tie-ins and e-commerce opportunities?
accommodate
IA/e-commerce

www.digi-TALE.com © all rights reserved 2010 5

our work

digiTALE is a one-
stop-shop for the We approach new media as the evolution and
development, convergence of traditional media disciplines across
production and multiple digital platforms. Our content-centric view is
marketing of digital that content, website and marketing are intrinsically
media. integrated, to create a consistent user experience.
Our integrated
services include:

digital content websites online marketing
development, production design, programming & social media digital
& post production on-going support assets, media buys, SEO

www.digi-TALE.com ©all rights reserved 2010
6

clients


david greenberg - bio

Trained as a lawyer, David left his practice after working for the Israeli Supreme Court and a Tel Aviv-based
law firm, to pursue his true passion for entertainment and digital media. He spent five years as a TV
producer at the programming and acquisition arm of PBS. In this role, David is credited with airing hundreds
of hours of TV programming, including the top 10 US markets. Additionally, he developed network
programming initiatives and program acquisition plans for the launch of PBS digital.

David moved to the Internet and over the next decade he developed numerous entertainment and
commercially-driven websites, before becoming Managing Director of Playbill.com. At Playbill, he continued
to develop content and content synergies in multiple formats. He developed online products and services
with Reuters, Yahoo!, Sirius Satellite Radio, Ticketmaster, the League of American Theatres and Producers
and various Broadway productions. In 2004, he founded digiTALE entertainment.

David is a graduate of Tel Aviv University Law School and holds an M.A. from the Annenberg School for
Communication at the University of Pennsylvania. He is a black belt, 10th Dan in Ninjustsu (Bujinkan
Nimpo) and a qualified skipper who won several sailing competitions.


websites
digiTALE develops, designs and
maintains websites including:

● e-commerce enabled websites,
with proprietary admin, cart
and checkout; and affiliate
program with hundreds of
participating websites.

● production companies
websites with client areas
and project databases

● corporate and startups identity
websites; Broadway shows
websites and mini-sites.


marketing
digiTALE developed and launched online marketing
campaigns for numerous Broadway productions
including The Broadway League (I love NY theater
campaign), Thurgood and Coram Boy.

co-developed with AFI digital content lab a live
screen-to-mobile gaming application for use at
concerts, with an engaging environmental message
targeting teenagers.

digital marketing services includes:

● launch of official websites and mini-sites
● Google ad words targeted campaign
● video production and grassroot online marketing
● banners and other online assets design
● media buy/allocation
● social media campaigns and applications


content - stones life (for ABC)
Genre: web series, live action
Tags: American modern family

stones life is a live action scripted (written by Blythe Robe) series of 10 webisodes produced for ABC. A modern and comical
interpretation of the classic nuclear American family, stones life is set in a doll house with plastic dolls as the characters.

first episode clip www.digi-tale.com/stones.clip.mov
behind-the-scenes www.digi-tale.com/stones.behind.scenes.mov

11

content - the phonies (for ABC)
Genre: web series, mixture of animation and live action
Tags: mobile phones, romantic web comedy, the little people on the phone

developed and produced for ABC, the Phonies is the story of the little people who live in our cell phones and control our everyday
life; and the story of Beth, the owner of one such phone -- a mix of animation and live action.

www.digi-tale.com/phonies.clip.mov


content - creating together (for kaltura.com)
digiTALE created a trailer and provided raw footage for editing by users at kaltura’s sandbox.
The site is the first open source online collaborative media platform.

www.digi-tale.com/kaltura.clip.mov

13

projects in development - summary
program genre & platform RT/episode short description

aeon TV scripted thriller/adventure with 23 24 meets Angel & Demons (first season set in Jerusalem,
clues on websites second in Athens - locations can change based on
production considerations).
startup TV & web - highly interactive reality 23 six startups compete to receive VC financing; audience can
game show buy stocks in each team/company and vote on key decisions
as the season unfolds.
popweb web - variety show, about what is 5 weekly recap of everything new and cool on the web,
new and interesting on the net including sites, videos, people and applications.
NINA J web series a comic book like series 5 web series about NINA Jones, a college student by day and
comes to life in short-form a lethal kunu-ichi (female ninja) at night.
BE A MAN reality game show that defy gender 10 two teams of four men and four women compete over ten
myths; with social media component episodes with challenges designed to defy various gender
roles myths.
split scripted TV with 'reality' insertions 45 a tale about the 'other' side of online life, split explores
and supporting websites of main technology brokered intimacy. A fresh take on old fashioned
characters voyeurism and web-based exhibitionism.
music land web series and corresponding web- 4 (+ games) music education and foundations for kids through content
based game application for pre- and play. A web series followed by interactive flash-based
school children games for each episode/lesson.
poker night web series with interactive 5-7 poker is merely an excuse to explore some seriously
components hilarious characters, and their group dynamics during,
before and after the game, using v-blogs inserts.

virally correct web reality game show with values 10-12 a ‘reality game show with values.’ The show uses
interactivity in order to promote worthy causes.


aeon (WGA # 1398042)
Genre web /TV series, action adventure
Tags end of the world, conspiracy, secrets of the past

how does it all end?
aeon is an international thriller/mystery (Dan Brawn’s 24 meets Angel and Demons) addressing a
universal theme: what would happen if we knew how and when the world ends?

aeon, or "for eternity" is the Latin translation from the Greek word ὁ αἰών (aion), and from the archaic
αἰϝών (aiwon). It has a similar meaning to the Sanskrit word kalpa and Hebrew word olam.

eschatology (literally 'study of the last') is a multi-disciplinary area (theology , philosophy) concerned with
what are believed to be the final events in the history of the world, or the ultimate destiny of humanity. In
many traditional religions it is taught as an actual future event prophesied in sacred texts.

Embedded in all major religions is the notion of the end of time, or judgment day. Each religion has
its own narrative and list of signs that the day is nearing. Mysterious symbols appear in the Old City
of Jerusalem. Made of dust, dirt and moss, no one knows what they mean or who is causing them.

Some read those symbols as true signs that Armageddon is nearing. Petra, a professor of
eschatology and Nigel, a leading chaos theory physicist are sent to investigate the mystery before
things get out of hand. Whenever they get closer to the truth, it gets further away. They suspect
aeon, an esoteric, highly secretive cult with roots in pagan times that is entrusted with keeping
humanity from knowing the date and circumstances of its last day on earth.

15

startup (WGA # 1400518)
Genre web /TV series, reality
Tags interactive reality game show

a new level of audience participation
Startup is a reality game show that takes interactivity and audience engagement to a new level of participation.
Consider it a virtual incubator for startups, where companies’ progress and exposure is leveraged through the
game show, and the corresponding digital properties. Six teams (startups) compete to develop a prototype and
win VC financing. While teams overcome the daily pitfalls of a startup, and challenges designed by the production,
the teams must also consider registered viewers, who own shares in their startup company.

Produced as a 50 minute weekly TV show, the format is enhanced by daily video blogs, Facebook updates, Tweets
and other digital assets uploaded by the teams to the show’s website. The game system provides the teams with
all the tools (web/mobile/social networking applications) to communicate with viewers and investors. Through
careful online selection process, six entrepreneurs with compelling business ideas are handpicked to participate.
From initial pitch and presentation, through building the core team, and developing a prototype, each team
confronts hurdles (liabilities) and gains resources (assets).

In mid-season, after viewers acquire enough knowledge about the teams, they can buy viewers’ shares at a
nominal price ($1 per share for example). Shares are offered to viewers in limited quantities (i.e. max of 100), and
according to local laws. Registered viewers gain access to a portfolio page listing their picks and offering basic
trading tools, including current ranking and ‘historical’ performance, thus incentivizing viewers to further interact
with the show.

Team members, and particularly the team leader need to communicate and ‘sell’ their decisions and progress to
registered viewers on the show’s website using videos blogs, presentations and other uploaded materials. Team
generated content complements the professionally produced show and engages viewers beyond the weekly air
date.

During the weekly show, challenges and threshold moments trigger dramatic peaks (please see episode bible), and
after a season of challenges each team present to a VC panel. In the end of the season the winning team is
awarded financing. Upon successful launch of the series in the US, franchising to additional foreign markets
includes the format and the back-end game system.
16

popweb
Genre variety show for women
Tags pop, web culture, virtual socializing, music, online romance

popweb is a weekly comedy show that will
present the best and worst of the Internet,
from the sublime to the ridiculous.
popweb will bring web hits to a wider
audience, and provide fresh insights into
what is interesting, new and exciting for
the everyday woman, ages 18-34.

Each week, popweb will select one notable
Internet hit—be it a video, song, band,
website, or other digital interaction (i.e. of
the Craigslist or MySpace
variety). Consider it “The Soup” for the
online female crowd. All the featured
content will be pop-culture focused,
always surprising and quirky.

popweb will be presented by a witty host
who will present context and commentary
for each week’s item. Additionally, the
host will conduct interviews with the
creators of the week’s featured pick, with a
humoristic and fresh point of view. All
interviews will be conducted virtually, via
the Internet.

17

NINA J (WGA # 1385725)

Genre scripted/fiction
Format animated with a realistic look-and-feel (Roy Lichtenstein meets Japanese Anime)
Tags ninja, women, men, American pop culture, action adventure.

Nina Jones decided to move back to the US after graduating
from college in Japan, where she had been living with her
family since she was twelve. Nina J finds the transition rather
difficult.

After spending years in Japan, she finds American culture and
social norms confusing, to say the least. What no one knows
is that Nina J is also a dangerous, well-trained Kunu Ichi, the
legendary female Ninja warrior.

During the time her family spent in Nara, Japan — also the
birth place of the Ninjas — Nina J, through the strangest set
of circumstances became a personal student of Shiraichi, the
last master in a lineage of Ninjas that stretches back to the
11th century. Yet all Nina really wants is to find a date, or at
least someone to snuggle with and take to the movies.

But Nina J is a little quirky and somewhat clumsy, which often
makes her appear socially awkward. Her growing disgust for
various aspects of American life and her dire desire to be
accepted incite her to lash out in a series of acts directed at
symbols of pop and corporate culture; and while at it, she
always saves the day.

18

BA♀ (WGA # 1385728)

Genre Reality/Game Show
Tags genders, battle of the sexes, stereotype, nature, label, myth

THE PITCH
What does it mean to be a 21st century man/woman? How do women adjust to post-modern feminism? What defines the new
wo/man?
BA♀ is a new concept for a reality-game show that puts some of the myths about men and women to the test. In BA♀ two teams
of four men will compete against a team of four women, in challenges designed around gender stereotypes, defying old myths.
In each episode, the teams will play a different challenge to win points. Hosted jointly by a man and a woman, they support their
teams and exchange gender related -- and witty-- comments.
Played over ten episodes, the team that collects the most points wins the game.

♀ THE WOMEN’S TEAM
The Power Girl lives in the city, has a high-profile job in entertainment, publishing, advertising or fashion. Trendy and assertive, she
is a serial dater, knows what she wants sexually, and is highly independent.
The Cheerleader is enthusiastic, outgoing, sexy, and flirty. She could even be a small town model or actor, or at least dresses as
such. She often uses sexuality and coquetry to get what she wants.
The Tomboy loves outdoor adventures such as hiking and biking. She is likely to be a park ranger, geologist, and a vegan.
The Goth is very opinionated and anti-mainstream culture. She probably has a combination of the following: dyed black hair, black
fingernails, dark eyeliner, and black clothing.

♂ THE MEN’S TEAM
The Geek has only had limited, if any, success with women. A classic nerd, he studied computer science and likes sci-fi.
The Metrosexual lives in the city and makes a good living as an investment banker, consultant, or lawyer. Good-looking and
sophisticated, indulges in expensive face creams and the occasional manicure.
The Sensitive Artist could be a musician, painter or photographer. He is introverted and thoughtful.
The Jock loves sports. Physically-fit and energized, he loves watching his favorite team play at the local sports bar.

19

split (WGA # 1385727)

45 minutes ‘dramedy’ - blurring the lines between TV and web, fiction and reality

Set against the Internet and grounded in chat-room lingo, split places modern intimacy squarely under the microscope. A
drama on the impetus of voyeurism and old-fashioned exhibitionism, split unfolds within the framework of lives that are
surrounded and touched by a contemporary talk show, highlighted by a potent soundtrack. split dives into fascinating detail
on the "other" side of Internet life, while taking a fresh and humorous look at sex, drugs and intellectual pretension. A sassy
story of technology-brokered (and broken) intimacy, split explores addiction, commitment, parenthood and pornography.

During a break-in, personal videotapes are stolen from Ellie Russell, an award winning Broadway actress debuting on
television as the star of ‘Real Thing,’ a new action series. The theft of Ellie’s video diaries starts a chain reaction. Meanwhile,
the producers want her to take martial art classes to improve her action performance. Sensei Shira, the production’s martial
arts consultant trains Ellie in the art. Frank owns a porn distribution company and he also operates as a front for Carter, who
owns Carter.com. Carter.com publishes videos that were rejected elsewhere, usually for bad taste, sometimes for illegality.
The thieves who broke into Ellie’s place sell one of the tapes to Frank. As they discover, the other tape contains ‘bigger’
secrets but they lose it before they can sell it.

Eric Wolf is Ellie’s boyfriend. Well, loosely. His therapy is going nowhere and his drug abuse is getting worse. One day he
receives an anonymous e-mail in which, in an animated clip, he finds himself a monster, decapitated by a mysterious sword.
Surprised and intrigued, Eric discusses it with his therapist, but they quickly reach a dead-end when Eric becomes furious, as
he so often does. Eric has an evening show, “Third Eye”, on Global Glove, a website that plays live audio and video shows
24/7. On his show, Eric interviews a gallery of strange characters. One of his interviewees, Twiggy, has a website where she
chats, strips and does pretty much anything, you name it, for $3.99 a minute.

Derek, Eric’s best friend, is a media professor. He is divorced from Darryl, with whom he has a daughter, Molly (10). After Eric
tells him about Twiggy’s website, he watches her show online and becomes a fan. Offline, Twiggy is Leslie. She just moved to
the city to go to college and takes a class on ‘Taboos and Mass Media’ taught by Dr. Derek Pollster. Neither Derek nor Leslie
knows that they spend intimate time together online.

20

music land
narrative (series) driven DVD and website for kids making music education a fun challenge

music land is a magical island; all of its inhabitants are musical instruments. When Maya and Eric arrive
mysteriously, they need to overcome a series of musical challenges - unfolding invaluable musical insights - to
find their way back home.

The underlying strategy is to introduce the world of music to children (ages 4 to 6) through entertainment
and interactivity. music land includes a TV style series and which contains corresponding interactive
features (Phase 1). We firmly believe that entertainment and play are essential components in instilling
children with a genuine sense of interest and enthusiasm for music.

Upon successful launch of the DVD-ROM, we will develop a website aimed at children (7-11). While the
first phase will introduce music principles (rhythm, pitch, tone etc.) the second phase will offer more
advanced tools and UGC features for children who already play an instrument.

Our goal for the first phase is to familiarize young children with music, instruments, and musical concepts
at an age range when they can absorb and internalize concepts without actually having to play an
instrument. DVD-ROM format is the best possible venue for music land’s initial launch. The TV-style series
would be accompanied by corresponding interactive features. Other platforms (online, iPhone apps,
mobile, on demand) will be released upon initial launch of the DVD-ROM.

The London Times; October 29, 2009
"Disney is thought to make $200 million (£125 million) a year in sales from its Baby Einstein division.
One study found that a third of all American babies from six months to 2 years old had at least one Baby
Einstein video, and a Baby Einstein DVD currently tops Amazon’s UK Childcare & Parenting section."

21

poker night
Genre reality –based web series/comedy
Tags characters, amateur poker, men
A character-driven reality game show about five amateur poker groups competing for the title

While there are numerous TV (and web) shows featuring professional poker tournaments, this series takes a
whole different take on the game. Poker is merely an excuse to explore some seriously hilarious characters,
and their group dynamics during the most prevalent - and one of few (mostly) male remaining rituals in the
post modern feminist era - poker night.

A character-driven series, poker night is about funny, amateur folks getting together to play poker. It isn’t
about the strategy of the game, or about the betting statistics. It is about ordinary (yet well picked) groups of
amateur poker buddies verbally poking at each other during the game. About the slang these characters use
to win, and lose. And about the thoughts they share on each other in their video blogs. Local amateur poker
groups meet weekly to play poker. Some have been playing together regularly for many years. Their game
elicits drama, humor, surprises, untold old stories, perhaps some ‘unfinished business’ and many
opportunities for funny bits as the game and the dynamics between the characters unfold.

Consider a basement in Newark NJ, Jack Daniels, cigarettes and a group of Sopranos looking tough guys. Or a
group of Wall Street white collar friends, where it’s all about jokes, and the mutual verbal abuse. Consider a
group of truckers playing late into the night and upsetting their wives. The wives threaten to retaliate with a
poker night of their own. Imagine a group of rough Detroit cops playing on a night shift, or a group of
janitors playing in a gloomy basement, somewhere in corporate America. Cops, gangsters, white or blue
collar, young or old, literally everyone plays poker.


virally correct - a game show with values
Genre web reality game show with values
Tags cause, social media, do good

virally correct is a ‘reality game show with values.’ The show uses interactivity and accountability in order
to promote a just cause. Produced to be ‘entertainment with social values’ consider it a virtual incubator
for charity work where participants’ exposure is leveraged through the game show and the corresponding
digital properties.

Five socially-conscious, cause-driven individuals (community activists/leaders) are picked to participate.
Each represents a worthy cause from a pre-select group; for example neighborhoods in crisis (East LA; San
Pedro, CA; the Bronx); nations in crisis (Haiti; Sudan; Pakistan;); environmental protection (coal; ozone;
oil, air pollution) health (HIV/AIDS, MS, Cancer).

Each participant will receive a comprehensive variety of tools, platforms and expert support to promote
her/his cause and generate donations. Each participant will need to create and communicate a mission,
define a strategy and be accounted his/her actual results.

Challenges, tools and ongoing support by the production will include:
● build a webpage (on the show's site) and regularly upload updates, images and video blogs
● launch social media campaign/game/application to support and promote the message
● produce and promote online video (on YouTube, Vimeo, Metacafe, etc.)
● conceive, plan and execute viral marketing online, and grassroot marketing offline
● plan an event, develop event program (performance, auction, speech, screening etc.)
● target event venue, find and invite guests

At the end of the season everyone wins (donations and exposure for the cause). But the winner (most
donations, biggest exposure, best execution) also receive a winning prize donation from show's sponsor.

digiTALE Vision, Strategy And Projects 2010

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