1. Could you?
Describe examples of how ideas for
multi-platform content have been
used to reach new audiences and
generate revenue.
Explain and give examples such as online
content, computer or mobile device and
computer consoles

2. Pioneering
Multi-platform
Content

3. Bell Broadcast and New
Media Fund (May 2009)
We all know that what is true today in this world
of ever-changing digital media, will be
different tomorrow, especially when it comes
to discovering the ways to make money.
Along with the traditional television buyers,
content producers and distributors have many
unlikely digital suspects.

4. Treat your content (all of it!)
like a Franchise
Start thinking of your content as an asset
with different components that have many
monetary opportunities attached to them
– the television component,
– the online/ interactive component,
– the mobile component,
– the educational component,
– the electronic sell- thru component,
– the consumer good component.

5. Understand your Audience
1. Audiences that comes back every
night/week to watch your content on
television. They donʼt want to feel like they
are being compelled to engage or interact.
2. The next level of user may go online to get
more of the story.
3. A further tier watches the TV show, goes
online, is part of the world, and gets
involved in the next level of game play.
4. Those who only get their content online.

7. Total Drama Island
Interactive
• Interactive production company
Xenophile Media and TV producers
Fresh TV joined forces at a very early
conception phase to develop an
integrated TV and online concept for the
animated, tween reality series Total
Drama Island.

8. Total Drama Island
Interactive
• Simultaneous with the launch of the series on
Teletoon Canada, they launched Total Drama
Island.
• Totally Interactive comprised of 26 weekly
online games based on the challenges
presented during the weekly broadcast
episode of the TV series.
• The series was a massive hit both in Canada
and in the United States on Cartoon Network
where it broke ratings records for the
network.

9. Total Drama Island
Interactive
• The budget for the online website was
$500,000, and with sales of the series
and online component in multiple
territories worldwide, the marketing
strategy seems to be paying off for the
producers and for their distributor Cake
Entertainment Ltd. (UK) in real cash
returns and impressive numbers of
registered users.

10. Working in pairs…
Research/Investigate further examples of
how ideas for multi-platform content
have been used to reach new
audiences and generate revenue

11. You must now…
Describe examples of how ideas for
multi-platform content have been
used to reach new audiences and
generate revenue.
Explain and give examples such as online
content, computer or mobile device and
computer consoles

12. Could you?
Describe examples of commissioning
processes and funding opportunities in
relation to converging technology.
Explain and give examples such as
commissioned work on websites and mobile
technology

13. We are now starting your Research Report
END OF AUDIENCE REPORT

14. Commissioning
Processes &
Funding
Opportunities

15. The Commissioning process
for Television
• Large organisations such as the BBC, Channel
4, ITV, Cable and Satellite channels have strict
guidelines
• A large number of programmes that you see
on television will have been commissioned by
the broadcasters from ideas independent
production companies developed

16. APC Code of Practice
Appliance for the Prevention of Copyright
• To encourage the free flow of ideas and
proposals and provide confidence
• To provide practical guidelines
• To set out obligations
• To explain what to do in a dispute

17. APC Code of Practice
Covers:
• Film, Radio & TV
• Inc. formats, treatments, scripts, outlines,
development documents, tender submissions,
storylines, artwork and synopses
• Must be in permanent form (electronic or
hard)
• Ideas & Verbal submissions are not covered

18. The Commissioning process
for New Media
• Commissioning editors may be looking for
more flexibility or cross-platform potential
in programme ideas at the commissioning
stage

19. The Commissioning Process
(BBC)
1. Review Proposal
2. Develop Proposal
3. Agree Commission
4. Initiate Project

20. The BBC
We are always looking to encourage further
working relationships with suppliers in the
new media industry by:
• Tendering new commissions from
independent suppliers; and
• Enabling suppliers in the new media industry
to pitch unsolicited proposals.
• Meeting suppliers through various forums to
make the commissioning process more
straightforward.

21. Commissioning Guidelines
• Ensure that the idea is original and that it adds something new to what
already exists
• Make sure that your idea isn't already operational on any other
websites
• Be sure that it will work and carry out thorough research to iron out
potential problems
• Be clear about cross-platform potential and flexibility
• Try to keep your designs within the look and feel of existing material to
ensure continued branding
• Think about your audience and make sure your ideas are well targeted
• Ensure the idea complies with broadcaster/company guidelines
• Ensure that the facilities, hardware and software you need are
accounted for
• Ensure that the idea is appropriate for the commissioner

22. Funding Opportunities
• Self Fund
• Grants
• Donations (Pledge)
• Loan (Bank)

23. Potential Funding Opportunities
• Arts Council England • First Light
(Public Money) • Grant Net
• Regional Development • Ideas Tap
Agencies • NESTA
• Access Funds • The UK Film Council
• British Federation of Film • UK Screen Agencies
Societies (BFFS)
• Cinema and Television • Skillset TV Freelance
Benevolent Fund Fund
• Department of Business • Women and Work
Innovation and Skills Bursaries
• Department of Culture, • Multi-Platform Bursaries
Media and Sport (DCMS)

24. In teams of three…
You have been given an idea for a new media
product which incorporates converging
technology
• How will you go about getting this idea
commissioned? Who will you pitch it to?
• How will you gain funding?
• Follow the commissioning guidelines to
develop a business plan
You have 30 mins to work on a business plan
which you will pitch to the ‘Dragon’s Den’

25. You must now…
Describe examples of commissioning
processes and funding opportunities in
relation to converging technology.
Explain and give examples such as
commissioned work on websites and
mobile technology

26. Essential Further Reading
• http://www.bbc.co.uk/commissioning/
• http://www.bbc.co.uk/commissioning/tec
hnology-online/
• http://www.bbcconnectedstudio.co.uk/
• http://www.bbc.co.uk/blogs/researchand
development/
• http://www.bbc.co.uk/guidelines/futurem
edia/

27. Optional Further Reading
Bell Fund Bliki: How to Make Money with Mu
lti‐Platform Digital Media
http://s3.amazonaws.com/ppt-download/bell-
fund-bliki-090607213049-
phpapp01.pdf?Signature=jylItDSITbunnfW
GDIlzKHWN4mw%3D&Expires=12886499
11&AWSAccessKeyId=AKIAJLJT267DEG
KZDHEQ

28. Optional Further Reading
http://media3.bmth.ac.uk/profstudies/5com
missioning/03process.html
http://www.bbc.co.uk/commissioning/tv/net
work/pdf/apc_code_2009.pdf
http://www.bbc.co.uk/blogs/bbcinternet/20
09/08/the_open_day_in_full.html
http://www.skillset.org