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Project Management and Production of Digital Content PDI E2005 Room 4A.16. Session 8 25 October 2005 Peter Olaf Looms Tine Sørensen. 17:00-18:00 18:00-18:10 18:10-19:00 19:00 -19:10 19:10-20:50 20:50 -21:00. lecture (COPE) Break lecture (Localisation) Break

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Project management and production of digital content pdi e2005 room 4a 16

Project Management and Production of Digital ContentPDI E2005Room 4A.16

Session 8

25 October 2005

Peter Olaf Looms

Tine Sørensen


Today s programme cope localisation

17:00-18:00

18:00-18:10

18:10-19:00

19:00 -19:10

19:10-20:50

20:50 -21:00

lecture (COPE)

Break

lecture (Localisation)

Break

Case 2; group work (planning)

Evaluation of session 8; introduction to session 9

Today’s programme - COPE & Localisation


Contents of the lecture

Contents of the lecture

  • We will take a closer look at:

  • COPE (=Create Once, Publish Everwhere)

    • Media supply

    • Media Demand

    • Convergence and the Media Industry

    • Vertical and Horizontal Integration

    • Cross Platform and Cross Media

    • Production and Distribution Strategies and COPE

  • Localisation

    • What is it?

    • Localisation in relation to, say, internationalisation

    • Localisation - Why?

    • Localisation - How?

    • Localisation - Cost structure?


Project management and production of digital content pdi e2005 room 4a 16

Media - Supply Side


Project management and production of digital content pdi e2005 room 4a 16

Media - Supply Side


Project management and production of digital content pdi e2005 room 4a 16

Media - Demand


Project management and production of digital content pdi e2005 room 4a 16

Media - Demand

More than half

of the world’s population

still see on average

about 3 hours

of television a day


Project management and production of digital content pdi e2005 room 4a 16

2.What are the key underlying trends?


Key trends

  • Individualisation

  • TV: what and when the viewer wants...

  • ...ultimately anything, anytime, anywhere and on any device

Key trends

  • Us  Me

  • Convenience


Project management and production of digital content pdi e2005 room 4a 16

Viewing on your own

TIME SHIFT

”When you want”

ON DEMAND

”What you want

When you want”

The viewer can take a decision after release

The viewer takes a decision before release

Viewing with others


Project management and production of digital content pdi e2005 room 4a 16

Podcasting

On Demand (PC/mobile)

Viewing on your own

Handheld PVR

PSP/Handheld

Mediacenter

PSP/Handheld

Mediacenter

The viewer takes a decision before broadcast

The viewer can take a decision after broadcast

Mediacenter

Mediacenter

PVR

Network-PVR On Demand

FastWeb

Viewing with others


Key trends1

Collective business models:

Advertising

Subscription

Public Service

State funding

Licence Fee

Mixed models

LOW RISK

CONTENT DIVERSITY

Key trends


Project management and production of digital content pdi e2005 room 4a 16

Collective business models:

Advertising

Subscription

Public Service

State funding

Licence Fee

Mixed models

LOW RISK

CONTENT DIVERSITY

Individual business models:

Pay Per View (PPV)

Pay Per Play (PPP)

Pay As You Go

HIGHER RISK

MAINSTREAM CONTENT

Key trends


Key trends2

Key trends

  • Individualisation

  • Demographics - more elderly and kids (although not Hong Kong!)


Key trends3

Key trends

  • Individualisation

  • Demographics - more elderly and kids

  • Globalisation


Key trends4

Key trends

  • Individualisation

  • Demographics - more elderly and kids

  • Globalisation

  • Digitalisation


Key trends5

Key trends

  • Individualisation

  • Demographics - more elderly and kids

  • Globalisation

  • Digitalisation

  • Fragmentation


Key trends6

Key trends

  • Big growth in supply of content

  • Modest growth in consumption (hours per week)

  • Consumption spread over more channels/sites

  • Channel/site share under pressure

  • Need to be most cost-effective (more content for less)

  • Individualisation

  • Demographics - more elderly and kids

  • Globalisation

  • Digitalisation

  • Fragmentation


Key trends7

Key trends

  • Individualisation

  • Demographics - more elderly and kids

  • Globalisation

  • Digitalisation

  • Fragmentation

  • Convergence


Project management and production of digital content pdi e2005 room 4a 16

Convergence

Divergence


Project management and production of digital content pdi e2005 room 4a 16

But what is

converging?


Project management and production of digital content pdi e2005 room 4a 16

Convergence

From here....

Each media has All media on the

its own device the same device


Project management and production of digital content pdi e2005 room 4a 16

We forgot

the mobile phone!

Convergence in 1998

From here.... Device convergence

Each media has All media on the

its own device the same device


Project management and production of digital content pdi e2005 room 4a 16

Convergence debate today

From here....

Television

Radio

Internet

Telephone

Each medium has All media on the

its own network the same network


Project management and production of digital content pdi e2005 room 4a 16

Convergence debate today

From here.... Network convergence

Television

Radio

Internet

Telephone

Each medium has All media on the

its own network the same network


Project management and production of digital content pdi e2005 room 4a 16

Channels and services

Device convergence

Device divergence

Network convergence

Media convergence

Market convergence

Regulatory convergence

Convergence: a layer cake...


Project management and production of digital content pdi e2005 room 4a 16

Key trends

  • Individualisation

  • Demographics - more elderly and kids

  • Globalisation

  • Digitalisation

  • Fragmentation

  • Convergence

  • New/rebranded players


Project management and production of digital content pdi e2005 room 4a 16

What are the implications

for producing and distributing

digital media and services?


Project management and production of digital content pdi e2005 room 4a 16

Classical Value Chain in Publishing

Intellectual

Property

Rights

Production

of content

of metadata

Distribution

Retail

Reader

Book


Project management and production of digital content pdi e2005 room 4a 16

Classical Value Chain in Publishing

Vertical integration

Intellectual

Property

Rights

Production

of content

of metadata

Distribution

Retail

User

Book

Intellectual

Property

Rights

User

Web-site

Production

of content

of metadata

Distribution

Billing

Intellectual

Property

Rights

User

CD

Production

of content

of metadata

Distribution

Retail

Intellectual

Property

Rights

User

Handheld

Device

Production

of content

of metadata

Distribution

Billing


Project management and production of digital content pdi e2005 room 4a 16

Classical Value Chain in Publishing

Horisontal concentration

Intellectual

Property

Rights

Production

of content

of metadata

Distribution

Retail

User

Book

Intellectual

Property

Rights

User

Web-site

Production

of content

of metadata

Distribution

Billing

Intellectual

Property

Rights

User

CD

Production

of content

of metadata

Distribution

Retail

Intellectual

Property

Rights

User

Handheld

Device

Production

of content

of metadata

Distribution

Billing


Project management and production of digital content pdi e2005 room 4a 16

DVB-T

IPTV

ADSL

DVB-S

IPTV

FTTH

T-DMB

DVB-C

P2P

802.11

DVB-S2

DVB-H

podcasting

From analogue to digital TV - many platforms!

Analogue

TV


Project management and production of digital content pdi e2005 room 4a 16

Intellectual

Property

Rights

Intellectual

Property

Rights

Intellectual

Property

Rights

Intellectual

Property

Rights

Intellectual

Property

Rights

Intellectual

Property

Rights

Intellectual

Property

Rights

Production

of content

of metadata

Production

of content

of metadata

Production

of content

of metadata

Production

of content

of metadata

Production

of content

of metadata

Production

of content

of metadata

Production

of content

of metadata

Aggregation

into

Channels or

Services

Aggregation

into

Channels or

Services

Aggregation

into

Channels or

Services

Aggregation

into

Channels or

Services

Aggregation

into

Channels or

Services

Aggregation

into

Channels or

Services

Aggregation

into

Channels or

Services

Aggregation

Into

Packages

Aggregation

Into

Packages

Aggregation

Into

Packages

Aggregation

Into

Packages

Aggregation

Into

Packages

Aggregation

Into

Packages

Aggregation

Into

Packages

Contribution

Contribution

Contribution

Contribution

Contribution

Contribution

Contribution

Distribution

TDC

Distribution

VIASAT

(OpenTV)

Distribution

TDC

(OpenTV)

Distribution

DigiTV

MHP

TV-Anytime

Distribution

FTH

TDC

Distribution

Canal Digital

MediaHiway

Distribution

DigiTV

MHP

User

Access

CA

User

Access

Free-To-Air

User

Access

Free-To-air

User

Access

DSL/FTTH

User

Access

CA

User

Access

CA

User

Access

DSL/FTTH

User

Device

DVB-S +

TV screen

User

Device

PVR +

TV screen

User

Device

DVB-S +

TV screen

User

Device

DVB-T +

TV screen

User

Device

TV over IP +

PC screen

User

Device

TV over IP +

TV screen

User

Device

DVB-C +

TV screen

Convergence: strategic responses (1)


Project management and production of digital content pdi e2005 room 4a 16

Convergence: strategic responses (1)

COPE

Create

Once

Publish

Everywhere

Production

Strategy

for

Content

and

Metadata

CROSS

PLATFORM

DELIVERY

Strategy

(Media

Convergence)


Project management and production of digital content pdi e2005 room 4a 16

Convergence: strategic responses (2)

Intellectual

Property

Rights

Production

of content

of metadata

Distribution

Retail

User

Book

Intellectual

Property

Rights

User

Web-site

Production

of content

of metadata

Distribution

Billing

Intellectual

Property

Rights

User

CD

Production

of content

of metadata

Distribution

Retail

Intellectual

Property

Rights

User

Handheld

Device

Production

of content

of metadata

Distribution

Billing


Project management and production of digital content pdi e2005 room 4a 16

Convergence: strategic responses (2)

CROSS

MEDIA

Delivery

Strategy

CROSS

MEDIA

Production

Strategy

for

Content

and

Metadata


Towards user centric media

Content is King

It is not enough to have good content...

Towards user-centric media


Towards user centric media1

Content is King

It is not enough to have good content...

Context is Queen

Towards user-centric media


Towards user centric media2

Context is Queen

We need to understand user needs and the physical and social setting of media use

Towards user-centric media


Mobile audience segments

Examples

Mobile audience segments

Active

users

SMS

Intensive technology

buffs

28%

10%

Advanced

Phone

Basic

Phone

22%

40%

Technology

ignoramus

Basics

= ?

= ?

Passive

Users

Source: Gallup Telecom Index 3 kvt 2004

Base: Har personligt mobiltelefon


Video for handhelds

Mobisodes

GRPS

EDGE

UMTS

4G

DVB-T

DVB-H

T-DMB

Media-FLO

Examples

Video for handhelds

802.11


Video for handhelds1

GRPS

EDGE

UMTS

4G

DVB-T

DVB-H

T-DMB

Media-FLO

Examples

Video for handhelds

Sport highlights

802.11


Video for handhelds2

GRPS

EDGE

UMTS

4G

DVB-T

DVB-H

T-DMB

Media-FLO

Examples

Video for handhelds

...or just TV?

802.11


Video for handhelds3

PPV

Subscription

Free-to-air

(licence)

Free-to-air

(sponsored)

Examples

Video for handhelds

...or just TV?

Business

Models

and

Price

Elasticity

are critical for...


Localisation

Localisation


Overview

Overview

  • Localisation-what is it?

  • Localisation in relation to, say,

  • internationalisation

  • Localisation - Why?

  • Localisation - How?

  • Localisation - Cost structure?


Localisation what is it

Localisation - what is it?


Geographical area to be covered

Geographical area to be covered

GLOCAL?

Municipality District State Country Continent World

LOCAL

GLOBAL


2 terms localisation and internationalisation

Internationalisation:

The process of designing and developing (or re-

engineering) an application so that it can be adapted

To various locales without software engineering changes

2 terms: Localisation and Internationalisation

Localisation:

The process of preparing a software application

And the supporting documentation and packaging

For specific target languages and cultures

through translation and cultural adaptation


Localisation why bother

Localisation - why bother?

  • For some services and media, no change is needed

  • (e.g. the Schweppes advertisements)

  • http://www.tigers-animal-actors.com/commercial/commercial.html

  • In other cases, a lack of customisation results in lower revenues.


Localisation what does it cost

Localisation - what does it cost?

  • 1999 figures from Allied Business Intelligence estimate that localisation accounts for 32% of the USD 11 billion market for translation - and it is still growing.


Localisation is but one of the options

Localisation is but one of the options

  • Do it in ONE language only (English, Spanish?)

  • Make an international version ”sanitised” and largely culturally neutral - and the localise

  • Produce a culturally neutral framework and then build in cases/examples for each specific market

  • Make dedicated products for each particular market


Four cases

Four Cases...

  • Thomas & Tim (CD-ROM for kids)

  • Thomas Blue Eagle (Book - CD-ROM - Broadband WWW)

  • The Dinosaurs are Coming! (web and CD-ROM for 10-14 year olds) - Dorling Kindersley

  • Papyrus


Thomas and tim

Thomas and Tim


Thomas blue eagle

Thomas Blue Eagle


Dorling kindersley

Dorling Kindersley

Dorling Kindersley (DK) was an independent publisher founded in 1970

Expanded into multimedia CD-ROMs, Web and television production (cross media)

One of the first to adpot a coherent production strategy based on a globally acceptable content framework

Work with partners on global content acceptability

DK now part of Pearson Group (includes FT and Economist)


Papyrus

Papyrus


Localisation why

Localisation - why?

  • B2C in small countries:

  • to assure that content can be developed in small markets where the home market is too small to break even

  • B2C in large countries:

  • Localisation generates additional revenue and gives leverage as gatekeeper to reduce local competition


Localisation how

Localisation - how?

  • Papyrus

  • http://www.kidcomics.com/papyrus/

  • - examples

  • Need a localisation ”kit”

  • Needs to be planned before the original production is done, not as you go along...


Localisation what does it cost1

Localisation - what does it cost?

  • Thomas og Tim

  • 10% extra per language

  • Dorling Kindersley

  • 5-50% depending on the nature of the product.

  • Partners paid for own localisation costs plus and up front fee based on sales potential of the localised product


Production issues

Production issues

  • Text area is different from language to language

  • Displaying characters globally - Big5/Graphics for Chinese and Thai characters?

  • Inputting text (Papyrus)

  • Commentaries - recorded at the producer or in the target country?

  • Video and animations - different attitudes to explicit violence, nudity etc. even in a small continent like Europe


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