Immersive viewing illustrated

I’d like to start my post this week by thanking everyone who drudged through the ‘corporate view’ post from last week.  I felt it was important to illustrate the perception of those managing the networks that are canceling our favorite programs.  After some comparisons I am going to talk about some profitable alternatives available for shows being seen beyond just television broadcast.  If you are less interested in the business market please jump to Media Moving Forward, or skip straight to to the immersive viewing experience example.

Market Comparison

 I know that I have touched on this point previously, but I wanted to further describe the correlation between the American Auto industry and the American Broadcast Industry. General Motors was once the largest corporation on Earth {now replaced by Wal-Mart}.   $54.00 a share in 2003, however, as of this writing, GM stock has bottomed at $10.00 a share, the lowest price since 1974.  That is an astronomical market and profit loss, especially when you do a comparative dollar valuation and see that after conversion today’s stock price it is actually less than the lowest value reported in 1974.

While I concede that the current higher cost of fuel is a contributing factor I disagree that it is the major driver behind the $15.5 Billion dollar loss reported for Q3 by GM.  A comparative analysis between GM and import auto makers shows that while GM has tanked, import corporations like Honda have seen a steady progressive increase in stock value over the same period.  [As of this writing BMW $27.50 per Share, Honda $32.00 per Share, Toyota $86.00 per Share]

In 2003, around the same time that GM began to bleed market share, Toyota created a division called Scion.  What followed was a truly unique vision for marketing that we interweb peeps would consider viral marketing.  In the hard copy world of 2003 it was known as guerrilla marketing.  Toyota moved beyond the traditional hard copy advertising to embrace the digital medium with resounding success ($86.00 a share).

Broadcast television would do well to heed the lesson illustrated above, especially with the drive for convergence between media outlets.  A quick look at their stock performance over the last seven years displays the same loss trend experienced by the US auto makers (like GM).

Company	Stock Value per Share Aug 2000	Stock Value per Share Aug 2008	% Value Lost
ABC	$54.43	$31.02	-43.01%
CBS	$84.00	$16.10	-80.83%
FOX	$26.09	$13.49	-48.29%
NBC	$56.90	$28.70	-49.56%

With the recent announcement of News Corp (FOX) [August 5] losses on domestic television revenue we continue to see local and national market loss.

Media Moving Forward
Today I can place a phone call to a single vendor and purchase mobile service, FiOS (Fiber Optic) mega-fast-speed internet, cable television, and a land line phone…all connected to one account.  Add to that the HDDVR and you have a one stop shop for all your media needs.

With this type of converged service infrastructure and the current and soon-to-be-released mobile technology platforms, I have the ability to read my email through my TV, phone, or laptop.  Soon I will be able to DVR my favorite TV show and view that DVR on my mobile or laptop…all courtesy of that FiOS broadband connection.

As someone who spends two hours a day commuting by train that type of service model strongly appeals to me.  Beyond having a way to catch up on my favorite series while I ride the train, this model also speaks directly to the bleeding edge vision of companies like Electric Farm Entertainment, Mutant Enemy Productions, and NBC Universal.

Speaking of bleeding edge entertainment, be sure to check out an excellent example of web based entertainment at Gemini Division (EFE/NBC) or, for those Joss Whedon fans among us, Dr. Horrible’s Sing Along Blog. Whedon’s master plan was to produce a short series with limited budget [read non-existent budget by normal Hollywood standards] that would find a following.  It did, but then Joss tends to do that.

Note that unlike the traditional ‘webisode’ produced by independents these two vehicles are developed and distributed by established Hollywood production companies; as such they are prime examples of how Broadcast Television can migrate some of the cancelled 2007 schedule to the web and still drive revenue.  Not to leave the independent’s feeling disparaged, productions like Ask a Ninja and Chad Vader have risen to become pop-culture icons without the financial backing of “Hollywood”.

As we continue forward, broadcast television will have to delve more deeply into the immersive user experience or fall by the wayside, much as broadcast radio did in the late 50’s.

Current and future technology is leading toward media availability 24/7 wherever you can receive a signal.  As someone that lives in the ‘outback’ of Washington State, this is vital to me on my Saturday morning fishing trips.  While sitting on the lake awaiting a nibble, I can still cruise the web on my BlackBerry, make phone calls, or download and watch video, albeit not as much cool video as is available on my fishing’ buddies iPhone.  Often I check the real-time online fishing reports to help me in finding the best place to drop line.  Having that connectivity is something that wouldn’t have been possible even a few years ago.

Take that same experience and port it over to the viewing of your favorite dramatic show.  Weekly episodes on TV with additional ‘sub-episodes’ (5-7 minute webisodes) released daily could fill in plot points or provide additional information between the weekly television releases. This would work well for a series like October Road.  Expanded immersion could include additional three to five minute ‘episodes’ distributed by mobile.  Beyond that, there is also the ability to release a full season straight to DVD and OnDemand.

Dramatic shows are limited in leveraging tools that science fiction vehicles have in place.  An already alternative reality show such as Moonlight is able to make full use of the internet’s alternate reality game base for additional supplemental immersive content beyond the examples provided above for a dramatic series.  ARG websites in combination with the afore mentioned television, webisode, mobisode toolset would allow for that all encompassing experience the industry gives lip service too.

Sci-fi shows could also incorporate both mobile and PC/platform based video games to compliment the show. There is also the option of releasing straight to DVD or On Demand, another very viable profit driver.

Immersive Viewing: An executive summary using the cancelled CBS series Moonlight as an example.  This type of science fiction vehicle is able to utilize all avenues of distribution.   Note:  an additional value add for advertiser marketing can be built in to any of the elements below.

• Television Spots




• Weekly episodes – 16 per season, 41 minutes in length.


• Broadcast prime time, one day per week.




• Web Spots:  Daily webisodes – 110 per season, 5 minutes in length




• Released once per week day through the season


• This equates to five additional television weekly episodes, bringing the entire season to the 21 episode level.  These episodes could be shot in conjunction with the regular shooting schedule then edited to include additional content as a supplement to the plot of the 16 episodes edited for television broadcast


• Supplemental information discovered should add to the plot of the broadcast television show.




• Mobile Spots: 27 per season, 90 seconds in length.




• Released once per week, the day after broadcast of Prime Time


• These 27 mobile spots equate to one 41 minute television episode and could be shot in conjunction with the regular shooting schedule then edited to include additional content as a supplement to the plot of the 16 episodes edited for television broadcast.


• Supplemental information discovered should add to the plot of the broadcast television show.


• Additional five spots could be shown after the season finale as additional driver for the following season




• RPG Mobile Game:  Role playing game developed to lead the user through a series of tasks providing additional back story or plot information in conjunction with the season plot line.




• Released the week after the broadcast television premiere.


• Number of levels should equal approx. one hour of game play.


• Supplemental information discovered should add to the plot of the broadcast television season.




• RTSRPG Video Game:  Real time strategy role playing game developed to lead the user through a series of tasks providing additional back story or plot information in conjunction with the season plot line.




• Released in conjunction with the mid-season climax


• Should be multi-platform: Online, PC, and Console based release.


• Number of levels should equal approx. two hours of game play.


• Supplemental information discovered should add to the plot of the broadcast television season.




• ARG Online Game: Alternate reality online game.




• Released in conjunction with the season premiere


• Number of ‘levels’ should equal approx. two hours of game play.




• Users will be led through a series of websites that offer tasks, clues, and solvable puzzles


• Some websites will be difficult to find requiring ‘hard core’ fan research.  These websites will offer the most supplemental plot information.


• Direct tie to advertisers websites providing viable click through revenue:




• Example: Show sponsor Dell places a link on their “Home Computer” page.  When a user looks at a specific product there is a disguised link out to an ARG website for the season.


• Supplemental information discovered should add to the plot of the broadcast television season.


• Users may choose to subscribe to ARG communications such as emails, mobile texts, or mobile messages.


• Additional ‘real’ sources may play in to the ARG universe.  Example, contracting a link from the local news website in Los Angeles to a false ‘news’ section related to the season.  To prevent confusion users would be required to enter a user name and password gained from one of the other tools, such as either the mobile or video game.




• Can be multilayered: Entering the password from the mobile game will only get you to “X”.  To go beyond “X” you have to enter the password found in the Video Game.  Once that content has been viewed you need a password found in one of the ARG websites, then one leaked on the fan community, ect.


• Fan Communities:  Social networking to drive fan enthusiasm about the season.




• Social Networking profiles on sites such as Facebook and MySpace


• Preview, interview, and teaser video should be made available on SN sites like Facebook, MySpace, and YouTube.


• Official and unofficial fan community websites.




• Official sites will list additional information, approved spoilers, additional behind the scenes video, interviews, and live fan/talent/crew interaction (chat/BlogSpot)


• Unofficial fan sites may also be managed by the distribution or production company and offer ‘leaked’ photo or videos in a viral manner.


• Additional online resources:  additional resources that can be used to drive enthusiasm for the season.




• Exclusive content agreements




• Exclusive content supplementing the season could be released on websites like E, AOL, MySpace, Facebook, and other entertainment web sites.




• Additional information




• Sites such as IMDB and Wiki can be utilized to provide additional information to drive fan enthusiasm.

There are many other ways to continue this model to add additional levels of immersive participation by the viewer.  This executive summary is meant to provide the highest level view without focusing on the granular details.

As we see in this model there are a large number of tools not being utilized by broadcast television, though we do have to note that NBC is making large advances in tool utilization with Heroes and their new web series Gemini Division.

At this point, using the model above, I’d like to hear your feedback.  If television shows were offered with these supplemental elements how do you think it would impact your viewing?  Would you be more or less likely to watch the show?  Would you be more or less likely to participate in the other non-television options?
Comment and let us know!