Australia’s leading screen conference, run by SPAA, is in Sydney this week and many multi-platform folk associated with LAMP & AFTRS in the past are in force with a record number of panels and sessions. The heavily featured 360 Media (and by implication Social Media) track sits nicely in the theme of this years conference ‘Reaching Your Audience’. LAMP’s Gary Hayes is listed as a key advisor to this years event and the following are a taste of some of the great sessions worth checking out. Lots more detail on the downloadable PDF on the SPAA Conference site.

The sessions below are the LAMP best 360, multi platform picks for the 3 days

Weds 18 th Nov

10:30–11:45 am BREAKOUT Grand Ballroom 4

Reaching a niche or diverse audience is increasingly a producer’s mandate (not just the distributor’s). We are experiencing a moment of radical change across technology, consumer behaviour, distribution and marketing with seismic shifts in the way that entertainment is conceived, produced, distributed and consumed. Social Media, User Generated Content, Digitaland Mobile Channels, Convergence and Diversity are a fact of life. Successful producers are those who can realize the potential of a single extraordinary story across the widest range of platforms. How can we define, validate, inspire, energise and leverage the interactive participation of today’s audiences? What are the insights, trends and innovations that will shape our creative and marketing capacities as filmmakers? How can producers optimise their distribution plan to ensure their film successfully reaches an audience against an increasing competition for screens and changing consumer behaviour? A group of successful entertainment marketers will come together to help you gain a more comprehensive understanding of targeted movie marketing, divulge inside tricks, techniques and trends, outline how and where audiences are consuming content and provide an essential perspective that will help reorient your approach to storytelling, distribution & marketing.

Session Producer:

• Martin Walsh, Digital Marketing, Director, Microsoft & Producer, Red Dune Films

Speakers:

• Stephanie Bohn, Director of Worldwide Marketing, Digital Distribution, Warner Brothers, US
• Travis Johnson, Managing Director, Universal McCann Sydney
• Gordon Paddison, Founder & Principal, Stradella Road, US

1:45–3:00 pm BREAKOUT Meeting Room 4

Come on people—let’s switch on! We get an international perspective from the guru himself Ken Faier of Nerd Corps Entertainment, Canada and hear about all the ultra cool kinds of  ‘360’ programming you could be doing.

Session Chair:

• Dan Fill, Partner, Chocolate Liberation Front

Speaker:

• Ken Faier, President, Nerd Corps, CA

1:45–3:00 pm BREAKOUT Grand Ballroom 4

Part 2 of this session will take you through today’s film audience behaviour and how to translate this insight into practical strategies and tactics.Case studies include District 9, The Curious Case of Benjamin Button, Lord of the Rings, The Watchmen, Snakes on a Plane and Sex and the City and will illustrate how important understanding your audience is, how filmmakers can successfully tap into today’s digitally wired consumers, integrate across platforms and optimise their distribution opportunities accordingly.

Session Producer:

• Martin Walsh, Digital Marketing Director, Microsoft

& Producer, Red Dune Films

Speakers:

• Stephanie Bohn, Director of Worldwide Marketing, Digital Distribution, Warner Brothers, US
• Graham Cassidy, Senior Adviser, Cato Counsel
• Travis Johnson, Managing Director, Universal McCann Sydney
• Christopher Mapp, Managing Director, Omnilab
• Gordon Paddison, Founder & Principal, Stradella Road, US

1:45–3:00 pm BREAKOUT Barnet Room

Christopher Sandberg, is CEO of new media production company  The company P. He is dedicated to the exploration of human interaction and audience involvement in modern entertainment. With over a decade of experience in start-ups as CEO/ExecutiveProducer/Producer in television, online and mobile, ranging from drama to social applications and games, Sandberg executive produced the participatory drama The Truth About Marika (produced with SVT). Sandberg is currently involved as CEO and Executive producer in one international participation drama with VRT and SVT, several AFP internationally and numerous ARG marketing campaigns and online and computer games for clients of The company P. He holds advisory trustee positions,notably in the creative team for the mediasummit SIME. Sandberg is creator and Executive Producer forthe national DTV channel “Mediteve”, Scandinavia’s first participatory television channel, integrating SMS based chat and formats rangingfrom game shows to drama (now re-launchedas TV400, with TV4).

Session Producer:

• Courtney Gibson, Director of Programmes, Southern Star Entertainment

3:00–4:45 pm BREAKOUT Grand Ballroom 3

What do producers need to know and do tomake money from emerging content channels?We will consider the costs to produce in new formats or make additional content including long and short form episodes, downloads, social media tools and websites—against the financing and revenue mix of traditional and digital delivery channels, government funding and producer offset, distributor advances and brand-related revenue. We will also dissect the lexicon of Next-Gen television to find out what you do and don’t need to understand about targeted distribution, expanded reach, precise metrics, increased loyalty, contextual sponsorship, e-commerce,VOD and IPTV.

Session Producer:

• Debra Allanson, Managing Director, Ish Media

Speakers:

• Matt Houltham, Digital Partner, Zenithoptimedia
• Ben Liebmann, Vice President, Licensing— FremantleMedia Enterprises
• Katherine Rossetti, Director, Freshwater Media
• Angelo Tilocca, Manager, Content Licensing, ABC Commercial

THURSDAY 19th November

9:00–10:00 am PLENARY Grand Ballroom 1

Major corporations once completely controlled the holy media trinity of technology, distribution,and content. No more. Whether its fan fiction finding its way into Showtime Network’s The LWord, Susan Boyle’s appearance on Britain’s Got Talent, mobile phone video and photos of a bubbling revolution in Iran or the collaboration of fans on recording artist Imogen Heap’s new album Ellipse, a technology enabled sea change has occurred in the production,distribution, and consumption of content. From participation television, locative and alternate reality gaming and a world of mobile phone apps to high quality user generated production and the tech steroid power of social media applications the audience is surgingforward. And yet, good storytelling will always beat the core of great content. But, what does this revolution mean to the both traditional and new creators, producers and distributors of content.Brian Seth Hurst, CEO of The Opportunity Management Company will escort you intothe revolutionary battlefield to survey the developing media landscape, its casualties and its opportunities. Brought to you by Screen Australia

SPAA acknowledges the financial assistance of Screen Australia

10:30–11:45 am BREAKOUT Grand Ballroom 3

TV is in major transition where it is evolving from just scheduled broadcast to being always-on, participatory and social. Its traditional audience is now fully engaged with Social Media and here they effectively become ‘programme’ and content makers for each other but, in the backchannel, they still drive conversation around traditional, compelling broadcast content. This is what we currently label, Social TV. There are many challenges ahead and this session will look at innovations across broad band and IPTV, latest business models, new advertising models and latest video web 2.0 mash-ups. We will also try to answer questions such as, is IPTV a valid platform for video producers? Where are the opportunities across on-demand platforms and is the old advertising model really broken? Is audience contributed online content sustainable at scale and what are the challenges of broadcasting and delivering on-demand? Is there a role for a public service broadcaster in a commercially driven IPTV landscape. IPTV used to stand for ‘Internet Protocol TV’ but in today’s Social Media world perhaps it really means Interactive and Personal TV.

Session Producer:

• Gary Hayes, Director of LAMP, AFTRS & CCO of MUVEDesign

Speakers:

• Arul Baskaran, Acting Head of Multiplatform Production, ABC
• Courtney Gibson, Dir. of Programmes, Southern Star Entertainment
• Lisa Gray, Head of Content, The Feds
• Marshall Heald, Head of Online, SBS
• Siobhan Mulholland, Creative Director, Dubz.tv, UK

1:15–2:30 pm BREAKOUT Grand Ballroom 1

Traditional advertising models are underpressure, challenging the content-distribution ecosystem to adapt in response to empowered consumers. Brands are enthusiastically pursuing opportunities ushered in by digital television and interactive media. Savvy brands are now creating original programming. What do advertisers need from program partners? How can brand interactivity better engage viewers with traditional shows? What role do programmers play in brand-generated shows? Where do brands fit into direct-to-web distribution and user-generated content? Learn from teams that have ‘been there, done that’ as we speak to various content owners and related advertisers on their recent collaborations.

Session Producer:

• Tim Flattery, Executive Producer— Branded Entertainment, Carat

Speakers:

• Damien Bray, CEO, Brand New Media Entertainment
• Michael Cook, Executive Producer, The Feds
• Matthew Hunt, Managing Director, RedLever

1:15–2:30 pm BREAKOUT Meeting Room 4

How to find, engage and retain audiences through social networks such as Bebo, Twitter, branded microcommunities and Facebook/MySpace widgets and iPhone applications. Specifically for those in the industry of providing ‘real time, experiential marketing’ social media assets (content) and distribution (networks) are pulled together to provide both campaign and long term strategies for building brand in the social media space. Laurel Papworth is a Power150 media blogger and in the top 5 media bloggers for Australia.She has been teaching for 20 years, mostly in the area of online communities and virtual communications.Laurel is the senior social media strategist in Australia, consulting to companies in Australia, Asia and Middle East including Fairfax: RSVP Dating Community, Sony Corporation, Universal McCann EricksonWorldWide and Channel Ten.

Session Producer:

• Laurel Papworth, Social Networks Strategist

3:00–4:15 pm BREAKOUT Meeting Room 4

Kelly Chapman and Sarah-Jane Woulahan will walk you through various examples of branded entertainment produced in Australia and internationally—from small, independent scale projects to huge global productions.Through case studies they’ll demonstrate approaches to creating immersive entertainment experiences that incorporate commercial partners, and explain how audience-centriccontent creation lends itself to meeting the needs of brands.

Session Producer:

• Kelly Chapman, Producer, KCDC

Speaker:

• Sarah-Jane Woulahan, Director, Portable

FRIDAY 20th NOVEMBER

12.00-1.15om Breakout: Meeting Room 2

This is an opportunity for producers to get a general update on the digital media landscape in Australia, meet those who are active in the space and develop relationships with potential partners including broadcasters, digital content distributors, digital studios, telcos, government agencies and branded entertainment media agencies. Producers will meet people who can assist with developing an efficient digital strategy and learn more about their requirements. Pitching is only allowed at the discretion of the executives. Pre-bookings essential. Please see Cynthia at the Roundtables Booking Desk on Level 4 for availability.

Executives include:

• Debra Allanson, Managing Director, Studio Ish
• Arul Baskaran, A/Head of Multiplatform Production, ABC
• Mike Cowap, Development Manager, Innovation, Screen Australia
• Dan Fill, Partner, Chocolate Liberation Front
• Tim Flattery, Executive Producer—Branded Entertainment, Carat
• Jason Franklin, General Manager, Branded Entertainment, Endemol Southern Star
• Marcus Gillezeau, Producer, Firelight
• James Grant Hay, Senior Brand Strategist, RedLever
• Marshall Heald, Head of Online, SBS
• Mike Kerry, Business Development Director, MySpace Video, Australia and New Zealand
• Sally Nelson, Group Manager Movies & Video, Telstra Media
• Christopher Smyth, Product Manager Video, Ninemsn
• Jennifer Wilson, Director, The Project Factory

International Guests

• Kay Benbow, Head of CBeebies Production, Animation & Acquisitions, BBC, UK
• Andrew Bohn, Partner, Fluent Entertainment, US
• Stephanie Bohn, Director of Worldwide Marketing, Digital Distribution, Warner Bros, US
• Jules Borkent, SVP, Global Acquisitions & International Programming, Nickelodeon, US
• Ken Faier, President, Nerd Corps, CA
• Bob Higgins, Head of Creative, Wildbrain, US
• Samantha Horley, Managing Director, Salt, UK
• Brian Seth Hurst, CEO, The Opportunity Management Company, US
• Ian Hutchinson, Partner, Silver Reel, UK
• Heather Kenyon, VP Project Development & Sales, Starz Animation and Film Roman, US
• Annmarie Lesiuk, Managing Director, Minds Eye International, US
• Sharon Menzies, Managing Director, Fulcrum Media, NZ
• Charlotte Mickie, Executive Vice-President International Film Sales e1 Entertainment, CA
• Annie Miles, Executive Producer, UK
• Siobhan Mulholland, Creative Director, Dubz.tv, UK
• Gordon Paddison, Founder & Principal, Stradella Road, US
• Isaac Palmer, MD, MESA Global, US
• Antonio Salas, Sales Executive, Bankside Films, UK
• Christopher Sandberg, CEO and Founder, The company P, SE
• Sander Schwartz, EVP, Head of Children and Family Entertainment, FremantleMedia, UK
• Christopher Skala, Senior VP, Programming & New Content Development, HiT, UK
• Adrian Ward, Senior Vice President—Entertainment, Sports & Media Department, Bank of California, US
• Michael Werner, Co-Chairman of Fortissimo Films, HK
• Matthew Weiner, Series Creator/Executive Producer/Writer, US
• Nick Wilson, Director of Children’s Programmes, Five, UK
• Michael Wrenn, Curious Film Distribution, NZ

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• Mastering Multi Platform Content (5)
• Multiplatform Content Seminars & Workshops (2)
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LAMP’s Gary Hayes created, posted & paged (on his top 5 Australian AdAge blog, Personalizemedia) this simple flash app a few weeks ago to demonstrate the tsunami of content, communication and commercial activity across Social Media, Mobile and Games. The widget, embedded below, rather ironically went viral itself as it is was linked to from Wired, Guardian, other major sites and was re-tweeted over 2000 times which generated a reach around 15 million! It is now embedded in over 450 sites (over 150 shown in the video below the counter) and Gary is keeping it constantly updated with the latest stats across the 40+ metrics.

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Australians now spend an average of 16.1 hours on the internet each week, 12.9 hours watching TV, 8.8 hours listening to the radio, 3.7 hours on a mobile phone and 2.8 hours reading newspapers according to The Nielsen Online Internet and Technology Report quoted in The Australian earlier this year. With internet use now eclipsing TV viewing Australian broadcasters are in for a bumpy ride over the next few years. In this environment, how well prepared are our content producers for a world of participatory media, social networking and transmedia storytelling?

AFTRS are running a new post graduate course in 2010 which has been designed for content producers of all persuasions to combine the practical skills of traditional media with those of the online world. What’s clear is there is a huge appetite by global audiences for rich media content and we need skilled producers to start the conversations.

More information about this groundbreaking new course is available here and applications close on November 1, 2009

The course has been developed utilising the knowledge and experience gained through LAMP workshops, seminars and residentials and the pool of national and international experts who have contributed to its success. To get an idea of the calibre of our industry speakers here is a list of links to some of the most pertinent LAMP podcasts, vodcasts and slideshares about Multi Platform Content innovation. And finally, some of our industry testimonials and more stats to help you ponder your future.

Innovations in Multi Platform Content Seminar

With speakers including Anthony Mullins and Jackie Turnure from Hoodlum (Prime Time Emmy Award Winners), Social Media Strategist Laurel Papworth, Senior Vice President of Animal Logic Interactive Giancarlo A. Mori and Multi Platform producer Jim Shomos

Television 2.0: Social TV Seminar

Featuring Acting Head of ABC Multi Platform Arul Baskaran, Director of AFTRS LAMP Gary Hayes, Head of informitv William Cooper and Head of Strategic Development at ABC Innovation Chris Winter.

The Social Media Campaign

Featuring Social Media Strategist Laurel Papworth, Multi Platform Producer Martin Walsh, Geoffrey Emmerson, CEO of The Prosperity, Gary Hayes Director of AFTRS LAMP and Danielle Warby Online Marketing Director, Faculty of Economics and Business, University of Sydney

Industry Testimonials

The screen industry is rapidly evolving and now more than ever there is a need for skilled multi platform specialists. Practical knowledge and learning in this area with the AFTRS has helped to transform the way we produce and deliver our projects.

Marcus Gillezeau and Ellenor Cox, 2009 International Digital Emmy Award winners

To reach our audiences, we need to cleverly create and adapt screen content, so that it is engaging on multiple platforms. Screen NSW is keen to support talented practitioners with well thought out multiple platform projects, as the future and relevance of our industry depends upon them. Take this course and extend your skills and your industry opportunities.

Tania Chambers, Chief Executive, Screen NSW

Fifteen years ago when I talked about multi platform content I was talking about new innovative ways that we will use to tell our stories in the future. That future is now, these days it’s a given in the screen content industry that you have an in-depth understanding of how to multi platform your content. It’s very exciting that AFTRS is presenting a national course specific to multi platform storytelling.

Sohail Dahdal, Emerging Media Producer (First Australians, Long Journeys Young Lives)

Audiences are consuming content across multiple screens and are increasingly expecting this as standard.  This presents an enormous opportunity for a new generation of storytellers to meet this expectation.  AFTRS has pioneered education in this important new sector of the media, and this course consolidates the varied skills required into one place

Guy Gadney, The Project Factory

Emerging Media Statistics

“Three out of four Americans use social technology”

Forrester, The Growth of Social Media Adoption, 2008

“Two thirds of the global internet population visit social networks” - Nielsen, Global Faces and Networked Places, 2009

“Visiting social sites is now the fourth most popular online activity, ahead of personal email.” - Nielsen, Global Faces and Networked Places, 2009

“If Facebook were a country it would be the 8^th most populated in the world, just ahead of Japan” - Mark Zuckerberg, Jan 2009

“Worldwide production of over 1 billion mobile phones per year is driving both innovation and adoption of ever more capable portable devices.” - Australia and New Zealand Horizon Report, 2008

A new survey by the Conference Board reports that almost 25% of U.S. households watch TV shows 
online as opposed to 20% just one year ago. Of these viewers, 43% watch news shows, 35% sitcoms, 
comedies and dramas, around 20% watch reality programming and 18% sports. - Conference Board report quoted in the LA Times, September 2009

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STUDY MULTIPLATFORM CONTENT PRODUCTION part time at AFTRS in 2010

All video and audio below recorded at the AFTRS Theatre July 2009. LAMP pod and vodcasts are published through iTunes – click on the icon on the right if you have iTunes to subscribe now!

FIVE SEMINAR VIDEOS – Click the skip arrows to move between presentations

1. THE SOCIAL MEDIA MARKETING CAMPAIGN & COMMUNITY – 50m (slideshares here) © Laurel Papworth – Australia’s leading Social Network Strategist and communities manager
2. DIGITAL AND SOCIAL INFLUENCE MARKETING 35m © Martin Walsh – Head of Digital Marketing Microsoft & Independent Film Actor & Producer Red Dune Films (slideshare embedded here)
3. ANATOMY OF A BLOGGER OUTREACH CAMPAIGN -  16m © Geoffrey Emerson Managing Director The Prosperity Principal
4. (Seminar Intro) THE RISE AND RISE OF SOCIAL MEDIA – 13m (slideshares here) © Gary Hayes Director LAMP @ AFTRS and CCO of MUVEDesign
5. UNIVERSITY MEET SOCIAL MEDIA -  16m (note: music error first few minutes) © Danielle Warby Online Marketing Coordinator for the Faculty of Economics and Business at the University of Sydney

Original seminar link – Social media has exploded over the last 3 years,  the scale of this phenomenon means no one can ignore it anymore. For example mid 2008 there were over 113 million blogs, 200 million active Facebook users & over 1.1 billion twitter messages. Today over 346 million read blogs and another 130 million watch YouTube videos, daily. But it is the time spent using social media that tell a more significant story. Facebook users logged 13.9 billion minutes on their site in April 09, MySpace 5 billion minutes and the new kid in town, Twitter logged 300 million minutes. According to a Nielsen study, total minutes spent on social networking sites has increased 83 percent year-over-year. Learn how to connect and be involved in this social revolution.

AUDIO ONLY VERSIONS OF 1-5 ABOVE – Click the skip arrows to move between presentations

ABOUT LAMP PODCASTS

This podcast presentation by LAMP @ AFTRS.

• Video & audio recorded by AFTRS Post-production & Digital Dept
• Pod and vodcast editing, encoding, tagging & publishing by Gary Hayes

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THE SOCIAL MEDIA CAMPAIGN: CONNECTING & CONVERSING WITH YOUR AUDIENCE COMMUNITY

Social media has exploded over the last 3 years,  the scale of this phenomenon means no one can ignore it anymore. For example mid 2008 there were over 113 million blogs, 200 million active Facebook users & over 1.1 billion twitter messages. Today over 346 million read blogs and another 130 million watch YouTube videos, daily. But it is the time spent using social media that tell a more significant story. Facebook users logged 13.9 billion minutes on their site in April 09, MySpace 5 billion minutes and the new kid in town, Twitter logged 300 million minutes. According to a Nielsen study, total minutes spent on social networking sites has increased 83 percent year-over-year. Learn how to connect and be involved in this social revolution.

A two part event:

1. The three hour seminar will introduce you to the most successful online marketing case studies, promoting content, brands and events online and will demonstrate a range of community building techniques
2. The one day workshop will be intimate hands-on training in how to use a variety online social tools to connect to and grow audiences around ‘your’ niche areas, whether production, event, brand or service

Both days are suitable for creatives wanting to generate interest in their work, marketing departments needing to understand this new environment and any one wanting to understand, promote themselves and grow online communities

SEMINAR: Thurs 2 July 2 – 5 pm CLICK TO APPLY $60

Aimed at anyone who wants to promote themselves, their product or creation into communities. This seminar led by Laurel Papworth looks at the latest techniques of marketing yourself online through engaging with online events, social networks and DIY social media and the workshop will examine case studies of successful producers and creators doing it for themselves.

Final speakers:

• Martin Walsh – Head of Digital Marketing Microsoft & Independent Film Actor & Producer “Long Tan” + ARGs (42 entertainment)
• Danielle Warby – Online Marketing Coordinator the University of Sydney
• Geoffrey Emerson – MD of The Prosperity Principal – Sydney Experiential, Digital, Social Media, Design and Video production
• Laurel Papworth – Australia’s leading Social Network Strategist and communities manager
• (intro) Gary Hayes - Director LAMP and CCO MUVEDesign

WORKSHOP: Friday  3  July 10 am – 5 pm CLICK TO APPLY $240

A workshop looking at how to understand the new audiences, build traffic and loyalty that goes way beyond creating a Facebook group or uploading a trailer onto YouTube but looks at a multitude of techniques of engaging through online events, real time conversation, socializing content and personal or corporate brand building. Some of the key aspects of the Social Media Campaign to be explored are described by Laurel below from her blog

1. Get involved, read what’s out there, source top bloggers, forums, bulletin boards, Twitterers, Digg fanatics and Facebook discussion groups – read and understand them.
2. Create – or better yet, find – social media assets you didn’t know you already had. Powerpoint presentations from the shareholder meeting? Put ‘em up on slideshare. FAQ’s and Customer Service Tip sheets? Put them in a wiki or a blog post. That sort of thing. Don’t waste money on made-for-web ‘viral’ crap. It’s useful, not buzzy stuff that social media wants.
3. Discuss – any campaign you create that is not discussed in social networks, doesn’t exist.Make sure the tools for discussion exist, don’t lock it down with pre-moderation and pdfs.
4. Promote – use distribution, not content networks for promotion. That would be Facebook, Digg and the like (you can’t blog on those sites, they are not for Citizen Journalist, but for Citizen Editor). Better still, offer widgets for customer to customer promotion.
5. Measure, analyse, get your metrics. Which ones are meaningful? A top blogger blogging or a Facebook group discussing? Hits to your web page or increase in Technorati keywords?

By the end of this workshop participants will have had the opportunity to learn about:

• The online ecology of social networks

• Techniques to distribute your content as widely as possible to a global audience

• Planning and staging a campaign which has maximum impact and reach

• Building loyalty and community with an online audience

About Laurel Papworth

Led by Laurel Papworth who is a Power150 media blogger (global – AdNews) and in the top 3 media bloggers for Australia (B&T). She has been teaching for 20 years, mostly in the area of online communities and virtual communications. Laurel is the senior social media strategist in Australia, consulting to companies, not for profits and government departments in Australia, Asia and Middle East including:

• Middle East Broadcasting (Dubai/Saudi Arabia) – Channel MBC4
• Telecom New Zealand
• Fairfax: RSVP Dating Community
• Sony Corporation
• Universal McCann Erickson WorldWide
• CHANNEL TEN: including Australian Idol community
• Sulake: Makers of Habbo
• Macquarie Leisure
• Macquarie Media
• New Holland Publishing
• Australasian, Performing Right Association (APRA)
• Peoplebrowsr
• MySongcast.com unsigned bands community
• Australian Businesswomens’ Network
• Pink Sofa online community
• ABC Australia
• National Archives of Australia (gov)
• Department of State and Regional Development (gov)
• Department of Primary Industry (gov)
• Australian Film Television and Radio School (edu)
• University of Sydney (edu, public)
• University of Western Sydney (edu, Masters program).

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LAMP ‘STATE OF PLAY’ SEMINARS

Profiling successful case studies, people and the latest techniques across multi platform social media.

• FREE themed seminars running on the last Wednesday of every month at 6pm – 7pm.
• No need to register just turn up to the main Theatre at AFTRS, Sydney (directions)

Next FREE seminar:

Wed April 29 – FREE AND EASY: Open Source Creative Tools

There are a vast range of new free to use tools that enable rich and efficient collaboration for audiences and professionals alike. What are the best tools for online communities, project development, video distribution and marketing. A survey of free to use tools and services including Mogulus, Twitter, Joomla, Ning, Blogger, Ustream, Drupal, Wikis, Social Bookmarking, Virtual World Gatherings, WordPress and many others.

Presented by Australia’s foremost Social Network strategist Laurel Papworth will give a clear overview of the best tools to collaborate from a creative, marketing and social angle. She will show the how the previous audience are now TV channel producers, publishers, news agencies, film makers, music producers and how professionals can re-engage by becoming learning the ‘tricks of the community’. Laurel will also cover the basics of how generic social media tools like Ning, UStream and Blogger can be used to quickly create your own networks.

• Speakers:  Laurel Papworth‚ Social Media Strategist & CEO World Communities
• others to be announced
• Introduction by Gary Hayes – AFTRS LAMP

Laurel Papworth
Laurel is a senior consultant, strategist, writer and workshop facilitator on online communities and social networks in Australia, Asia and Middle East. She features regularly on ABC Radio, Public and Commercial TV, serious newspapers and major global blogs. Laurel consults at executive level and facilitates strategic workshops on the impact of social networks on industry sectors, teaches marketing, blogging and social media courses for companies and runs workshops for small and home business on behalf of the Australian Government. Laurel taught the first Australian public social media courses in 2005 at University of Sydney and in addition, develops and teaches Insights Masterclasses for LAMP at Australian Film Television and Radio School on innovation and cross media. When not consulting with companies building online community strategies, Laurel is a global Power150 Media and Marketing blogger (Advertising Age) placing her as #5 blogger in Australia.

Upcoming FREE seminars:

• Wed May 27 – MASSIVELY MULTI-STORYTELLER WORLDS: The Drama of Game Worlds
  • Virtual worlds are now populated by 900 million players globally with many spending more time in them than their real lives. This ‘State of Play’ seminars looks at the range of stories being created in these social and game worlds. It will focus on the drama being created by these full time role players and the opportunities for traditional writers to engage in this popular medium. Speakers: Gary Hayes (AFTRS LAMP) and others to be announced
• Wed Jun 29 – CINEMA 2.0: Big Screen Participatory Futures
  • Stereoscopic 3D, interactive cinema, games in cinema. Where does the future lie for cinemas and other public screen spaces? Speakers: Tim Baier (Animal Logic) and others to be announced

Previous seminar/s

• Wed March 25 – TELEVISION 2.0: latest innovations in online video
  • TV is in major transition. Where are the opportunities across on-demand platforms? Is the old advertising model broken? Will broadband to set top box comfortably co-exist with video on the web? A pre MIP TV session to help prepare you for big changes just on the horizon.
• Speakers:
  • Arul Baskaran (Executive Producer ABC TV Multiplatform)
  • William Cooper (Informitv – live from UK),
  • Chris Winter (ABC Innovation)
  • Gary Hayes (LAMP)

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This LAMP mentored project from Marcus Gillezeau and Ellenor Cox (of Firelight Productions) has been nominated in the Fiction category of the 2009 International Interactive Emmy Awards. These awards are held at Milia in Cannes each year and this year it is from 30 March to 3 April. The video below with a voice over by Marcus himself, explains Scorched and is also used by judges to help select the nominations.

Through these awards, the International Academy of Television Arts & Sciences is celebrating a significantly growing sector of the television industry and recognize excellence in content created and designed for viewer interaction and/or delivery on a digital platform.

Fiction category

• Director’s Cut – The Revenge, Container Group S.A., Argentina
• Kirill, Endemol UK / MSN , United Kingdom
• Pietshow, Grundy UFA TV Produktions GmbH, Germany
• Scorched, Firelight Productions in association with Essential Media & Goalpost Pictures, Australia

Scorched has also recently been nominated for the local Australian AIMIA awards – all nominations here.

About the video “Scorched is one of the largest all-media, interactive drama projects ever in Australia, screening across the Internet, mobile devices and prime time TV. Find out more about how the team put together the roll-out of the project.”

Scorched has received a great deal of attention and commentary from press and also those closer to the project. This is the LAMP post about the launch, here is Guy Gadney (then head of PBL New Media, Channel 9) and Gary Hayes (LAMP Director’s personal media blog).

It is great news that another LAMP connected project is entered into the International Emmy’s – examples of earlier ones included the winner of the Ogilvy Amex award by then LAMP mentor Jackie Turner and other LAMP projects such as  The Deep Sleep won development awards too.

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The AFTRS Laboratory for Advanced Media Production, the first three years of residentials. Around 34 of the 61 projects that were developed over one intensive week to a pitch, flash by in 2 minutes.

These images are part of the original 15-20 minute presentation at the end of that week to commissioners, interested stakeholders and most importantly the mentors and each other. At the moment most are in further development, seven are in full production and five have been produced to audience.

Music: Bounty Island, DJ Shah’s Antonio Harbour Mix

The projects in the video are:
Aftershock, Faction, Captive, Stalkers Ink, Catalyst, Black Creek (renamed), Killer Gene, Machine, Detective Dale, Mondo Froggo, Get Carla, City Games, Middlemania, The Apartment, InWorld, Project Greenlight 2, Thursday’s Fictions, Portable Ghosts, Virtual Roadside Memorials, Call to Arms:Sea Patrol, Master Raindrop, Insect Men, HitIt, Perfect Partner, Tell Tales, Wild Ark, Georgiana Molloy, What If Macbeth, Urban Anarchy, Sum of our Parts, Read with me Play with Me

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