Unexpected Media

The 5 Stories of Convergent Media

Pitching ideas to publishers, studios and broadcasters used to be reasonably straightforward. If you had a good story, a track record and talent attached. Not easy to get a deal, perhaps, but at least the rules of the game were mutually understood. It’s not the same with convergent media.

In the labs that I’ve been running for the past couple of years, we’ve been telling people that they build five credible stories when they’re developing projects and preparing pitches.

The User Story.

In an age when it’s never been easier to publish, it’s never been harder to get attention. You need to be able to convince a potential commissioner or investor that there is an audience for what you’re making. The methodologies of user centred design which originated in product design, pioneered by companies like Ideo, and now widespread in web agencies are increasingly important across the creative industries.

The Platform Story.

Very few projects are confined to a single platform any more; there are not many that are ‘360’ but most will play out across more than one medium. Whether you’re developing a transmedia experience or are predominantly aiming at a core medium with enhancements elsewhere, you will want people to get access to your story in a number of different places. You need to be clear about where it makes sense to focus for your audience and how much resource to invest in reaching your users in appropriate places.

The Impact Story.

Or, to put it another way, what are the quantifiable benefits of your project to its audience, the people you’re asking to pay for its production or to your business. This is clearly important if you are doing something which is intended to have social, educational or public service impact, but you may also refer to the size or quality of the audience you will reach. If the main impact is commercial then it will form part of….

The Money Story.

What form this takes will depend on the stage the project’s readiness. You may know your overall budget, you may need funds for development. What’s the size of the market you’re targeting? How will you get customers and how will they pay? If you’re pitching to potential investors, how much do you need from them and what will be their return?

And finally….The Story Story.

You still need a great story, whether it’s entertainment, a product or service you’re making.

People working in new media will often know more about platforms and the way that they’re used by audiences or consumers than commissioning editors, angels or other investors. To convince them to part with money, you’re going to need to master all 5 Stories.