Saturday, Nov. 10 Opening Remarks from FoE Fellows Xiaochang Li and Mike Monello
Curing the Shiny New Object Syndrome: Strategy Vs. Hype When Using New Technologies With the constant barrage of new technologies, platforms, and services vying for attention, media producers and marketers are frequently lost among the potential places–and ways–of engaging with their audiences. Before they have ever truly figured out one technology, they’ve already moved to another, because of an intense desire to be “first.” As such, companies and media properties have launched–and then abandoned–their virtual world presence, their mobile app, their social game, and their QR code and are now exploring “social TV,” “Twitter parties,” Pinterest pages, augmented reality, and location-based initiatives. This leaves the web littered with old blogs, microsites, and profiles and companies blaming technologies when, too often, it’s been the lack of strategy that led to no traction. How do storytellers and communicators build a framework to more intelligently choose technologies based on how a platform aids their story and their audience, rather than a “gee whiz…get me one of those” approach? How does–or should–listening to the audience factor into this process? And what role, or responsibility, do technology creators have to help with this integration process? Drawing on examples contemporary and historical, this panel looks at how and when to take risks with new platforms, the difference between “innovative failure” and “failure to innovate,” and the deeper patterns of engagement that help us make sense of how new platforms and behaviors connect to longstanding means of engagement. Panelists: Todd Cunningham, Futures of Entertainment fellow and television audience research leader Jason Falls, CEO, Social Media Explorer Eden Medina, Associate Professor of Informatics and Computing, Indiana University David Polinchock, Director, AT&T AdWorks Lab Mansi Poddar, co-founder, Brown Paper Bag Moderator: Ben Malbon, Managing Director, Google Creative Lab
Rethinking Copyright: A discussion with musician, songwriter, and producer T Bone Burnett; Henry Jenkins, Provost’s Professor of Communication, Journalism, Cinematic Arts, and Education at the University of Southern California; and Jonathan Taplin, Director of the Annenberg Innovation Lab at the University of Southern California. As the recent legislative battles have demonstrated, it’s becoming painfully clear that our conception of copyright is ill-prepared for regulating and making sense of a world where media content is fluidly circulated by most of a society. However, in an effort make content free to spread in the ways audiences find them relevant, what is the appropriate balance to ensure that the rights of content creators are preserved and that the incentive to develop intellectual property remains? Rather than continue a debate in which audiences and critics attack copyright while media companies cling to them, how might we cut through current tensions to collaboratively imagine what a new sense of copyright, appropriate for an era of “spreadable media,” might look like?
The Futures of Video Gaming Many innovations in the creative industries owe their roots and inspiration to the gaming world, from audience engagement and storytelling techniques to distribution methods and cross-platform integration. This session examines some of the critical questions facing those working in the gaming industry as large companies and indie developers grapple with the challenging evolution of the market brought on by new networked technologies, audience practices, and business models. How are game developers embracing or rejecting the unauthorized play of games online, and how has piracy evolved as a discourse in the gaming sector? How do creators strategize around the widespread circulation of games through automated propagation (using friend invitations for social and “free to play” games) — or grassroots spreading (for unexpectedly popular titles like Minecraft) — of information through social network sites? How badly are new architectures (Steam, Xbox Live Arcade, PSN Network) clashing with old traditions (game stores, $60 game discs)? And how are business models in the gaming industry shifting as we see massive success simultaneously from high-budget technology like Kinect and low-budget distribution like the Humble Bundle? Panelists: T.L. Taylor, Associate Professor of Comparative Media Studies, MIT Christopher Weaver, founder of Bethesda Softworks and industry liaison, MITGameLab Ed Fries, architect of Microsoft’s video game business and co-founder of the Xbox project Walter Somol, head of tech community outreach, Microsoft New England Research and Development Center Moderator: Futures of Entertainment Fellow and games producer Alec Austin
The Futures of Storytelling and Sports Throughout the history of mass media, sports programming has been an innovator. In today’s era of online circulation, transmedia storytelling, and 24/7 access to engaging with sports stars, teams, and fellow fans, sports franchises could be argued as the most immersive of storyworlds–with drama playing out in real-time, and the “narrative world” being our own. What is driving innovation in how sports tell their stories, and get their fans more engaged than ever, through multiple media platforms? How does operating as a media franchise in our everyday world set sports apart from entertainment properties? How are sports empowered by being “real,” and what constraints does that place on what they can do as well? How are talent engaged to be part of the storytelling? And what innovations are seen as sports are extended wholly into the fictional realm, whether through licensed extensions or various forms of “sports entertainment”? Panelists: Abe Stein, researcher at Singapore-MIT GAMBIT Game Lab; graduate student, Comparative Media Studies, MIT; columnist, Kill Screen Peter Stringer, Senior Director of Interactive Media, Boston Celtics Jena Janovy, Enterprise Editor, ESPN.com Jamie Scheu, associate content director, Hill Holliday Moderator: Alex Chisholm, transmedia producer and Co-Founder and Executive Director, Learning Games Network
Closing Remarks from FoE Fellow Sheila Seles and Dr. Heather Hendershot, Comparative Media Studies, MIT