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Digital Hollywood: Content, Storytelling, Engagement

By Sirpa Aggarwal | Posted on May 03, 2012

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Digital Hollywood opened up with interesting panel discussions about the current state of content delivery and consumer experiences, and how to create more immersive consumer experiences in the future.

The interplay between consumer experiences and respective evolution of software and hardware products was talked about as well, along with ideas for Social TV and second-screen experiences.

The following is a summary of some of the key trends that emerged from the panel discussions during the opening day, attended by Arktan.

The physical TV viewing has changed, yet it has come a full circle: In the past families sat together in the same space, watching the same programming. Later on family members sat in separate locations around the home each watching their own programming. Now again families oftentimes share the same space, but this time each watching their own programming, and increasingly on mobile devices.

TV viewing has always been about a story. Storytelling is at the core of TV. How to augment that storytelling is the key question to be answered. Social TV, too, is about storytelling. TV networks must focus on enhancing TV conversation by telling great stories via TV programs and combining viewer interaction with them.

Social TV is much more than what people are talking about on Twitter and Facebook. For example, X Factor Digital worked with show producers to first really understand how they wanted to tell the story, and then the digital and creative parts got integrated in a top-to-down approach that proved very successful.

The content still has a long way to go to make it truly interactive and engaging. Relevant content will be a key trend now and going forward, and the value of the shows depend on the content that is created.

Curation of content therefore is increasingly important as a way to create audiences, to keep them engaged long-term, and in helping to build a social following.

The power of social media is very measurable, and includes use of social media intelligence. Shows are frequently changed based on change in engagement metrics; for example, time spent watching the shows. There is huge potential for creating second-screen apps that would deepen the engagement.

The technology is the way to bridge content with community, but creating isolated digital experiences is not the goal, rather, technology should make the experiences social, and part of community.

The goal remains to create compelling, engaging experiences, and deliver augmented reality on digital, providing the right content at the right time at the right place.

The above shows just how interconnected the digital space has become, and the trend will continue to evolve towards increasingly seamless integration across the space.

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