Today, on the verge of the next technological challenge – HD – another and even more considerable upheaval has arisen.VOD, IPTV, free or paid Internet downloading, ADSL TV, programmes available via mobile telephony; these signal that the whole current economic structure is undergoing modification, to give way swiftly to a new functional mode.
We still do not know, today, how the ratios of force within the audiovisual industry will be expressed tomorrow, but it is already certain that independent producers must adapt to the appearance of these new platforms, because they correspond to new trends in consumption.
It is also well understood that new players have begun to assume an increasingly active role in this market: the telecom companies, consumer electronics companies, mobile telephone operators, Internet service providers.
A new economic model
Will broadcasters claim the new media rights? Can producers retain them, and separately negotiate? In this situation, do they risk to loose their sources of finance from broadcasters? Will they find other sources from the new platforms? Will producers and broadcasters associate to share the newly generated profits? The audiovisual moves towards a new economic model, not yet defined, and this intermediate period – as in all epochs of great change – is at once both passionate and disturbing.
New platforms’ Master
For this reason in March and June 2007, we held 2 Cartoon Masters totally dedicated to new platforms and emerging business models. Over 200 participants attended and speakers from Google Video, Microsoft, Tiscali TV, Mondo Media, Glowria, France Telecom, Telefónica … presented their content and online strategy to European animation producers.
The next CARTOON MASTER DIGITAL in April 2008 will continue to be devoted to technological actors and innovations taken up by consumers on Internet, interactive TV, TV on mobile, mobile phones and game consoles. How can producers build and bring content to these platforms?
Who will shape the future of entertainment between broadcasters, telcos, portals, consumer electronic giants and IT companies? Peer-to-peer, UGC, social networks, gaming communities are on the rise. How can animation producers be part of these new networks?
Multi-platform projects
At this stage, the producers have only one certitude: their new projects must evolve. They cannot remain content to develop a series solely for TV distribution, as previously. From the first writing stage, they must integrate a global concept apt to function with the new formats and new distribution supports. More and more producers are transposing their «bible» across the whole range of platforms. American and Canadian producers have already taken the lead in proposing an arsenal of transpositions starting from an animated series project. European producers must also adapt to the evolution of novel consumption trends and, as early as the Cartoon Forum Ludwigsburg, conceive their project in multi-platform versions.
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