Produce, distribute and promote a new generation of digital content...
BE TECHNOLOGIK - BE FINANCIAL - BE CONNECTED !
Screen4All Campus is a training course dedicated to funding avenues and to disruptive uses and technologies in the TV, film and new screen industries.
In a media and entertainment world that is about to go 100% digital, it is becoming essential to learn about all steps in the image chain, from production to screening, in order to remain confident and knowledgeable in the digital era.
Producing an audiovisual work (documentary, film or TV fiction) has always been a fragmented process: each program is processed and distributed by a series of professionals, from the initial design to the final distribution. With the digital revolution, especially the trend towards content dematerialization, this creation chain is undergoing dramatic changes...
With an increasing number of distribution channels and the appearance of new players in the content production and distribution markets, the paradigm is changing even faster.
TV channels and publishers are facing very aggressive international competition. Sources of funding are already diminishing and this trend will continue, making production increasingly fragile. At the same time, the spirit of community and collaboration that has been developing with the internet will continue its growth.
In order to overcome the challenges of this new era, a three-pronged approach is necessary, taking into account the factors that enable creation: technology, funding and connection with audiences, both present and future...
...Without mastering technology, it is becoming difficult to produce and distribute films on an international scale. This issue relates to standards, but also to visual language. Never before has the audio-visual landscape seen so many formats and technical offers available for creators; this is a fantastic opportunity for those who know how to choose the right tools, but a nightmare for those who don't have enough information!
Filming is constantly being revolutionized: with new cameras, new generations of sensors, and increasingly processing power, images can be produced in very different ways.
It was already possible to capture images with a very high resolution of 4K, and some camera prototypes are even announcing resolutions of 8K or higher, which opens up new opportunities in terms of narration, with reframing or interactivity... Aside from improvements in resolution, connected objects – especially drones – also contribute to advancements in narration. En parallel, a new production ecosystem is being developed for virtual reality (360° VR). Finally, the landscape of distribution is also dramatically changing...
Technology topics covered during the course:
- 4K, UHD, 360° VR, DRONES: what impacts on your contents?
- Filming with drones: good practices
- The 360° VR ecosystem: technologies and markets
- 360° filming: cameras and workflows
- Multi-screen production: basic notions and good practices
- Content for companion screens (OTT): basic notions and good practices
Up until recently, most producers funded their projects with support from TV channels, be it for fiction or documentaries, distributed in theaters or on TV. The large amount of content available through various distribution channels puts traditional TV stations in an economically difficult position, as they must deal with both competition from new players and lower advertising revenue. This impacts producers' budgets, and they must find new sources of funding.
As a result, creativity and an open mind are becoming essential qualities for producers...
Financial topics covered during the course
- What funding opportunities are created by new production ecosystems?
- Crowdfunding: Preparing a crowdfunding plan: good practices, tips & tricks
- New contents, new business models
The number of image distribution channels has increased manifold. For decades, the media have been reaching audiences with a one-to-many approach. While this model still exists today, it is completed by new structures such as one-to-one or few-to-few; the media landscape today is highly specialized, and mass audiences are no longer the only model of reference.
Social networks have now become essential tools to promote content and secure funding sources, but also to involve audiences using social TV features that enhance sharing.
In order to be successful, producers must also learn about digital marketing. Also called e-marketing or web marketing, this concept encompasses all methods and practices used for marketing on the internet: online communication, e-commerce optimization, traffic generation on all digital supports (computers, mobile devices, video games...).
With digital marketing techniques, the relationship with audiences can reach an unprecedented level: permanent interaction is now taken into account at the earliest stages of projects, when it is released, and sometimes even at later stages in order to build brand loyalty.
Art, culture and creation are not incompatible with marketing, and with the plethora of content available these can become a way to engage with audiences and stand out. There have always been true fans: they are the prescribers, the trailblazers who help raise a film's profile... and powerful tools are being developed to reach these fans more easily.
Connected topics covered during the course:
- The added value of companion screens and multi-screens
- Developing and engaging with the audience
- Distributing new content
- Digital marketing and advertising