The future of entertainment
Wednesday, 2:30pm - 3:30pm session
Entertainment in Virtual Worlds - It's Not Games. it's Not TV. It's....
With the advent of virtual worlds television networks, individual channels and individual shows can now create interactive versions of their franchises and engage fans directly, immersing them into the environment. Find out how to successfully extend a television brand, including measuring audience participation and extending the advertising business model. Speakers will discuss activities on multiple virtual worlds platforms.
- Jerry Paffendorf - Wello Horld (Moderator)
- Daniel Schiappa - Microsoft
- Reuben Steiger – Millions of Us
- Sibley Verbeck – ESC
- Blake Lewin - Turner Broadcasting (CNN and all the rest)
It’s not games its…
Here are my notes on the panel discussion:
Sciappa: Microsoft involved in VW’s? Have been involved from a gaming environment for some time (like Halo 3) and are pretty aggressively looking at how they can partake in this new business.
Steiger: Most important word in the industry is storytelling and how do we do that in these worlds?
Sibley Verbeck on the question "what's your most exiting VW Experience: Jerry.... well, my most exciting experiences were all things I did with Jerry...
Lewin: Turner is very interested in VW’s. The concept of the virtual space is a living network that needs programming. Turner Broadcasting is looking into Kaneva to find media consumption habits.
Places online where people have faces and at the same time talk face to face with eachother.
Sciappa (again sidecommenting CSI):The internet for the most part still is a research tool. It doesn’t offer the incredible immersive, interactive experience VW’s do.
Sciappa:I’ve never watched CSI, but I’m sure I’m gonna watch the show on the 24th and go into Second Life to be part of the team, to participate and help solve the murder.
Like the Sheep, Millions of Us also have a project up and running with a televisionshow for which they build part of New York. (forgot the name of the show). It also involves gaming and other interactivity.
Are VW’s going mainstream in entertainment?
Lewin: People wanna be engaged in creating their own entertainment. It’s flipped the industry upside down. Kaneva save for us as it is more controlled. Turner has lots of great 3D modelers, they want High End things.
Sciappa:Virtual Earth is Microsofts most advanced endeavour in 3D outside a gaming environment. MS has lots of products that have scale. Scale is the issue, the key carrier needed for VW’s to go mainstream.
Steiger: We build Scion City. Went up and down as it goes, than we let people move in, that didn’t move the world either. Now we’re focusing on a narrative, set about 500 years in the future. It’s compelling, but it’s advertising as well.
Is the grid ready to go mainstream:
Verbeck: We’ll see.. keep our fingers crossed at the 24th.
Steiger: The features will follow the crowd, rather than the other way around