Transmedia: Five Steps to Selecting your Right Platforms – Part 2

This blog post reveals step 2 of Robert Prattens five-steps to Selecting the Right Platforms. The content of this blog post is paraphrased from Prattens words in his post  

Stage 2: Consider the relative strengths and weaknesses of each platform

In determining a platforms’ strengths and weaknesses:

First – consider the experience you’d like to create and which platforms are best suited to it

Second – rank a short list of platforms and ensure they create a mix that works synergistically.

Choosing the right platform for the right experience

Device manufactures spend a lot of time thinking about how their products will be used. Learn a lesson from these guys and don’t just partition your story across platforms but take time to adapt it so it works in the context of the device and the audience lifestyle.

Table 1 and Table 2 present possible ways to segment your platforms by the nature of audience participation. Use this type of approach to inform the platform selection around the type of experience you’d like to create.

Table 1: Possible platform segmentation 1

  Personal Shared
“Passive”
(Lean back)
Watching movie: mobile phone, laptop, slate

Reading: book, mobile, laptop, slate, kindle

Cinema

TV

Theatre?

“Interactive”
(Lean forward)
Handheld game

Mobile

Laptop

Slate

Kindle (interactive fiction)

Multiplayer game

Theatre?

iPad/Slate?

 

Table 2: Possible platform segmentation 2

Location agnostic Location-dependent
Personal Shared Personal Shared
Web series

Comic/Graphic novel

Motion comic

Book

eBook

Pin (badge)

    Poster

Event

Façade projection mapping

Merchandise Exhibition
Mobile game

ARG (alternative reality game)

AR (augmented reality)

Postcards and flyers

Find the right mix of platforms

Given that each platform will have its own strengths and weaknesses, the goal of this stage is to be objective about why a certain platform should remain in the mix. Prattens approach is to score each platform based on the following criteria:

  • Revenue gained
  • Cost (inc. time) of delivering content
  • Ability of platform to enable social spread of content
  • Fit to audience lifestyle
  • Remarkability (uniqueness/coolness/timeliness/quality) of platform or content
  • Timing of release to audience

The table below shows how these might be scored from 5 to 1. Pratten also refer to an Excel spreadsheet tool that’s available for download from the Zen Films website.

While the exercise feels a little academic, if you have to justify external funding and justify to yourself that it’s worth putting time into something, it’s worth quickly running through the numbers – you might find some surprising results.

Table 3: Rating a Platform

  Rating
Revenue Good=5, Poor=1
Cost Low=5, High=1
Spreadability Good=5, Poor=1
Lifestyle Fit Good=5, Poor=1
Remarkability Remarkable=5, Unremarkable=1

 

I wish you all the best

 

/Janni

 

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