104815 - TRANSMEDIA ENVIRONMENTS: MEDIA, MULTIPLATFORM AND TRANSMEDIALITY

Subject type: Optional

Coordinator: Rafael Suarez Gómez

Trimester: Second term

Credits: 6

The language of instruction is Catalan; however, the materials used in class may also use Spanish or English, meaning that the student is fluent in either of these two languages.

This subject is an approach to new narratives resulting from the current digital context, such as interactive and transmedia narratives, where the user has a more active role in the process and the stories unfold in multiplatform environments. The objectives of the subject are:

• Production of content designed for 360º, multiplatform and transmedia mentalities
• Knowledge of audiovisual distribution channels
• Tools for the sale and marketing of audiovisual products

From examples and exercises that will be worked in class, the subject will facilitate and allow: Initiative and creativity to think and develop new projects. Teamwork. Continuity and viability of a project. Professionalization in the circuits of diffusion and distribution of multimedia audiovisual projects.

This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. 

At the end of the course, the student must be able to:  

-RA1: Stimulate and discover skills to relate to the professional world.

-RA2: Develop student creativity.

-RA3: Acquire basic skills to position a product in the market.

-RA4: Evaluate business opportunities based on market information and own capabilities.

-RA5: Identify the different types of digital communities.

-RA6: Describe the psychological characteristics of users.

-RA7: Know the trends of the audiovisual market.

-RA8: Deepen the knowledge of large groups and companies specializing in the marketing of audiovisual products, multimedia and transmedia.

-RA9: Know the commercial circuits and main markets for buying and selling and distributing audiovisual productions.

-RA10: Know and be able to develop one's own brand and presence in networks to promote the dissemination and knowledge of one's own products.

The course will be taught through theoretical classes (master classes with presentations - 4 hours per week), combined with practical sessions (2 hours per week), study of articles or cases and debates. 

Each session will give current and current examples (which can also be video capsules) that will help to better understand the different theoretical concepts, and will be discussed in class with all kinds of topics directly related to the theoretical concepts.

The outlines of each thematic block will be available in the virtual campus of the subject once the theoretical sessions have finished.

BLOCK 1 - ECOSYSTEM

• Introduction
• Structure of the audiovisual industry
  • Cinema
  • Television
  • Digital convergence
• The new media ecosystem
• Audiovisual industry and diversity. The case of Filmin.

BLOCK 2 - NARRATIVE

• New audiovisual narratives
  • Fiction models
  • Non-fiction models
  • Advertising models
• Transmedia Storytelling

BLOCK 3 - HEARING

• Objectives, target and value proposition. Extreme users, empathy map.
• The reception of the media
• Big Data: The Case of Netflix.
• Active audiences
• Social audience
• Audience involvement: gamification.

BLOCK 4 - PRODUCTION and DISTRIBUTION

• Audiovisual distribution
• The buying and selling of audiovisual rights: Ideas and formats.
• Marketing tools: production dossier, pitching, trailer, teaser, speed Markets
• Marketing strategies
• Transmedia Bible
• Rights and licenses: copyright, property rights, Creative Commons, Free-Royalties.
• New brand concepts. Forms of network and multiplatform dissemination.

ACTIVITY 1: PITCHING TRANSMEDIA (individual activity - presentation) (corresponds to the following learning outcomes: RA1, RA2, RA3, RA4, RA6).

From a single idea as an initial input, generate more ideas and develop them in different media, genres and means to give them continuity.

The material will be provided in class and will also be provided on the e-campus.

Oral presentation in class. Mandatory attendance.

At the end of the activity, the student should be able to develop new ideas quickly and present them in public.

ACTIVITY 2: SPEED MARKET (group activity) (corresponds to the following learning outcomes: RA3, RA4, RA7, RA8, RA9).

Organization of a market or fair that, in a fictitious way, will serve to propose the purchase and sale of ideas or formats / audiovisual rights and multiplatform.

The guidelines to be followed in class and on the e-campus will be provided.

The activity is done in class. Attendance is mandatory.

ACTIVITY 3: PRODUCTION DOSSIER / TRANSMEDIA BIBLE (individual activity - portfolio) (corresponds to the following learning outcomes: RA1, RA2, RA3, RA4, RA5, RA6, RA7, RA8, RA9, RA10).

Completion of the production dossier of a project.

The index and guidelines for the dossier will be provided (in class and on the e-campus).

The dossier will be done autonomously, although it will also be possible to work occasionally in class, and will be done individually or in groups.

At the end of the activity the student must be able to: make a production dossier or transmedia sales bible.

OTHER ACTIVITIES

Class work in case studies. Analysis of articles related to the topics covered. Examples, viewed (corresponds to the following learning outcomes: RA1, RA2, RA7).

In case of confinement the following changes will be applied:

-Activity 2 (Speed ​​Market) will be replaced by a practical workshop on examples of buying and selling rights.

-The rest of the activities would not be affected, as they can be submitted and delivered online.

Subject exam:

-At the end of all the blocks of the subject, there will be one exam on the agenda, which will have a value of 40% of the final mark (Assessment method: Examination).

Rules for carrying out practical activities:

-The dates of delivery / presentation of the activities will be established once the teaching period of the subject has begun.

-All activities will be done in class, or will be delivered in person, via e-mail or e-campus.

The value of each activity is:

-Transmedia pitching (Evaluation method: exposure): 10%

-Speed ​​Market (Evaluation method: group work): 10%

-Production dossier / bible (Evaluation method: individual work) 40%

The sum of all activities is 60% of the heat of the final grade.

Important note:

-If you obtain a grade lower than 5 in the exam, you will no longer average with the rest of the exercises, and therefore the subject will be automatically suspended.

-Spelling, writing and oral expression will be taken into account.

Tognazzi, Albert; Ripoll, Jaume; Clarés, Judith (2013). Audiovisual distribution on the Internet. Barcelona: UOC.

Miñarro, Laura (2013). How to sell an audiovisual work. Barcelona: UOC.

Neira, Elena (2016). The other screen: social media, mobile and the new television. Barcelona: UOC.

SCOLARI, C. (2013). Deusto, ed. Transmedia narratives. When all the media count. Deusto.

VILCHES, L. (2013). Convergence and Transmediality. Fiction after DTT in Europe and Latin America. Gedisa.

MARTÍNEZ ABADÍA, J. ... [et al.] Basic manual of audiovisual technology and techniques of creation, emission and diffusion of contents (2009) Ediciones Paidós Ibérica

MILLERSON, G. Realization and production in television. Barcelona, ​​Omega. (2000)

MATAMOROS, D. (coord.) Film distribution and marketing. Barcelona, ​​Publications and Editions of the UB. (2009)

KAMIN, B. Introduction to film production: Budget - Financial plan. Ed. Cinematographic Research Center. Buenos Aires. 1999

JENKINS, H. Convergence culture. The culture of media convergence. Barcelona, ​​Paidós. (2008)

Gifreu, Arnau (2013). The interactive documentary. Barcelona: UOC.

CASETTI, F. The film and its spectator. Madrid, Chair. (1996)

RODRÍGUEZ, R. MORA, K. (2002): Frankenstein and the plastic surgeon: a multimedia guide to the semiotics of advertising. Alicante: Publications of the University of Alicante

BLACKMORE, S. (2000). The meme machine. Barcelona: Paidós.

SAINZ, M. The audiovisual producer. Madrid, Editorial Síntesis. (2002)

PRATTEN, R. (2011). Getting Started in Transmedia Storytelling: A Practical Guide for Beginners (Paperback). London, UK: Be Active Books

BARTHES, R. (1988): "La muerte del autor" (1968) and "De la obra al texto" (1971), in El susurro del lenguaje. Beyond the word and the writing. Barcelona: Paidós

NUNO, B. (2011). The Producers Guide to Transmedia: How to Develop, Fund, Produce and Distribute Compelling Stories Across Multiple Platforms (Paperback). London, UK: beActive Books.