Daily Site Content
Daily Review Blog Posts
Daily wrap-ups rom the team. A good example o this isNewsweek’sVisions o China Blogthat was created or theBeijing Olympics. Tese reviews would also vary between writingand multimedia videos and interviews (Ex:Kashi, Kashi, Kashi).
Twitter
Keeping audiences up to speed on what events the team iscovering, production timelines, sneak peaks and general musings,all at the speed o thought.
TwitPic
Pictures to the audience via witter or images seconds ater they happen. iPhones make this easily available, as is demonstrated by Chase Jarvis’Daily iPhone Photo.
Raw Takes
Live photos streamed via WiFi CF cards, uploaded toFlickr by backroom editors, then edited to viewer-rank preerences. Agood example o this isEd Kashi’s Mediastormpiece.
Flipbook
Use the ickr avorite system to allow the crowd to edit.Encouraging users to look through a raw take, and using Flickr’s‘avorite’ system to pick their selects. Te photos with the most‘avorites’ are the take. We’ve not seen this idea tried beore.
Social Bookmarking Integration
Integration withDigg,delicio.us, witterlinks/other social
bookmarking sites. Painting the internet with our coverage.
Q/A time (live chat)
Vancouver Project team chats with paying customers at set timesduring the day (more details below).
Final Site Content
Te goal is to have one package with many chapters that show unique and dierent aspects/view o the Olympics. Tis couldbe organized chronologically (Choosing A President) ortopically. Tis package would be constructed o photography, video, audio and motion graphics (Little Red Riding Hood), which would combine to tell a unique and innovative story o what the 2010 games were.
Athlete’s View
Stories o athletes should encompass all aspects o their Olympicexperience. Ideally, we would like to tell the stories o athletes who are compelling or both their physical ability and their ownpersonal and emotional journeys. Building o the idea that athletesare rst humans with personal stories, then athletes. Bringingthe viewer into an athlete’s training schedule (Magnum’s PaoloPellegrin’sMagnum in Motion), traveling to the games, livingin the Olympic village, preparation or competing, ater parties,etc. A more complete look at the Olympics athlete which goesbeyond simple event coverage and a 15-second lie story.
Photojournalist’s View
Tis chapter would be very similar to our daily activities,and would show what it is like to be a member o the press(Newsweek’sVisions o China, at a multimedia level such as LA imes’ Photographer Rick Loomis’Iraq: News In ransition). Tere is a proven demand or this type o content.How do photographers make their images?How did they visualize the shot? When does luck come in?
Citizen’s View
What is it like to be a town local? What does it look like or your town to be transormed?
Pre/during/post Olympic Experience
Te town being built up, torn down: seeing local lie transition inand out o the event. (Luceo Images’Kevin German)
Audience/Family Member’s View
What is it like to be the parent o an athlete? When your child succeeds? When your child ails? What is it like to be a child and watch your avorite athlete?
Less time needs to be invested in these stories.
Employee’s View
Te underbelly o the OlympicsHow does the host town handle crowd ow? Garbage?
Security Issues
Were there any threats? What is being done to prepare or such an event?
Less time needs to be invested in these stories.
VANCOUVER
T H E
PROJECTINNOVATIONS
“We have no shortage of goodinventions. What we need are betterways to bring them to customers.”-Michael Schrage
the team would be a group o photojournalists who are lookingto bring a unique eye to the Olympics (Luceo Images’Kevin German) and the various perspectives covered. Te team wouldneed to be ‘new media’ saavy (ie: blog, twitter capable), passionateabout the project and united in the project’s goal.
Why Do It
Te Vancouver Olympics are positioned at a unique point in time.It will be the rst Olympics in which multimedia creation (video,photo, audio, motion graphics) is easy to accomplish thanks to video-capable DSLRs, small audio recording devices and the increase o online multimedia (à laMediaStorm,Story4, and Weyo).
Furthermore, we believe that there is a demand rom the MillienialGeneration or this type o behind the scenes access. Tis is therst generation to grow up with the web and adopt social mediasites such as Facebook and witter. We are trend-setters in socialmedia, and as our generation leads, others around the globe ollow (comScore witter rafc Explodes).
Tis new, social media paradigm has brought the demand orparticipatory, conversational, product creation.Customers now expectexplanations or how and why things were created, along with immediate connection to the creators o content. Tis demandor behind the scenes branches out into all orms o media; moviesets now require entire making-the-movie documentary crews,etc. We believe this demand comes rom an audience desire tobreak down barriers between the viewer and creator – makingcontent more, raw, available and personal, while still producing ata proessional level.Furthermore, these demands are particularly prevalent in thephoto industry. Te instant success o Te New York imesphotojournalism blog, ‘Lens,’ proves this. We desire to create thesame type o ‘this-is-how-we-are-doing-it’ eel to this project(another excellent example o LA imes’ Photographer Rick Loomis’Iraq: News In ransition). We believe the Vancouver Olympics will oer a unique window toexplore and test these belies.
Our Target Audience
Our target audience is net-savvy, internet users (o any age) who weexpect to engross themselves in our product as the Olympics progress. We will compete with any other media outlet, but our product willoer a substantially dierent point o view. Asking the viewer to‘come along or the ride,’ and ‘help in the creation,’ while oeringnew content, is a strong customer pitch.Moreover, we will create a loyal an base, which will act asactive participants during content creation. An exampleo excellent an loyalty can be seen throughNPR .On an individual level, photographerChase Jarvishascreated a phenomenal an base solely out o his own loveor social media. His blog is ranked in the top ten photoblogs, where he consistently encourages outside-the-boxthinking, daily (iPhone) shooting and user input. We want to do the same.For this project, an active anbase includes: Commentingon recent blogs and work; Flickr Editing; Posting linkson blogs, twitter, etc; Paying or premium services, etc.
Distribution
Our initial plans or spreading the word on the VancouverProject’s website includes guerilla marketing, “press release”emails/blogs/tweets aimed at media-industry-websitesand contacting magazines, blogs and industry experts.I successul, we also believe the nal product could beproduced and sold as a DVD.
Potential Obstacles
Video Rights
NBC has air-tight video rights worth millions o dollars. Tey have every right to restrict the recording o video, butthey’re going to nd that very hard to do with the swatho new DSLRs that can record HD video quickly andeasily. Tis is an issue which will be worked out during theVancouver Olympics.
Budget
A problem, considering we have no money, right now. We are going to need something in the neighborhood o $400,000 to pull this o.
Time
We’ve got about hal a year to pull this o. Tat’s no smalleat. Everything rom media passes to training a team stillneeds to happen.
Advertisers
his is unproven ground. Advertisers need to beconvinced that this is a viable chance or uniqueadvertisement opportunities.
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