Remember when clouds used to float in the sky, windows had to be washed, traffic was a commuter problem and community was the people at the local park…? It seems that we are actually living in an alternate reality, where everything has been disrupted and buzz words have transformed the way we think and act. Now, clouds are the containers of all knowledge; traffic is people watching stories; windows are where we watch “tv”; community is world-wide access to an engaged group of fans.
We storytellers have vast opportunities to create, to transform our stories with new visual styles and to experiment with new technology. We can bond with our audiences and discover how popular we really are. We depend on digital influencers and engaged audiences who share our content when they like us, and give thumbs down when they don’t. Digital storytellers are influencing traditional media and are becoming masters at their own hype.
The IPF believes in the future of original digital drama series storytelling. We have invested over $9M in 84 of them since 2010. Online “purists” as well as traditional media producers are committing time and energy and talent and resources to figure out just how to make a drama series for online platforms that can be economically and culturally valuable. We are building a knowledge labour base of skilled and experienced content makers. All aspire to achieving the greatest goal of all – a big audience! (And then they can be monetized!) Along the way, there are strategies to design, awards to be won, fan communities to engage, merchandise to sell, Twitter Followers to grow, Facebook Likes to encourage, YouTube Subscribers to expand, brand partnerships to attract… The modern digital producer has many new challenges and an exciting learning curve.
In 2016 the IPF will continue to pursue the promising world of digital original drama series, in order to help you to achieve your storytelling dreams. The lines are blurring as the difference between traditional and online content is becoming irrelevant to audiences. Discoverability will be a target. We will encourage our producers and actors and directors and crews to collaborate with the fans, to participate in conversations about our productions, to build relationships and loyalty, to be authentic and consistent and creative … a few tips that the IPF shares to enhance your success.
Charles Ohayon