Lessons From the Digital Media

A Vault presentation by

Amos Ngaia, Martin Hygemann
and Andrew Mehrtens

Vault

NOTE: The original outline was dropped in favour of topics than had become 'hot property' for members of the audience. The notes for this will follow the original outline.

Outline
30 minute discussion followed by Q&A.

Topics

The media before the digital era

(Focus on 'mainstream': TV, Radio, Print)

Examples of changes due to digital technology

• TV - changes in methods used to get late-breaking news to air.
• Radio - Automation and transmission.
• Satellite Radio - Issues, advantages and disadvantages compared with terrestrial broadcast).

Royalty issues faced by Streaming providers.
A form of satellite delivery that combines the strengths of current satellite radio with all the advantages of terrestrial radio. - Concepts that have eluded traditional, streaming and satellite operators, and how these concepts should shape our view of creating content).

Digital convergence

What happens when the same source is used for all forms of delivery.

New technology, new platforms and implications

The new platforms that will contribute to dramatic changes in all areas, including Internet delivery.

Blending the requirements of the media with the wairua of Maori.

Or: "Aligning the kaupapa of both sides in such a way as to avoid getting hit over the head with a taiaha at the next Tuhoe festival".

Demonstration of the simplicity of digital tools in telling stories using the visual language

Applying the lessons from the digital media

Changed discussion:

While the presenters were getting the feel for the makeup and technical level of their audience, a slightly controversial audience-driven topic came to the fore: The Maori Television Service.

Although the Community Employment Group facilitator asked the audience to save questions until the end of the 30-minute presentation, the presenters asked if the audience was interested in this subject matter. When enough responded in favour, Andrew Mehrtens and Martin Hygemann began by leading a discussion based on the topic of language content.

The first question Mehrtens and Hygemann raised was "Should the MTS be 100% te reo?"

To the muted response, a further question was asked:

"Do you want to take Maori to the world?"

At the more vocal positive reply, the line of questioning continued:

"If so, what language does the world speak? Is it 100% te reo?"

The presenters discussed whether the Maori Television Service should be a hobby where locals videotape themselves and then watch themselves, or whether it should be a conduit to take Maori stories to the world.

Following this, the discussion turned to the elements needed to take these stories to the world. It was emphasized that these stories can be both fiction and nonfiction. To make a point, JRR Tolkien's Lord of the Rings was noted as an exceptional example of a man who had a deep interest in Norse mythology, taking that interest and experience and creating an entirely new world with new characters and forming a new story that the whole world could enjoy. The question was asked: Why can't someone with a deep interest in Maori mythology do the same? What about Sci-fi and other forms of fiction?

The first two elements most needed to be successful in taking Maori to the world are:

1. Compelling Content.
   Explanation: Your story has to be more interesting for the most viewers at that moment than any of the myriad of other choices. If more people watch your story, you will have the attention of the networks who will be the vital link in the "take Maori to the world" chain.
   
   
2. International standard.
   Explanation: The finished form of the programme as presented to an overseas buyer has to be of an equal or better standard technically. The programme must stack up against the Network's other choices and other programmes, and also against the Network's competitor's programmes.

Therefore, if you have a story to tell, learn how to tell it for this medium.

A third important element from the audience's point of view is to find someone to sell it. The discussion then spent some time talking about the potential for the Maori Television Service to sell the stories (for people who do not already sell formats internationally and who may need considerable help in that area) and to be 'players' - with personnel who can be boardroom equals in the worlds of international finance and entertainment.

This also relates to the need for the new channel to make money or die after three years, memorialized as the government's final release from treaty obligations. To succeed, they need to make money. One primary means is selling programmes overseas. To do this, they may also consider stepping in to help new storytellers learn how to mould their stories for the medium and the audience discussed the concept of making cheap demos like the recording industry uses, for the network to consider investing in a top crew to produce the final product for the new storytellers.

This also led to a discussion about the issue of ratings versus public service programming. Stripped to its most basic thoughts, public service programming is touted as programmes the public wants to see. Bad 'ratings-driven' programmes are what? Programmes the viewers tune into the most. style="mso-spacerun: yes">  Programmes people want to see vs programmes people want to see.

Topics also discussed were future platforms (www.teledesic.com), attitudes of many media sales people (and how to use those attitudes to your advantage), some of the more idiotic issues relating to commercial copy ('creative' commercials vs. 'mass salesmanship') and a few examples ("...with stores in five convenient locations - as opposed to what? Another store in an impossible to find location?") of trite, time wasting, writing incompetence.

Amos Ngaia concluded the discussion with an example of the way technology has sped up the television news chain comparing his experiences at Waitangi at "the battle of the bridge" with a more recent incident. Before digital links they had to drive to Katikati to 'feed' the newsroom from a fibre optic link. Now they can broadcast directly from Waitangi. Ngaia then finished by sharing a more emotional tale of the 'news story' revolving around Private Manning's family in Putaruru, and balancing the feelings of a shattered family with the Network's need for the story. Ngaia then explained the need to find a way to respect people's feelings (no matter what race or culture) and still to get the story. There are good ways and there are bad ways. Incompetent methods get people hurt.

Although further questions had been asked during the discussion (such as "How will future digital platforms affect current frequencies?" And questions relating to the range of potential uses for these platforms), lunch was almost over and the presenters for the next sessions were already beginning to set up, so these could not be addressed at this seminar.

Topics missed this time included:

• Thoughts on Microsoft's Wireless strategy and Net.
• The future of PDAs and Cellphones.
• Using technology to improve the way you create mainstream advertising.
• Transforming the television industry / digital television.
• Transforming the radio industry. Revolutionary concepts that will radically change the way people use the medium.