Kelly Chapman keynote SPAA Fringe 2009 from KCDC on Vimeo.

SPAA (Screen Producers Association of Australia) recently held a two-day event called SPAA Fringe at the Foxtel Television Centre in Sydney.  Kelly Chapman, Director of Brisbane-based company called KCDC that produces multi-platform content.

Interesting points from her keynote:

• Audience behaviour has changed and we want to make sure that we change how we tell out stories
• Digitalisation means that our stories are copyable, anybody can produce and consume media at out own terms.
• It's not all about production budgets - also clever thinking.
• Experiment with different business models and revenue (ie someone released content free for a few weeks then started charging on iTunes).
• ARG (Alternate Reality Games) could start with obscure point of entry online or offline.  These can lead to online with layered content (text, audio, images).  ARG's rely on "the hive mind" wehre groups of people form together to experience this like solving puzzles together.
• Engage with audiences on a variety of platforms.
• Our imagination is what limits us on creating - there is no hard and fast solutions.
• We learn collectively from what other people are doing and add our own 'personal flavour'.
• Narrative extensions - extend existing content. 
• We are at a place where the old paradigm is finished and seeking the new one.
• We can learn from the mistakes and successes of other industries.
• Take responsibility of our own content and getting it out there.
• Moving from a broadcaster world (content being pushed out) into an audience world (content being pulled in).  There is a shift in how works are being viewed - ie watching a TV series or a movie on portable devices like laptops.
• Build an online and social media presence early in the process (ie blog about the milestones and unique points)

Kelly also talked about numerous examples and case studies to illustrate her points.  Well worth checking out!

• The Burg
• Scotty Iseri: You can do anything
• Dr Horrible's Sing-Along blog
• Somethinginthesea.com is also promo for a game called Bioshock 2
• Institute for Human Continuity (another example of an ARG)
• Current
• Find815
• Indie Movies Online
• Paranormal Activity (tweet your scream!)
• Jucy

Download the Screen Hub article about Kelly's keynote at SPAA Fringe 2009.