How Transmedia Storytelling and Open Distribution are Remaking Audiences

Tania Yuki (comScore, Inc.), Ivan Askwith (Big Spaceship), Alex Barkaloff (Lionsgate), Kevin Townsend (Science + Fiction)
Social Media Marketing
Location: 2002 Level:
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The convergence of digital media channels and the increased popularity of transmedia storytelling – across digital television, online video, games and mobile – demands the removal of barriers and better and faster gadgets, apps, set top boxes and devices. Open distribution enables new behaviors, which in turn shape the way we distribute and construct new media experiences.

But what do people really want, and how can we ensure that our strategies keep pace with changing needs and desires?

Single source measurement and improved open standards are the launch pad in understanding how we are changing technology, and how technology is changing us in this new media landscape.

During this presentation, comScore’s Tania Yuki will unveil fresh insights about how best to capture the increasingly fragmented attention of TV and video viewers as they go about their days and devices, as well as provide answers to key questions, including:

*What are the new opportunities in media for discovery, discussion, loyalty and influence?

*How can we close the loop on the fragmented experience and leverage holistic measurement techniques to capture the full value?

*Why do we behave the way we do across TV, web and more…

*Is video viewing elastic or a zero sum game? Are we dealing with a winner-takes-all market or is there truly room for both new Internet-based entrants as well as traditional media seeking to leverage existing assets and skills?

Photo of Tania Yuki

Tania Yuki

comScore, Inc.

Tania Yuki manages comScore’s Video Metrix product, and is responsible for ensuring that online video measurement supports the growth and balances the needs of the online video and advertising industry.
Prior to joining comScore, Tania was Head of Content for a leading global online video network and IPTV platform KIT digital (previously ROO Media), overseeing content acquisitions, digital strategy and programming optimization for key publishing clients and content partners in North America, the UK, and emerging markets. She has also worked in Australia in interactive and digital media for Foxtel and began as an attorney who specialized in media and internet law in her hometown of Sydney, Australia.
Outside of comScore, Tania is also co-Founder of wimLink, an association promoting entrepreneurship, leadership and professional development for women in media and technology and leads the mentorship program for CampInteractive, a not-for-profit for New York youth.

Ivan Askwith

Big Spaceship

Ivan Askwith leads Big Spaceship’s strategic practice, where he works to help clients navigate the digital landscape and understand emerging behaviors. Building upon his time as a media analyst in MIT’s Convergence Culture Consortium, Ivan specializes in generating deep cross-platform audience engagement and helping brands build meaningful, relevant relationships with consumers. Recent projects include work for NBC, USA Networks, A&E, Second Life, General Electric, Wrigley and Activision.

He holds a Master’s degree from MIT’s Program in Comparative Media Studies, where his work focused on modern television’s increasing emphasis on transmedia narrative in creating and sustaining audience engagement. In addition, Ivan has published chapters on audience behavior and franchise development in several books and encyclopedias. He is a frequent speaker and lecturer on digital strategy and online communities at both academic and business conferences, and an occasional contributor to magazines like Slate and Salon.

Photo of Alex Barkaloff

Alex Barkaloff


Alex Barkaloff is a cross between the new media Hollywood producer at Lionsgate, as Executive Producer of Digital Media, and the tech gadget dealmaker. He started his career at JPL/NASA in the 80’s.

During the early 90’s Alex spent much of his time in central/east Europe, making deals with the Polish government for new technology ventures and also representing British, Dutch and American companies. He also was Managing Director of LB ICON, the interactive company behind Endemol’s reality hit show Big Brother.

While living in San Francisco in the later 90’s he worked for Oracle as a Director for New Business Development and specialized in entertainment technology. As a venture capitalist from 1998 to 2001, in his own GlobalNet Ventures, he funded entertainment and tech ventures, ArtistOne (one of the first online music labels with major artists attached, venture later sold to ArtistDirect), Creative Planet (founded by serial entrepreneurs John Valenti and Alan DeBevoise) and also Lucky Town, a motion picture starring Kirsten Dunst and James Caan.

Since 2002, he brought Vienna-based UCP Morgen (later acquired by QPass) and Tokyo-based Improove Technologies into the US market and made deals with major media companies as well as mobile operators and gadget companies such as Nokia, SonyEricsson, T-Mobile and Virgin.

Photo of Kevin Townsend

Kevin Townsend

Science + Fiction

Kevin Townsend is a 25-year veteran of the Entertainment and Marketing industries. In 2002 he
founded Science + Fiction and has been one of the pioneering evangelists in the Branded
Programming industry for over a decade. Science + Fiction has become the leader in the
branded programming world, producing the smash hits “The Rookie” (based on the hit Fox TV
show “24”) and “In The Motherhood”, one of the most watched Online programs in 2008,
among other shows. Science + Fiction’s ability to unite the entertainment and marketing
industries at the core of their respective strengths, creative development, has made S+F the go-
to studio for advertisers and distribution channels to enter the branded programming space.

He spent most of the 1990’s as a key member of George Lucas’s management team at Industrial
Light + Magic and ILM’s parent company, Lucas Digital. At ILM he grew the marketing &
commercial division into one of the most prolific production companies in the world while
managing an almost 200% growth in revenue year over year. Expanding its offerings to include
Live Action, Visual Effects, and Post Production all under one roof, Kevin pioneered a
production methodology that is now commonplace throughout the industry. In addition, he
created a division of ILM Commercial Productions dedicated to the growing need to help
advertisers migrate into the convergence media realm.

Prior to joining Lucas Digital, he had a ten-year career as an independent producer. With clients
as varied as Coca-Cola, Steven Spielberg, and Megadeth, his career has touched on all aspects
of film making, from feature film & television, to music videos & commercials. Kevin has
worked on six out of the seven continents and produced in some of the most exotic and remote
locales in the world. A multiple Clio, MTV Music, AICP/Moma, Cannes Lion, One Show,
Belding, ADC, and Emmy nominee/winner, he has been associated with some of the most
successful entertainment/advertising/brand building exercises in recent memory.

A Master Rank Skydiver, former Guardian Angel and student of American history and film, he
is a father of four, and lives in Marin county California.

Comments on this page are now closed.


Tonya Brilon
05/10/2010 4:34am PDT

The subject matter was interesting to me which is why I attended. I would like to have heard more discussion about how this can be utilized on various platforms (media outlets) to create your brand story. The two speakers were from advertising content creation and broadcast creation, but nobody tied it together as to how powerful this type of storytelling/brand creation can be. Think about learning more (getting deeper info) about the subject from different platforms. This could be really powerful!

Picture of kristen groh
kristen groh
05/06/2010 4:19am PDT

This is not what I expected. It was about advertising. bleh

Picture of Jason Penny
Jason Penny
05/04/2010 3:33pm PDT

Great to see how social media is viewed by the broadcast and film industry. The knowledgeable panelists were great in explaining their approach to Web 2.0.

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