Program
| Five KINDLEs to be won in daily lucky draws |
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THURSDAY 29 MAY 2014(Note: The following program is subject to change.) |
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| 10:00 | 10:20 | WELCOME & OPENING
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| 10:20 | 11:00 | CROSS-CULTURAL STORYTELLING - INTERNATIONAL COMMUNICATION OF CHINESE CULTURE OPENING KEYNOTE Beijing Normal University professor Yu Dan is a well-known culture scholar, PhD tutor and a communicator of ancient Chinese culture. Her successful TV lecture series has made her a household name all over China, and her books are global bestsellers. Confucius from the Heart received the World Intellectual Property Organization Copyright Award, with total sales of the simplified Chinese character version reaching over 6 million copies. It has been translated in over 30 languages and been distributed to multiple countries. As of today, 400,000 foreign language copies have been sold. Why are Yu Dan’s lectures and writings so well-received? How can classical Chinese culture be promoted to a modern day society? How can it be promoted to audiences with different cultural backgrounds? Professor Yu Dan will make the world-wide promotion of Chinese culture a starting point of her opening keynote speech to share her experiences on how to tell a story in a truly cross-cultural way.
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| 11:00 | 11:45 | PARTNERSHIPS THAT WORK (I): STORYTELLING IN A WEB 2.0 WORLD INTERVIEW Once upon a time, there were two Canadians who emigrated to Korea. They documented their adventures in a foreign land in the form of a video blog. Just for fun. But what started out as a fun project has turned into a functioning business model. One blog, three YouTube channels, merchandise and their own online store: Eat.your.kimchi has attracted a cult following – and not just in Korea. Their videos have been watched 178,808,443 times to date, they have the 18th most subscribed to YouTube channel in Korea – and this is just the beginning of the story. A key element of their success has been their huge fan base. Martina und Simon – the couple behind Eat.your.kimchi – understand how to entertain an audience like no one else – and how to earn their loyalty. In this session, they’ll explain how they managed to turn their audience into fans and what role storytelling plays in their blog. While traditional media feeds content to their audience. Eat.your.kimchi uses new media to weave the audience into their content. And here is how it’s done.
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| 11:45 | 12:30 | STORIES THAT SHAPE US (I): 2 BEST CASES IN TRANSMEDIA STORYTELLING CASE STUDY From social media to blog to book to webisode to TV to an entertainment brand encompassing e-books, merchandising, games and apps – these are some of the avenues that beActive has been using to creatively explore stories across multiple platforms. This session will look at the case studies of two very different Emmy-nominated transmedia projects produced by beActive: COLLIDER and Beat Girl. You’ll gain insight into the business models of commercial transmedia projects and discover ways to translate existing IP from books to multiple platforms in order to expand their audiences and create entertainment brands. CASE 1: BEAT GIRL Beat Girl was the first series to be launched on the photo sharing website Pinterest. Using photos and videos, it introduced the world of Heather and the story that led her to facing the biggest challenge of her life – would she follow her mother’s dream of becoming a world class pianist or would she enter the exciting world of electronic dance music and follow her dream of becoming a top international DJ? With interaction from the audience, the Beat Girl universe expanded from Pinterest to include books, webisodes, apps, soundtracks and now a TV series nominated for the best international kids series at the 2013 Emmy Awards. CASE 2: COLLIDER If you had the opportunity to travel back in time, would you do things differently? This is the premise of COLLIDER, a transmedia sci-fi world created by beActive. The project was launched in the summer of 2012 when the company released a series of six digital comic books introducing the six characters of the COLLIDER world. The comic books were expanded using short animated films produced using motion comic techniques. This was followed by a mobile game that made the whole experience interactive, as well as a prequel Web series that explained how the COLLIDER universe came into being. The latter has now been adapted into a motion picture, which was released in theatres in Ireland and Portugal. A sequel is already in the works. The project was nominated for best digital drama at the 2014 International Emmy Awards.
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| 12:30 | 13:45 | LUNCH |
| 13:45 | 14:45 | PERSONAL BUSINESS TRAINER: PITCH ME IF YOU CAN TRAINING The plot is exciting. The characters have depth. The story is written. And now the biggest question: How do you sell your great story to the right (media) partners? Pitching is a great way to convince financers, international partners, agents, etc., that your story is worth the investment... that is, if you know how to do it right. Syd Atlas is a coach and moderator – and has lots of experience in both the publishing and film industries. Using best cases and examples, she will introduce you to the “art” of pitching. Not sure how to conduct an elevator pitch? Feeling insecure about successfully selling your story to partners? You’ll learn how to do both in this session.
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| 14:45 | 15:30 | PARTNERSHPS THAT WORK (II): EMBRACING INTERNATIONAL PARTNERS PANEL DISCUSSION Stories are no longer bound to a single format or a single market. We live in a world without boundaries – in theory. Transmedia storytelling leads to crossmedia collaboration; globalisation leads to international co-productions. This session will provide a look behind the scenes of international co-productions and explain important do's and don'ts for dealing with international partners. You will get answers to questions like: How can you tap into new markets? How has international collaboration changed over the past few years? In the past, there was more of a focus on licensing existing products. Now new forms of collaboration, like joint ventures, international co-productions, etc., are becoming more of a priority – what does this mean for media companies?
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| 15:30 | 15:50 | COFFEE BREAK |
| 15:50 | 16:00 | KINDLE LUCKY DRAW |
| 16:00 | 16:30 | READING BEHAVIOR CHANGES - AN INTERNATIONAL COMPARISON KEYNOTE In 2007, Amazon released the first generation of Kindle. Over the past six years and more, reading habits have changed considerably. Both market environments and cultural backgrounds have impacted on individual reading habits. Digital reading is no exception to this rule. Amazon China’s Vice President Kurt Beidler – an expert on the Chinese book market and fluent in Mandarin – returns to the StoryDrive stage, to discuss the influence of e-readers on reading habits, as well as the level of acceptance of e-readers in different regions of the world.
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| 16:30 | 17:15 | EMBRACING INNOVATION KEYNOTE Innovation sometimes comes from the outside. It requires an open mind and creativity... but innovation also needs to be managed. This session will introduce you to the rules of change and innovation management. An innovation expert will show you how to rethink your business (and yourself) without losing your roots.
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| 17:15 | 18:00 | CREATIVES GONE ENTREPRENEUR: THE (NEW) ART OF STORYSELLING KEYNOTE There was a time when screenwriters had to go on strike to be taken seriously in Hollywood. A time when authors lived in tiny, cold attic apartments, unsure of whether they would even have enough money to cover the rent. And now? Now screenwriters are becoming stars. Authors are becoming brands. And readings are becoming performances. Storytelling is the new currency, and probably by far the most underrated skill in (our) business. Welcome to the new age of storytelling, where authors are no longer creative nerds, but rather creative entrepreneurs. You may still have doubts about whether creatives get compensated enough for their work, but new forms of media consumption are helping authors to achieve new economic relevance and independence. This is not only transforming the art of storytelling, but also the scope of their public performances. Last but not least, it's challenging the traditional relationship between publishers and producers. Does an author or content creator even need a middleman anymore? What’s behind the concept of a hybrid author? How can publishers and producers keep their authors happy? And what does all of this have to do with collaborative offices? This presentation will focus on those masters of storytelling who have been working behind the scenes for quite some time. Claudius Niessen, managing director of German Creative Writing Program, will present a new role model for authors and explain what this means for the industry as a whole.
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CONFERENCE MODERATOR:
James Chau（周柳建成）, CCTV News Anchor, UN Goodwill Ambassador, UK/China
- Strategic Partner
- Partners
- Strategic Partner
