1. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only EverywhereTV Applying PM practices to Digital Media content post-production and distribution Tom McGreal, PMP

2. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Challenges of managing DM projects Multiple technical platforms – Cinema, HDTV, IPTV, cable/satellite, mobileTV (mediaFLO, DVB-H) Content repurposing –Same content needs to be processed many times Changing Distribution models –Traditional TV, Web – YouTube/Hulu, Mobile TV and iPhone Apps Licensing rights and issues - Licensing in different territories – TV and music intersecting –WKRP in Cincinnati example

3. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Challenges of managing DM Frequent changes at the last minute for creative reasons Shortening release windows – Cinema and DVD on same day; streaming download and Cinema on same day, DVD one week later etc. Hi-Definition formats How to schedule repurposed content

4. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Evolving platform standards Music MP3 (open) -> iTunes (proprietary) Need to Keep track of standards and their rollout dates Keep track of where standards will be used –Different national standards – NTSC/PAL/SECAM Technology –Movement from TDMA (2G) -> CDMA (3G/4G)

5. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Other things to Consider Languages – Dubbing/Subtitling Local Distribution rights DVD Region (1,2,3,4) Blu-ray Regions (A, B,C) Local Classification/Censorship requirements

6. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Content repurposing Everywhere TV – no room in the middle Variable release windows based on format

7. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Risk Mitigation - Future-proofing Need for Future proofing of digital media projects IPv6 –May completely change technology landscape when widely adopted DOCSIS –Set of standards for Cable TV HD-DVD vs. Blu-ray Manufacturing costs vs. media capacity

8. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Project Planning Project Plan for DM projects –Creative goals frequently change – be Agile! –Frequent last minute changes to content based on online, focus group feedback –Multiple versions/edits of same content Agile Management techniques –What to track on a weekly basis, almost daily –Align rollout dates to match with expected mass-market uptake of new standards

9. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Outsourcing DM projects Very common to outsource nearby Large cluster of post companies around Hollywood studios Very little offshore outsourcing –Security/Piracy Concerns –Need Robust Broadband Infrastructure –Asset tracking systems not mature – slow turnaround on physical assets

10. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Outsourcing DM projects India beginning to take some on –Leveraging Bollywood post-production expertise Digital Media Cities beginning to appear - Russia, Dubai, Scotland

11. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Tool watch Which tools to use for digital media projects? –Utilize Agile project Management tools Rally, Basecamp –Digital Asset Management Tools Artesia, Canto, Doumentum, North Plains http://www.cmswatch.com/DAM/Vendors/

12. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Work package breakdown *Sensible* –Identify features most likely to be dropped – extra subtitling or dubbing tracks, VAM, package these tasks accoirdingly Reporting project progress – –Report more frequently than you initially expect Always work backwards from street date of DVD release ! –Much advertising etc. needs to be scheduled with a firm date, so this date *cannot* slip !

13. "PMI" is a registered trade and service mark of the Project Management Institute, Inc. © 2008 Permission is granted to PMI for Congress attendee use only Thank You ! Tom McGreal Contact: www.managingdigitalconvergence.com www.linkedin/in/tmcgreal