Programma

Introduzione ai lavori
Interviene: STEFANO RULLI (Sceneggiatore, Presidente 100autori)

Primo Panel – I nuovi scenari cross-mediali per la fiction
Intervengono:
• MAX GIOVAGNOLI (Autore e Direttore Cross-media.it)
Narrazioni cross-mediali per la fiction tra tv e web.
• ANDREA MATERIA (Direttore dell’e-magazine “Oltre la siepe” Lombardia Film Commission)
Oltre la siepe. Sullo stato della webfiction in Europa e USA.
• ROBERTO TRIOLA (Esperto di Economia dei Media)
Changing the channel

Secondo Panel – Nuovi editori e nuovi broadcaster
Intervengono:
• LAURA CORBETTA (CEO di YAM112003-Endemol)
• MICHELE FERRARESE (Direttore editoriale Flop Tv – Fox)
• GIORGIO GRIGNAFFINI (Vice Responsabile Fiction Mediaset)
• BRUNO PELLEGRINI (CEO di TheBlogTv)
• GIAMPAOLO ROSSI (Presidente Rai Net)

Terzo Panel – Il punto di vista degli autori e dei produttori
Intervengono:
• MICHELE ABATANTUONO (Sceneggiatore)
• GIOTTO BARBIERI (Regista)
• SERGIO BASSO (Regista)
• ALESSANDRO BORRELLI (Produttore La Sarraz Pictures)
• DAVIDE MARENGO (Regista)
Moderatore: Massimo Bernardini (Conduttore e critico televisivo)

Visioni: Tra un panel e l’altro verranno proiettati estratti di serie e programmi nati per il web, nominati per i più importanti premi del settore:

• Giallo a Milano – Made in Chinatown (Italia);
• Fromzero.tv (Italia);
• Web Therapy (Usa);
• Easy to assemble (Usa);
• Compulsions (Usa);
• Seduce Me (Usa);
• The HBO Cube (Usa).
Comitato Scientifico: Tiziana Aristarco, Max Giovagnoli, Betta Lodoli, Nicola Lusuardi e Gino Ventriglia

Max Giovagnoli, Editorial Comittee and Directors of Cross-media.it

Max Giovagnoli will hold the masterclass “Cross-media narratives for artists and performers” in Milan, next saturday 26, june. The workshop is part of the DanceMe project created by Perypezie Urbane sponsored by Regione Lombardia, Provincia di Milano and Fondazione Cariplo.

 Max Giovagnoli is professor, writer and cross-media producer in Rome, Italy. Head of Cross-media.it and editorial director of the Tv Network Romanimata, he managed the first european Master of Arts in Cross-media Communications in Rome and he’s the italian pioneer in cross-media.

More than the 70% of the essays and handbooks focusing on Media Studies published in Italy, for example, are books originally written in another language: english, french, deutch, spanish, polish, portuguese… Even the smallest corporate in our market translate and publish foreign texts regularly to help people learning  better and knowing more about communications, media techniques and imaginery. But… as you know them, how many US publishing house, for example, have an in-house reader that can judge french, italian, spanish etc… titles? So, how to compensate this absence? Are you sure that literary agents are the best solution actually?

Just a personal example: since Cross-media communication is such a young discipline, I wrote the first book focusing on cross-media in the world here in Italy in 2005. Then, I published the second one (one of the 5 published all over Europe today) in 2009, and it got published by one of the most important corporates in Italy (mutatis mutandis, the same that published the optimum Henry Jenkin’s “Convergence Culture”…). Dozens of students and young researchers studied them and today I’m so proud they are at owrk for majors and european broadcasters. But… did any US publishing house notice it?

Yes, many and complicated are the reasons of the fact: the small dimensions of the italian market, the “big risk” of the scouting activity, the absence of translators from italian to english in US for example, the low quality of many texts (like my books, probably!) etc.! So, I’ll write my next essay using my global (and incorrect) English and my students will study it in that language, ok! But… are you sure that this would be the real, ultimate and best solution for the audience too? And not just for Italians, or Europeans… [Max Giovagnoli]

The bestknown Acafan in the world, Prof. Henry Jenkins, commented some days ago the born of the “transmedia producer” credit in his blog. Here his words about the great role played by the first transmedia producer, Jeff Gomez and Starlight Runner Entertainment in this difficult match.

“From the beginning, transmedia has been a site of experimentation, innovation, and exploration at the heart of the mainstream media. Many of us have seen the signs of transmedia practices emerging from some time — mostly taking shape around forms of marketing because that’s how such projects could get funded, mostly reflecting the logic of a more integrated media industry with strong economic imperatives for creating entertainment experiences across platforms. [...] From my perspective, there is a use within the academic world for clearer, more precise definitions, but there is also a value more generally for a more slippery conception, at least while we are still undergoing such rapid evolution. My hope is that the definition and borders of the concept will be debate everytime two or more transmedia advocates have gathered.”

Here in Italy, the definition of “cross-media” is still more used than “trans-media”, as it is in many european countries, but soon, as Prof. Jenkins says too, I believe academic world and industry will match better also in the use of the phrases, to contribute better to the lifelong experience of merging media all around the world. And it doesn’t matter if some of us… like me, first of all, will have to update the “titles” of their books. Its the hard part of the job of any pioneer, isn’t it? But I’ll write more about it in my next short essay published on “Script”, the most important magazine for screenwriters in Italy, which will be published in june. [Max Giovagnoli]

Jeff Gomez (left) and Max Giovagnoli (right) at Cartoons onthe bay, 2010

 

How to create a transmedia bible,  how to  empower the bridging of contents between one media and the others, how to integrate our imaginery with the connective intelligence of the audience… lots and lots of suggestions to focus on next days!

The day before (friday, 17) Christy Dena, member of the international jury of “Cartoons on the bay”  hold a masterclass on cross-media storytelling subjects focusing on the story and the most important techniques for cross-media storytelling that were really useful and precious for the audience.

Christy Dena, Director Universe Creation 101

Soon on this website, I’ll publish and link the video of the two encounters that we realized for “Cartoons on the bay Festival” [Max Giovagnoli].

 As Jerome Chatelain, Sales Manager of Ankama told me, all these assets are managed inhouse at Ankama, and this is the real “force” of the company where 150 person works in games productions, 120 in animated series productions and 40 in books publishing, just to mention the principle assets.

Jerome Chatelain, Sales Manager Ankama

ANKAMA is currently developing Wakfu, a cartoon/video game/trading card game/graphic novel cross-media project, and next september will launch on the market Dofus Pet, again an online game (and soon an animated series) for a 4/10 target.

[Max Giovagnoli]

Esce in USA il primo libro dedicato alle forme di racconto e di promozione cross-mediali. Drew Davisdon, professore della Carnegie Mellon University di Pittsburgh arriva in libreria con “Cross-media Communications: An Introduction to the Art of Creating Integrated Media Experiences” (ETC Press) e raccoglie contributi da quelli che definisce i 32 autori, producer e ricercatori che stanno cambiando il modo di raccontare in tutto il mondo. Per l’Italia il nome è quello di Max Giovagnoli [nella foto].