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Please note all instructors listed below reflect the 2009 program and may change.

What is Convergent Media?

The introductory session helps participants understand the convergence of media and how it affects film, television and alternative content creators. The instructor reviews and debunks language around convergence and offers an assessment of what content works best on which platform. Participants gain an overall understanding of screen-based media audiences in Canada and around the world. Instruction focuses on key demographics and the use of online tools and applications.

Participants will be challenged to develop a concept and strategy that bridges two or more platforms.

When | October 14, 2010
Instructors | Diana Arruda, Interactive Producer, DECODE Interactive, Catherine Moelker, Account Manager, comScore

Online Distribution and User Generated Content

Participants receive an overview of the impact of digital technology on the screen-based industry. They learn about online technologies and applications and how to target consumers through these new offerings. The second half of the session explores the emerging power of social networks and user-generated content. Industry professionals learn how to integrate this content into their project plans and the potential effects on content valuation.

When | October 21, 2010
Instructor | Diana Arruda, Interactive Producer, DECODE Interactive, Victoria Ha, Producer/Partner, Stitch Media

Mobile Planet

This session explores the world of mobile devices and how this platform is changing the way we produce and consume content. Participants learn what media are available on mobile and how new technologies have enhanced the possibilities for user interaction. Learn about successful content that has generated revenue and engaged users. The session also outlines key relationships within the mobile space and how rights are distributed.

When | October 28, 2010
Instructors | Michele Perras, Manager, Mobile Experience Innovation Centre, Office of Research & Graduate Studies, OCAD, Nathan Vella, Co-founder & President, Capybara Games, Diana Arruda, Interactive Producer, DECODE Interactive

Digital Rights Management

This session explores the key issues around digital rights management. Participants learn how content migration impacts copyright and examine effective tools for negotiating with stakeholders and suppliers. Digital rights management and new revenue streams for independent producers and broadcasters will also be highlighted. Legal experts from Stohn Hay Cafazzo Dembroski Richmond LLP explain the difference between convergence and multi-platform media, ownership and copyright, moral right and copyright, and outline related business and legal issues.

When | November 4, 2010
Instructors | Diana Arruda, Interactive Producer, DECODE Interactive, Angelika Heim, Associate, Ian Cooper, Associate, Stohn Hay Cafazzo, Dembroski Richmond LLP

Financing Cross-Platform Content

This session explores how financing models for film and television companies have changed to include cross-platform content. The relationship between funding and financing is discussed in the context of the convergent media landscape. Participants examine available funding sources for convergent projects and the effect on new partnerships. Representatives from RBC Royal Bank and PricewaterhouseCoopers use case studies to illustrate digital financing structures and discuss how digital companies can attract financing.

When | November 11, 2010
Instructors | Joanne Gordon, VP Media, Professional & Business Services, Royal Bank of Canada, Tracey Jennings, Corporate Tax Partner, PricewaterhouseCoopers LLP, Diana Arruda, Interactive Producer, DECODE Interactive, Daniel F. McMullen, Senior Account Manager, RBC Royal Bank, Media & Entertainment, Alex Farrell, Relationship Manager, RBC Royal Bank, Media & Entertainment, Chance Harrington, Director, Business Development & Account Management, E-Axis

Cross-Platform Branding and Marketing

Participants learn which ad spaces are available and how to monetize them. This session provides an introduction to alternative ads, along with a discussion on how to integrate product placement, branding, and marketing into new platforms. Through a case study, participants learn how to incorporate branding strategy into a cross-platform plan and gain an understanding of effective marketing mixes for their production.

When | November 18, 2010
Instructors| Diana Arruda, Interactive Producer, DECODE Interactive, Martin Waxman, President, Pallet Public Relations, Andrew Lane, Founder & Consultant, nitch*

The Future of Cross-Platform Content

This session provides an overview of shifts in the convergent media landscape and their relationship to audience participation. Participants expand on their knowledge of future technologies and learn how to maximize cross-platform content to develop their brand and optimize revenue potential. The workshop provides tools to help plan content distribution prior to approaching investors, broadcasters and distributors. Participants also broaden their definition of digital content by analyzing all potential saleable rights.

When | November 25, 2010
Instructors | Diana Arruda, Interactive Producer, DECODE Interactive, Chance Harrington, Director, Business Development & Account Management, E-Axis

Commissioning Digital Content

This session provides an overview of how commissioning content has changed with the introduction of cross-platform content strategies. Participants learn how to build bridges between television, online, and mobile platforms, and gain insights into broadcast strategy and process. Participants have an opportunity to pitch their cross-platform concepts developed throughout the course.

When | December 2, 2010
Instructors | Diana Arruda, Interactive Producer, DECODE Interactive, Adrienne Clapperton, Director of Digital Platforms, GlassBOX Television, Veronica Holmes, Vice-President, Portal Content, Sympatico.ca, Meredith Duncan, Executive Producer, Programming, CTV.ca

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