The power of virtual reality (VR) platforms is now fully realized in the explosion of creative content that is being delivered to headsets, PCs and smartphones every day.

The producers who are delivering new experiences for VR comprise a profile that is part-pioneer, part inventor, and all storyteller. This encapsulates the panel that was convened at The New School’s Lang Auditorium on Tuesday, February 9th, as part of the Producers Guild of America (PGA) New Media Council (NMC) East salon series.

datavized’s Caitlin Burns and Deborah Anderson prepare demos for attendees

With the recent introduction of the $99.00 Samsung Gear VR headset, the announcement of the Oculus Rift CV-1 headset, and the innovative apps that are powered by low-cost (as low as $10) VR glasses and Google Cardboard, VR is creating a new market for production companies. With customized camera rigs, stereoscopic lenses, and streaming applications, producers are creating new experiences for brands (Tommy Hilfiger); news organizations (Associated Press, CNN, The New York Times), and media companies (HBO; 21st Century FOX, NBA), as audiences prepare to dive into content in ways not felt, or seen, before.
The Consumer Technology Association (CTA) estimates that 1.2 million VR headsets will be sold in the US in 2016, and estimates that, by 2020, the overall VR market will be somewhere between $50-150 billion. As VR content moves onto mobile devices and cost-effective headsets at an increasing pace, producers will be in greater demand for new forms of immersive storytelling.

Dennis Adamo (right), COO of daydream.io, demos his virtualizer platform for an attendee

Produced and moderated by Chris Pfaff, one of the founders of the PGA New Media Council, and a former national delegate to the PGA NMC board; former delegate to the PGA National Board of Directors, and head of consultancy Chris Pfaff Tech Media LLC, the panel featured Caitlin Burns, COO of datavized, a VR production company that has developed new forms of WebVR content; Shazna Nessa, director of journalism for the John S. and James L. Knight Foundation; Marco Ricci, director of EdgeDNA, and Dennis Adamo, COO of daydream.io.

Chris Pfaff welcomes the audience at the PGA New Media Council ‘Virtual Reality for Producers’ event at The New School

Marco Ricci, director with EdgeDNA, prior to the event

The event featured a packed house of more than 180 people, mostly PGA members and guests, as well as many stalwarts of the New York 3D, VR, and immersive industry. Demos were provided for the audience, pre-show, by datavized and daydream.io.

Chris Pfaff leads discussion on the VR industry

Marco Ricci, from EdgeDNA, presents

Caitlin Burns discussed the need for VR workflow and post-production protocols for VR, detailing how difficult it is to pull frames to conform to Samsung Gear VR headsets. Together with Prime Focus Technologies, she and her team have created what is one of the first VR post-production workflows in the industry.

Caitlin Burns, from datavized, presents

Dennis Adamo showcased daydream.io’s virtualizer technology, which renders individual user’s smartphones as VR engines for their own content.

Dennis Adamo, from daydream.io, presents

Marco Ricci gave what amounted to a tutorial on how to prepare for VR shoots, and what to expect from VR clients. The proverbial “I want the world…for $5,000” conundrum was discussed amongst the panelists.

Shazna Nessa, from the Knight Foundation, presents

Shazna Nessa gave an in-depth look at how journalists are using VR, with an overview of how the Knight Foundation has nurtured storytelling from outlets that include the Des Moines Register, among others.

Marco Ricci during the Q&A session

The Q&A session, always a staple of PGA NMC East events, included questions regarding the challenge of overcoming user nausea with VR; the New York State Start-Up New York program (from which daydream.io has benfitted), and the growth of New York VR production.

The number of attendees who represent VR production companies, or are working on VR projects, comprised at least half of the audience. With the vast majority of media buyers; agencies; brands, and media outlets in New York, VR should reflect a New York attitude, if it doesn’t already.

Last night, I hosted/moderated/produced a panel on branded entertainment, ‘Gaming the System: Branded Entertainment for Producers,’ at The New School that was super-hot, for two reasons. First, the session occurred during Advertising Week New York, and included a veritable all-star roster of panelists, including Ian Schafer, founder/CEO of agency Deep Focus, and founder of its recently-formed branded content studio, DFx; Will Misselbrook, head of branded entertainment Condé Nast Entertainment; Colas Overkott, CEO of multi-screen content and ad firm Sync; Luis de la Parra, senior vice president, partner solutions, Univision; Andy Oakes, managing director of the UK’s leading marketing publication, The Drum, and Warren Weideman, CEO, First Look Productions LLC.

Ian Schafer; Will Misselbrook; Andy Oakes; Colas Overkott; Warren Weideman, and Luis de la Parra.

Second, the event’s content and discussions got so hot that the NY Fire Department was called in. Yes, just as the panel discussion started, a fire alarm sounded, followed by a slightly panicked intercom message from “The Fire Captain,” beckoning us all to the street. So, an impromptu networking session, amongst 96 passionate industry professionals, convened on West 13th Street. Only in New York. Some might just call for a short networking break; they call in the fire engines with my events. That’s how we roll.

NY Fire Department fire engine and firefighters arrive at the scene, 55 West 13th Street (note: a server in a 4th-floor rack overheated, and set off a temperature alarm. Yep – we were jes too darn hot…)

Ian Schafer showed a Ruffles case study on brand engagement, and discussed his views on the shortage of good content, saying that distribution has exploded, with new platforms every week, but great content has become more of a premium. Ian founded DFx to “take back” the production control of branded entertainment.

Ian Schafer, founder/CEO of Deep Focus and DFx, discusses the new branded entertainment production paradigm

Luis de la Parra showed how T-Mobile and Univision have partnered on a Youth Awards program with a Miami event that now includes multiple platforms, and creates strong brand extensions.

Luis de la Parra presents the Univision-T-Mobile branded entertainment case study

Colas Overkott showed Sync’s revolutionary Sync2Ad product, which has enabled – for the first time – synched TV-mobile ad units for brands including Samsung, Dunlop, and Air France, among others.

Colas Overkott demonstrates Sync’s Sync2Ad product

Warren Weideman discussed the “Top 10 Things Not to Do in Branded Entertainment,” and gave great historic examples of brand integration into films. His new show on CBS, ‘The Inspectors,’ produced with Litton Entertainment, looks at postal inspectors, and includes U.S. Postal Service participation.

Warren Weideman discusses the “Top 10 Things Not to Do in Branded Entertainment”

Will Misselbrook discussed his work with luxury brand Coach, and how he essentially led branded entertainment for a company that had not developed a solid branded entertainment play. Andy Oakes discussed the differences between U.S. and UK audiences and regulators with branded entertainment, noting that the tradition of non-commercial television had limited the scope of branded entertainment, but cited the Branded Content Marketing Association (BCMA) as one of the groups leading the growth of branded entertainment in the UK.

Will Misselbrook, head of branded entertainment for Condé Nast Entertainment, with Andy Oakes, managing director, The Drum

The value of branded entertainment with jaded audiences, including millennials less susceptible to traditional advertising, led to discussion of storytelling for brands. The discussion, in a room full of producers, led to numerous conversations about platform-specific stories, whether on Snapchat or YouTube, that have now created a hunger for content that is instantly shareable.

The evening was significant for myself and for the guild. It was almost 10 years to the day that the PGA-New School relationship was formalized (for the record, we did an event on podcasting that featured the likes of Robert Spier, from NPR and Peter Rojas). Sponsored by the Media Studies program at The New School, our PGA New Media Council East salon series has included a number of venues (including The Core Club; the 57th Street Screening Room), but our relationship with The New School is special. And enduring.

Paul Hardart, Director of the Media Management Program at The New School, welcomes the audience.

Colas Overkott; Chris Pfaff; Luis de la Parra; Warren Weideman; Andy Oakes, and Ian Schafer after the PGA New Media Council East panel on branded entertainment, at The New School, 09.30.15

Join me and six branded entertainment luminaries at my PGA New Media Council East mega-panel during Advertising Week New York, ‘Gaming the System: Branded Entertainment for Producers’ on Wednesday, September 30th, from 7:00-9:00 pm, at The New School’s Lang Auditorium, 55 West 13th Street (between 5th and 6th Avenues), 2nd floor.

In addition to great networking, food & drink, and a gathering of the new media tribes, the following presenters will appear:

• Ian Schafer, chairman, US CEO and founder, Deep Focus
• Warren Weideman, founder, First Look Productions LLC
• Luis de la Parra, senior vice president, partner solutions, Univision
• Colas Overkott, CEO, Sync
• Will Misselbrook, head of branded entertainment, Condé Nast Entertainment
• Andy Oakes, managing director, The Drum

You can RSVP at:

http://www.producersguild.org/events/Sessions.aspx?id=688263

I hope to see you on Wednesday, September 30th during Advertising Week New York for this event.