This week's lecture and tutorial discussion really got me thinking about the implications of downloadable content on media producers. Downloadable content ranging from music and videos - to e-books and games are becoming so readily available online, that I was under the impression that producers had accepted it. But they’re in fact still attempting to adjust to it. Distributors of free media content are vastly available online, through peer-to-peer downloads and ripping of music/videos. Chris Anderson (2004) outlines in his article 'The Long Tail' from Wired 12.10, that "this is the world of scarcity. Now, with online distribution and retail, we are entering a world of abundance. And the differences are profound".
Just in case you have been living under a rock for the last decade, Joanne Kathleen Rowling is one of the world's most renowned authors today, famed for re-introducing the practice of reading to children, with the intensely rich world of Harry Potter. Having completed both the book and film series, she has recently taken her magical world to another level with the assistance of transmedia convergence... by introducing Pottermore (watch the introduction video below)
Pottermore is essentially a website-based reading experience, where users will be given a rich supply of new information on the world of Harry Potter… It will be extremely interactive AND safe for the users, being highly appealing to both the inquisitive young digital generation, and also those who were already love with the series. JKR also revealed that her Pottermore project will include an online store, which will sell digital formats of the Harry Potter series (including e-books, digital audio books, and other Harry Potter content). Taking a leaf from Apple’s closed app store model, Rowling will have complete control over the content sold on the site and will take a cut of each sale. Also to receive a percentage of each sale will be the print publishers of the books; Sony, who provided some of the technology behind the site; and OverDrive, the company providing the e-book and audio book trading platform.
The website is currently in the Beta stages of testing, which I personally have been lucky enough to be allowed to enter… It is definitely a sight for Potter fans, dying for more information into the magical world. Still a few bugs and changes that need to be addressed, but is it quite astonishing how much content is already there. After exploring it thoroughly, it became clear to me why she needed to venture into this segment of transmedia storytelling… In JKR's words – “ghost plots”, or all of the background stories on characters, places and creatures that she had dreamed up, which didn’t fit into the written series. These ghost plots are still vital to the story and need to be told to the audience. The website fully launches in October later this year, including the online store for digital books (which will be compatible for a range of devices).
Here on Henry Jenkin's official blog, he discusses Pottermore in regards to Transmedia Storytelling, noting that "This may be the most highly visible transmedia project to date -- after all, Harry Potter is as big a media franchise as we are likely to see anytime soon." I feel that no matter how successful her venture (She is already a squillionaire), it is bound to have a massive effect on social media, transmedia entertainment, Web 2.0, and fan culture when it is officially released... Especially whilst catering to such a richly diverse group of individuals, so avid to consume the new content.
Let me know your thoughts on this new online reading experience... would you use it? Do you think it appeals to a niche, or do you believe it is part of a mass market? And how effective do you think this move from analogue to digital storytelling?
Links
http://www.henryjenkins.org/2011/06/three_reasons_why_pottermore_m.html
http://sociable.co/2011/06/23/j-k-rowlings-pottermore-brings-app-store-economics-to-niche-markets/
Links
http://www.henryjenkins.org/2011/06/three_reasons_why_pottermore_m.html
http://sociable.co/2011/06/23/j-k-rowlings-pottermore-brings-app-store-economics-to-niche-markets/
First of all...I had no idea about this Pottermore thing! But that could be because I'm not a Harry Potter fan...
ReplyDeleteBuy anyways,I think it's a great idea and that it's a great incentive for children to keep reading. You hear in the news and read in newspapers that children nowadays spend more and more time in their computers instead of playing in the park or reading books so I think that this could be a great experience for them because they would still be developing their computer knowledge and their reading skills.
Great post! I am also not a huge Harry Potter fan, but I think this is a great example of adapting to media convergence and new media culture. Although like you said Rowling probably doesn't need anymore money, I'm pretty sure that if she didn't do something like this somebody else would have, most probably a fan or a group of fans. This allows her to continue to grow the Harry Potter franchise utilizing the technology available and she can do it how she wishes. In this way she will be allowing users/readers to get an insight further into the world of Harry Potter the way that she intended. Given the mass and insane popularity of the series, I'm sure it will be a successful venture.
ReplyDeleteI love Pottermore! Well the idea of it I should say haha. I am a huge Harry Potter fan, but I did not want to get involved with it while I was studying overseas. I think it is brilliant how JK Rowling is incorporating the internet with her books. I think definitely changing the way authors interact with their readers and their books. She is taking Harry Potter to a whole new level and I am sure that all of her fans will follow her.
ReplyDeleteI think it is a great idea. We all already know that e-books are becoming the new 'in thing'. Harry Potter is already such a successful franchise and adding this Pottermore to the picture will only benefit JK Rowling and her brand.
ReplyDeleteHowever in saying that e-books and having books online is the new thing I have absolutely no interest whatsoever in reading online (books that is). I cant think of anything worse than staring at a screen in order to read a book. Call me old fashioned or out of date but I just dont like it! Although this is a great idea.. It just does not appeal to me personally.
Well spotted Olivia - especially because of the way Pottermore ties in with the way Amazon has been riding the long tail in their battle with traditional publishers.
ReplyDeleteI LOVE this post Olivia (I'm not going to talk about how much of a fan I am because it's truly to an embarrassing level...). I feel like a bad fan for not making the connection between transmedia storytelling and Pottermore hahaha, it's such a good example. Cutting out traditional middlemen and selling straight from the site is genius, not to mention introducing younger generations to ebooks and allowing a safe space for them to engage their digital curiosity, it's just brilliant.
ReplyDeleteFor more on the Pottermore and what it means for the publishing industry, cut and paste the links below:
http://www.thebookseller.com/news/pottermore-defends-selling-e-books-directly.html
http://gigaom.com/2011/06/23/harry-potter-and-the-amazing-exploding-book-industry/
Hey Olivia,
ReplyDeleteTo start off, I am not the biggest Harry Potter fan, but I think this concept of Pottermore is a great idea! Especially when one of it's purpose is to encourage children to read more. It is always great when kids have a hobby of reading. Plus, e-books are getting so popular now, since most of them could be easily downloaded. But then again, eventhough kids are reading more, they would be hooked on with the iPads, laptops and other sorts of gadgets. I might be old-fashioned, but I don't like seeing kids getting so addicted with gadgets. (it is such a cliche, but it almost like kids are too young to be using/own any sort of gadgets)
I have never ever heard of Pottermore, but from a marketing perspective it sounds like a perfect strategy. It seems that everything is heading in the digital direction, i personally would of thought that J.K Rowling would of jumped on this band wagon a long time ago.
ReplyDelete