Multiple Platforms mean Multiple Revenue Streams

By CHAITRA SHETTY | 23 December, 2009 - 17:00

    From comic book to eyeballs and everything in between, today there are numerous emerging platforms that have promising revenue potential. Hence multi platform planning is a crucial part of IP development process today. Shedding light on this approach were Suresh Seetharaman, Founder & Director, Liquid Comics, Si Bum Kim, Founder CEO, Characterline and Norman Abdul Halim, President/Group CEO KRU Studios on the 2nd day of Kre8tif.

    Suresh shares, "I strongly believe in the fundamentals - a great story is the beginning for everything. Next, the Character should have a certain personality that makes him/her a strong character. Someone that we can relate to or aspire to, or a Character who can stir our emotions. To create stories for multiple platforms, we must understand the strengths of each platform. Incubate ideas at the story level keeping in mind the formats, their possibilities and their limitations."

    "Live action offers different possibilities compared to animation. Whereas animation in its own right can break the boundaries of reality and still make the audience feel as though it is very real. They can cry or laugh, they can connect and react even though they are aware, it is just a fictional character they are watching. The story should also have the elements that are essential for the involvement and the interactive needs of games. And the same for Merchandising and New Media applications," he adds.

    Si Bum Kim who carries with him vast experience of L&M of various popular properties shared, "There are 11 factors that a property should have if it is to work on multiple platforms they being Symbol, Story, Identity, Brand, Uniqueness, Manual, Knowledge, Image, Mania, Market, and Media. Every property has a chance to be appealing globally as long as the creator and manager of that property has a vision to do that."

    Thinking BIG is of a paramount importance quips Suresh. He feels that comics are the perfect medium to incubate ideas and mitigate risk and that they should be used for R&D in the development process. He further adds, "Our success has come on one basic principle, think big and create multiple formats for multiple markets. Create a character that can transcend all the boundaries and go on all platforms. Multiple opportunities offer multiple revenue streams. Getting eyeballs is all about whether your idea can go to various platforms. Don't grow trees but create a forest and create an ecosystem."

    So what makes a character global? "Its universality. Its comprehension. Its appeal. Its simplicity of communication. Example - Tom & Jerry has no language. Everybody understands what it is all about. It touches all our emotional cords. The audience should feel - that's new, I want to know more or I didn't know that. It should ignite their curiosity and interest," says Suresh.