Collaborative Creativity: How Open Innovation is Shaping Media Production - Untap

Written by Maggie Adel | Jul 21, 2024 4:00:00 AM

Harnessing Open Innovation to Transform Media Production

Open innovation platforms can leverage and scale the media production industries in several ways. First, they can enhance the creative process. With the increase in content availability to audiences, the future could involve including audiences in the content creation process, whether by giving them a voice in suggesting which content ideas to produce or by crowdsourcing scripts to potentially be produced by the production house.

Another way to improve and transform media houses is by opening the technology innovation for collaboration with experts. For example, running hackathons or creating innovation labs for startups to enhance streaming technology, recommendation algorithms, and more.

Open Innovation for The Creative Process

There are several ways used to boost the creative process through open innovation programs, here below are some examples:

Partnerships and Collaborations

Partner with independent filmmakers, writers, and producers to bring fresh ideas and unique perspectives.

Launch platforms where creators can pitch their content ideas, scripts, or pilots for potential production.

Creative Contests

Screenwriting and Filmmaking Contests: Organize contests where aspiring screenwriters and filmmakers can submit their works. Winners can get their scripts produced or earn a contract with the company.

Theme-Based Competitions: Launch contests around specific themes or genres, encouraging creators to explore and innovate within those boundaries. This can help identify emerging trends and audience interests.

Idea Generation

Use crowdsourcing platforms to gather ideas for new shows, characters, or plotlines from the audience. This can provide insight into what viewers are interested in and increase the likelihood of content success.

Crowdsourcing programs

UGC and Content Creation Competitions: Encourage fans to create art, videos, or other content related to popular shows and movies. Winners can be featured on official platforms or receive exclusive merchandise. Benefit: Foster a sense of community and increase engagement by involving the audience in the creative process.

User-Generated Content: Create platforms where users can upload their short films, series pilots, or documentaries. The most popular or highly rated content could be considered for production or distribution. Benefit: Leverage social media and online communities to collect user-generated content and feedback.

Localized Content: Crowdsource ideas and content from different regions to produce localized shows and movies that cater to specific cultural and regional tastes. Benefit: Use local talent and creators to ensure authenticity and relevance.

Open Innovation for Improving the Technology in Media

To keep up with the need for digitalizing and transforming industries, the tech sector must take the lead in creating collaborative spaces for innovation with other industries. This collaboration can only be made possible through open innovation.

Using open innovation programs such as hackathons, innovation challenges,…etc, the tech sector can collaborate with other industries by sharing ideas, resources, and expertise to create new solutions.

The examples below demonstrate how the tech sector can leverage programs and initiatives to drive innovation in specific technology domains to address real-world challenges.

Technology and Process Improvement:

Solicit ideas for improving streaming technology, user experience, and content delivery systems from external tech experts and startups.

Innovate in recommendation algorithms, content categorization, and interactive content formats.

Hackathons and Innovation Challenges:

Host hackathons focused on solving specific challenges within the media and entertainment industry, such as creating new interactive features or developing AI-driven tools for content creation.

Examples of Open Innovation Programs Used in Media Sectors

There are several use cases of crowdsourcing and open innovation to unleash creativity in Media Production. Below are some successful use cases:

Netflix: The Million Dollar Algorithm Prize

Description: In 2006, Netflix launched a competition offering $1 million to anyone who could improve their recommendation algorithm by at least 10%.
Outcome: The prize was awarded in 2009 to the team “BellKor’s Pragmatic Chaos,” which improved the algorithm by 10.06%. This competition brought in fresh perspectives and significantly enhanced Netflix’s recommendation system.

Amazon Open Script Submissions

The studio, born out of the e-commerce giant, announced the news on its website on Friday. Launched in 2010, the open submission program allowed aspiring writers to submit their scripts and concepts for TV and film, giving them the chance to become the next big thing in Hollywood.
This approach has resulted in successful shows like “Transparent” and “The Man in the High Castle.”

National Geographic: Expedition Granted

Description: National Geographic launched the “Expedition Granted” contest, inviting individuals to pitch their dream exploration projects. The winner received funding to pursue their expedition.
Outcome: This contest promoted public engagement and highlighted interesting projects aligned with National Geographic’s brand.

Sony Pictures: Crackle’s Original Programming

Description: Crackle, a streaming service owned by Sony, has crowdsourced ideas for original content. They encouraged viewers to pitch ideas for web series and short films.
Outcome: Some successful series on Crackle originated from these crowdsourced ideas, enhancing their original content library.

Conclusion

In conclusion, open innovation platforms hold the potential to revolutionize the media production industry by fostering collaboration, creativity, and technological advancement. By engaging audiences in the creative process and collaborating with external experts through hackathons and innovation labs, media houses can stay ahead of the curve, producing content that resonates with viewers while leveraging cutting-edge technology. As the media landscape continues to evolve, embracing open innovation will be key to unlocking new opportunities, driving industry growth, and ensuring a dynamic, engaging future for media production

If you are ready to leverage open innovation to bring fresh ideas to Media, book a demo with our team, and let’s create your next open innovation challenge together!

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