Tallinn Summer School Workshop in Creative Industries
New Media and Innovation Management
July 12 – July 22, 2010
Tallinn – Tartu - Riga
The workshop “New Media and Innovation Management”, offered jointly by Tallinn University’s Baltic Film and
Media School and the Stockholm School of Economics in Riga, investigates creative industries as drivers for
economic growth. The workshop takes place in two Baltic capitals, beginning in Tallinn with the second half of
the course completed in Riga.
Date
Room
Time
Pikk 36
Monday,
July 12,
Tallinn
Theme of the day: general introduction to cross-media as an important
innovation strategy for creative industries. Focus should be on the
question – why should content industries do it. Also – what are the
definitions of ‘cross media’ or media innovation – what are we talking
about?
10:00
Indrek Ibrus: Introduction: Crossmedia as an innovation strategy for
media companies
11:00
Carlos Scolari: Transmedia storytelling and the new ecology of media
12:00
Lunch
13:00
Chris Hales: Workshop: Making interactive movies: From big screen to
many screens
16:00
Nuno Correia: Video-Jack, a cross media project
17:00
Eija Timonen: Adjusting the scriptwriter’s work to exepctations within
the production process
18:00
Tallinn Summer School Reception
Pikk 36
Tuesday,
July 13,
Tallinn
Description of the activities for the day
Theme of the day: cross-media story-telling – examples, best practices,
established conventions, notable innovations, insights from practiconers
– local and from elsewhere.
10:00
Kai Pata: Workshop: Narrative swarming in hybrid web 2.0 environments
12:00
Eija Timonen: A retrospective look at ghost’s dialogue between research
and artistic work in writing a children’s book
13:00
Lunch
14:00
Carlos Scolari: Workshop: How to exapand crossmedia narratives
Pikk 36
Wednesday,
July 14,
Tallinn
Theme of the day: Media innovation management: strategies of content
differentiation and/or integration, related business models and their
development.
10:00
Michael Rüger: Alternate Reality Games: More than Fiction, more than
reality
12:00
Lunch
13:00
Benedikt von Walter: Social, user-generated, decentralized? - on future
media business models
14:30
Shenja Van Der Graaf: Designing for Spreadable Marketplaces
16:0017:00
Nuno Correia: Multimedia project management
Pikk 36
Thursday,
July 15,
Tallinn
Theme of the day: Media innovation management: practices of
production. Focus on new forms of organisation associated with crossmedia production, participatory media, crowdsourcing, user driven
innovation, new licensing regimes.
10:00
Shenja Van Der Graaf: ComMODification @Play
11:30
Benedikt von Walter (MTV Networks): "Does the interactive media sector
need middlemen?"
13:00
Lunch
14:0016:00
Pille Pruulman-Vengerfeldt: Workshop: Participation in public and
private organisations through
online environments
Pikk 36
Friday,
July 16,
Tallin
Theme 1 of the day: Content adaptation not only for various output
channels and platforms but also for different cultural markets and
territories.
10:00 12:00
Ulrike Rohn: Cultural barriers to the international success of media
content
12:00
Lunch
13:00 18.00
Theme 2 of the day: Creative clusters and incubators of Tallinn (site
visits)
- Baltika creative incubator
- Telliskivi creative city
- Polymeri culture factory
- Culture Cauldron
19:00
Final party in Tallinn!
Date
Room
Time
Description of the activities for the day
9.0011.30
Travel to Tartu.
12.00
Lunch
13.00 15.00
In Tartu: visit to Tartu Centre for Creative Industries (www.lmk.ee)
Evening
Tartu Hanseatic Days. The traditions of Hanseatic movement were
revived in Tartu fourteen years ago – in 1996, when Tartu Hanseatic Days
began to take place in summer. The bustle in the town centre has
become the highlight of the summer for the citizens of Tartu and tourists
alike. Tartu Hanseatic Days 2010 will bring different ages to life again. All
of them have their special activities, workshops and performers.
Hundreds of merchants find their way to Tartu to create an atmosphere
to the annual Hansa Market. This year’s festival will feature a lot of pipe
music – at the same time international wind music festival ‘Mürtsub pill”
(‘Cheering Horn’) will be held in Tartu. Hanseatic Days 2010 offer
excitement and participation, fun and thrill for everybody. Link to the
event: http://www.hansapaevad.ee/
Saturday,
July 17,
Tartu
Overnight stay at the dorm of Estonian Students’ Society.
Sunday, July
18, Riga
Monday,
July 19, Riga
9.3012.30
Travel to Riga
13.0014.00
Lunch
14.0017.00
Arnis Sauka: Entrepreneurship and creativity
10.0012.45
Lauris Lietavietis: Internet platforms
13.00 14.00
Lunch
14.00 17.00
Tuesday,
July 20, Riga
Sectoral case study and panel discussion: Online gaming
Māris Pazars, Aurum Social
10.0012.45
Theis Klauberg: The economics of intellectual property
13.0014.00
Lunch
14.0017.00
Sectoral case study and panel discussion: Music sharing and distribution
Colya Kärcher, Henning Grambow, Klaus Sebastian Klose: Music industry
in the times of peer-to-peer downloading
Zane Kokina, Baiba Plakane:Case study on legal alternatives of music
piracy
Wednesday,
July 21, Riga
Thursday,
July 22, Riga
10.0012.45
Sandra Diana Troegel: How to survive a snowball fight - Social Media for
positive change
13.00 –
14.00
Lunch
14.0017.00
Fionn Dobbin, Sandra Diana Troegel: ON&OFFLINE, workshop on social
innovations
10.0014.00
Site visits to CI related venues - vibrant neighborhood on Kalnciema
street, Spikeri – a creative industries incubator in Riga and other places.
14.0015.00
Lunch
15.0017.00
A wrap-up workshop of the summer school, discussion and evaluation of
the educational experiences.
19.00
Final party in Riga
- Lectures and themes in Tallinn Nuno Correia hails from Portugal. Since early 2000s he has been involved in several new media art projects
including Video Jack, a series of audivisual projects and Coden, a music project. In 2006 he moved to Helsinki,
to study for his Doctor of Arts degree at Media Lab, University of Art and Design Helsinki, where he also
teaches. His research is titled "Interactive Audiovisual Objects".
He has also worked in 2007 in the Helsinki
office of design consultancy Fjord, first as Senior Interaction Designer and later Service Design Lead.
He
continues to develop his audiovisual work as Video Jack, having presented this work internationally in Europe,
Asia and the Americas.
Dr. Christopher Hales is a Research Fellow in Interactive Film at SMARTlab, University of East London. Chris
specialises in exploring the ‘interactive moving image’, as practitioner, educator and researcher. He has taught
in higher education for many years in the crossover of art and design with computers. Chris’s films have been
exhibited widely both as cdroms (displayed at numerous film/multimedia festivals) and combined together on
a free-standing touch-screen installation. Amongst other venues the latter has been presented in Seoul,
Helsinki, Warsaw, Nagoya, San Francisco and Sydney. Chris has created and delivered over 90 short workshop
courses on this subject in numerous institutions in Europe. His mini-workshop in Tallinn seeks to address the
question of what is the interactive
movie in today's world of cross media creation and consumption. Into
what
forms has it mutated, and will it ever catch on? Has the shift from interaction to participation led to
new interpretations of what we mean by an interactive movie? After listening to lectures and case studies,
workshop
participants will be asked to think of a concept that combines interaction
and/or participation
with filmed footage (fiction, documentary, advertising, etc).
Indrek Ibrus is a lecturer at Baltic Film and Media School in Tallinn and a finishing PhD Candiate at the London
School of Economics. In his research he is focusing on the 'evolutionary dynamics' of the cross-platform and
ubiquitous web – studying the interdependent changes in media forms, value-chains, business models and
technological standards. His research interests lie around the theoretical domains of media archaeology,
media ecology, media semiotics, political economy and interdisciplinary approaches to innovation studies. His
introductory lecture discusses the ways to understand crossmedia innovations from the perspectives of
different scholarly traditions - semiotics, cultural studies, evolutionary economics, media management studies
as well as media regulation and internet governance studies.
Dr. Kai Pata is from Estonia, Tallinn. She started her endeavors with new media in 1994 as a virtual teacher of
what was then a new learning environment titled "Miksike" that Kai developed with her collegues. Her PhD
that she defended at the University of Turku, Finland was about scaffolding patterns in chat systems. From
2006 onwards she has acted as a senior researcher of educational technology at Tallinn University. In recent
years she has been working on projects focusing on teaching self-directing, collaborating and networking
competences in cross-institutional social software settings. Her general research interests are related to
educational usage of new spaces in the web – including themes like augmented and hybrid realities, ecologies
of narratives, swarming phenomena in Web 2.0, etc. In her Summer School presentation she will introduce
swarming as a self-organization phenomenon for accumulating narratives in hybrid web 2.0 environments.
Exemplary cases of participation in narrative writing in hybrid environments will be presented and the possible
applications of such narratives in storytelling, social action, art, etc. will be discussed.
Dr. Ulrike Rohn is a researcher at the Institute of Journalism and Communication of the University of Tartu
(Estonia). Previously, she studied, conducted research and taught at the Institute of Communication Research
at the University of Jena (Germany) where she also earned her PhD. In recent years Ulrike has developed a
new approach to understanding cultural barriers to the success of foreign media content. By analyzing the
entry strategies of Time Warner, Disney, Viacom, News Corporation, and Bertelsmann with regard to China,
India, and Japan in terms of their respective localization efforts she has developed the Lacuna and Universal
Model that provides a new classification of reasons for the cross-cultural success and failure of media content,
as well as the Vertical Barrier Chain that locates cultural barriers in the wider context of legal, political, and
economic barriers to successful entry into foreign media markets. During her Summer School session students
will be encouraged to explore and discuss reasons for the cross-cultural success of media content as well as
reasons for the cross-cultural failure of media content. Furthermore, students will discuss examples of
international media strategies that are characterized by various degrees of content adaptation to local
audiences.
Michael Rüger lives in Berlin, with his adorable wife, and his two sons. Until 1999 Michael worked for 10 years
as a classical Ad- und TV-Producer (BBDO, NDF, GRUNDY UFA). Starting 1999 he has been working in three
different, but well-connected areas: media, toys and theme Parks. For media-houses and agencies he creates
Web- and cross-platform content, apps, and games. For toy companies he creates classic and interactive Toys
(e.g. ´Toy Innovation Award 2010-Product ´TipToi`). For Theme-Parks he creates new attractions and new ways
of visitor involvement (3D, augmented reality, etc.). He is at the Advisory Board of a Game-Fund, and lectures
in several Universities. He is also a regular speaker at international festivals and conferences, like Imagine the
Future, FMX, Cartoon Media, Crossing Europe - and he is member of the jury at the German IPTV-Award, and
the Sehsüchte 09 – Filmfestival. His Summer School lecture will focus on prospects and gains of augmented
reality games.
Professor Carlos Alberto Scolari originally hails from Argentina, and currently lives and works in Catalonia,
Spain at Barcelona's prestigious Universitat Pompeu Fabra. He holds advanced degrees in Applied Linguistics
and Communication Languages, and Social Communication/Journalism. Along with his academic
accomplishments, Carlos worked in the 1990s as an interaction designer, developing interactive products in
educational, commercial and institutional communication field. He has been extremely prolific as an academic
author, has written several books on crossmedia phenomena. His lecture “Transmedia storytelling and the
new ecology of media” discusses ways how television is changing. The key concept for is ‘hypertelevision’, that
is how traditional TV is simulating and is integrated with new interactive media. His workshop “How to expand
crossmedia narratives” discusses ways to analyse cross media productions like “Lost”. Workshop activity
focuses on expanding a short story or a comic through different media and platforms.
Professor Eija Timonen hails from Finlant and works at the University of Lapland in Rovaniemi, beyond the
polar circle. Having written herself several childrens’ books and developed tens of childrens TV-shows, comics
and multimedia productions she has been focusing on the related crossmedia aspects also in her research
work. She has been studying the question of how folklore, and particularly folk tales become a part of modern
children’s culture, how traditional tales are reshaped to suit a modern children's audience and how are these
tales adapted for different media – books, audiovisual presentation and interactive media. What factors
influence the modification of an artistic work into different media? In her first lecture in the Summer School
she will demonstrate how a crossmedia scriptwriter adjusts his or her working to the expectations of
production processes, to the expectations of genre and context. Her second lecture will focus on the role of
research for an artistic crossmedia production process.
Dr. Shenja van der Graaf is Program Director of the Department of Imagineering and Lecturer in Business
Innovation at Breda University of Applied Sciences, where she specializes in the management of innovation
with a special interest in Internet-based innovation activities at the intersection of organizations and
communities. As a Research Fellow at the London School of Economics and Political Science, she contributes to
a socio-economic impact assessment for research projects (funded by European Commission), and she is also a
Consulting Researcher at the Convergence Culture Consortium at Massachusetts Institute of Technology. With
an extensive background in and passion for the media industry (esp. film, music and 3D software), consumer
cultures, and organizational transformation, especially in North American and Asian markets, she brings the
perspectives of both management and economics, and the sociology of the developments and uses in these
areas to her work. Her first summer school lecture will discuss the transaction crisis between 'old
organizations' and 'new consumers' underpinning every sector of society and the global economy and offers a
design approach to business innovation in the media industries. Her second lecture tackles how organizations
gain access to distributed sources of innovation (i.e. the brand community) and why and when it may make
sense for them to do so.
Dr. Benedikt von Walter majored in Business Administration at the University of Munich where he also
presented his doctoral thesis on the economic influence of digitization on media and telecommunication
companies. His research activities focus on digital music business models, user generated content & open
access publishing. His writings on these topics have made their way to several international journals and
conferences. After his PhD Benedikt has consulted companies & cooperated with academic institutions on
digital trends. Currently he heads MTV´s digital research team for Northern Europe. Additionally he works as
Social Responsibility Representative for this company. The focus of his lectures in the Summer School will be
on user generated content.
- Lecturers and themes in Riga Dr. Arnis Sauka is a researcher and lecturer in Entrepreneurship at the SSE Riga. Prior joining the doctoral
program at the University of Siegen, Arnis Sauka was a visiting PhD candidate at Jönköping International
Business School and teacher fellow at University College London. His main research interests are in the field of
entrepreneurship and small business development with the focus on intitutions, productive, unproductive and
destructive value creation of small firms, business start- ups and exits, entrepreneurship policy making. Arnis
Sauka has been also involved in several international projects, and has acted as a senior consultant for
PriceWaterhousecoopers. He has also extensive practical experience in business management working for
different companies in Latvia. The aim of his workshop is to foster entrepreneurial thinking amongst creative
people. Case study of two creative persons – potential entrepreneurs – will be used for this purpose in order
to illustrate most common challenges new entrepreneurs can face during the business start-up and
development as well as provide with some possible solutions on how to overcome them. In order to
strengthen the knowledge acquired during the lectures, students will further be asked to participate in a group
work and develop products from creative ideas themselves.
Theis Klauberg LL.M., MBA has been a practicing lawyer since 2000 and is a member of the bar associations of
Hamburg and Latvia. After completing his law studies at Humboldt (Berlin) and Heidelberg universities, he
received a Master’s Degree from the University of the Western Cape (South Africa) in 1997 and an MBA from
Vytautas Magnus University in Kaunas in 2009. He worked at several international NGOs before joining a
Tallinn law firm in 2000. A founding partner of the law firm BNT Rechtsanwälte since 2003, his fields of
professional specialization include commercial, intellectual property and financial service law in the Baltic
States region. He has lectured on intellectual property law at RGSL since 2001. In his lecture at SSE Riga, Theis
Klauberg will address the mechanisms for protection of intellectual property rights with a particular focus on
copyright issues and the economics of intellectual property, especially in economies in transition such as
Latvia.
Zane Kokina and Baiba Plakane are recent graduates of the Stockholm School of Economics in Riga. Zane is
currently employed at a public relations agency, with an emphasis on strategic PR consulting. Baiba’s four-year
experience in the Latvian music field with a band IVA cultivated her interest in the side-scenes of the industry
and revenue generation from artistic work. Baiba’s and Zane’s joint BSc thesis was titled Non-traditional Ways
of Music Distribution: The Attitude of Latvian Consumers. In this paper the young researchers managed to
combine their two passions: passion for music and passion for innovative, non-traditional thinking. In their
workshop they will inform participants about the untraditional and diverse ways to distribute recorded music,
introduce a few realistic possibilities and talk about the tendencies of revenue generation in recorded music in
Latvia. Participants will be invited to brainstorm and share their ideas on the best ways to distribute music,
improvements in the recorded music scene in Latvia.
Colya Kärcher, Henning Grambow, Klaus Sebastian Klose. In the past attention for a piece of music was linked
to earnings as a result of the distribution of that creative good. Ease of the music distribution in the internet,
including P2P-file-sharing-technologies, leads to the fact that a song file of an artist can not reimburse great
marketing costs. But artists need attention in order to continue playing live gigs, producing music and
entertaining people. More and more artists try to create business models which are independent from the
major record companies. The marketing budgets for those artists decrease tremendously. In the digital era the
music business in general is one of the first creative industries which needs radical new ways of creating
attention and new ideas how to make money.
Sandra Diana Troegl is a co-founder of the Social Startup Nest (www.nest.im), an organisation involved in
Social Media Consulting for social causes - helping NGOs, social businesses etc to use the Web and specifically
the dialogue-oriented tools of the social web. Sandra studied Business Administration with focus Information
Management at the European Business School in Oestrich-Winkel, Germany, and graduated as Dipl.-Kffr. in
2005 (equals MBA or higher). She also attended an Honours course in Information and Knowledge
Management at the Stellenbosch University and did another semester abroad at Pepperdine University in
Malibu. She has worked in academia with the NYU Stern School of Business (research) and the HTW Chur in
Switzerland (co-lecturer in Sustainability Entrepreneurship). In the business world, Sandra has been a product
manager for the cosmetic brand Maybelline at L'Oréal and helped building up the Social Fashion label
armedangels in Germany. Her vision shared with the other two co-founders of Nest is to use the social web for
social change and to make this world participatory, equal and fair. Nest currently works with clients such as
Oxfam or the WWF on various projects including topics such as homelessness, social entrepreneurship,
renewable energies, HIV prevention.