Tim Kring Talks Multiplatform Storytelling

CANNES: In conversation with World Screen’s Anna Carugati at MIPTV, Tim Kring discusses his approach to branded entertainment and multiplatform storytelling. Watch the entire session here.

Kring noted in his session that there used to be a "firewall" between content creators and brands. Today, meanwhile, "brands are getting more and more involved in having a relationship with storytellers. Now that brands have access to their customers [via social media], it behooves them to create relationships directly with storytellers and go around the networks and studios."

Kring added that the 30-second spot "is becoming a problem for big brands [as] you can skip through them and you never know who is watching." Branded entertainment like Daybreak, an online series Kring made with AT&T, addresses those concerns about traditional advertising. "We created 50 minutes of content—basically the same length as a pilot for television. What was really incredible was the amount of production value we were able to do. We made it the same way you would any pilot, probably spent close to the same amount of money on it as we would a big pilot. It proves that these [digital shows] don’t have to be the stepchild to big Hollywood productions.

"The idea of product integration, shilling for the product, holding a coke can up, is not really the most effective way to get brand loyalty. Audiences feel a kinship with a brand when they feel that brand made it possible for them to be entertained for an hour."

Kring also discussed how binge viewing is changing the way creators approach producing for television, especially when it comes to the number of episodes produced. He also noted the increase in the number of platforms available to creators. "The idea of creating shows for a broad audience is harder and harder to do, but what you can do these days is have a deep audience. You can have a niche audience that wants to be involved in the show in a very deep way."

More MIPTV videos are available here.