Significant!: Oscars Launches Live Streaming to Attract Younger Viewers - Advertising Age - MediaWorks

NEW YORK (AdAge.com) -- The Hollywood mystique has been built on glamor and exclusivity. But this year's Oscars -- with an assist from Pixar chief John Lasseter -- will be all about accessibility.

The goal is to make the Academy Awards more inviting for younger audiences. The ABC broadcast is the second most-watched TV event after the Super Bowl and drew an impressive 41.2 million viewers last year -- a five-year high. But although the event remains pricey, at $1.7 million a spot, the broadcast's median age in 2009 was 49.5. Last year's ratings among 18- to 34-year-olds actually decreased 3% despite the increase in total viewers.

The plan is to make the Feb. 27 broadcast more inclusive with a "You're Invited" strategy that involves a new print, digital and outdoor marketing campaign allowing the average Joe to experience the red carpet virtually. The show itself will have new co-hosts. And, in a first, Oscar.com will offer a peek behind the scenes with an ambitious live streaming of all-access coverage from the red carpet to the control room to the press room where Oscar winners get 45 seconds for additional thank-yous.

Read the full post by Andrew Hampp on AdAge

W3C HTML5 Logo launched under Creative Commons

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via w3.org

From the site:

"We present an HTML5 logo.

USE THE LOGO

You have HTML5 on the brain. Tell the world.

BADGE
BUILDER HTML5 LOGO
DOWNLOADS
SHOW SOME LOVE

This HTML5 logo is licensed under Creative Commons Attribution 3.0 — all are free to use and reimagine as they see fit. Stickers and T-Shirts are available now; more stuff to come."

Nice. New app delivers longform nonfiction/journalism: Welcome The Atavist

Welcome to The Atavist

Description from the site (I'm downloading now!):

"About us:

The Atavist is a boutique publishing house producing original nonfiction stories for digital, mobile reading devices. We like to think of Atavist pieces as a new genre of nonfiction, a digital form that lies in the space between long narrative magazine articles and traditional books and e-books. Publishing them digitally and offering them individually — a bit like music singles in iTunes — allows us to present stories longer and in more depth than typical magazines, less expensive and more dynamic than traditional books.

Most importantly, it gives us new ways to tell some inventive, captivating, cinematic journalism — and new ways for you to experience it.

The stories: All of our stories are researched, reported and crafted by experienced long-form reporters and writers who’ve spent months chasing them down. The topics may vary, but every Atavist story will be a narrative — around a crime, a scientific mystery, an adventure, or any other human drama — with characters and events. Each piece is laced with photography, sound, and video, where appropriate. Each piece will be edited and fact-checked. But Atavist stories aren’t static: Some may evolve in response to our readers, or simply expand and change as new facts come to light. Some may even involve the readers in the story itself.

The medium: Atavist stories are entirely digital creations — no glossy paper, no hard cover. That allows us to do some things we couldn’t otherwise, like including a free audiobook version of every one (you’ll be able to flip back and forth between text and audio, and the story will keep your place). In addition to each story’s unique collection of video and other media, it’ll have what we call inline content: maps, timelines, character lists, primary documents, and links. You can turn on the inline content to find out what’s behind the story, or leave it off to read completely distraction-free...."