New Media Council

New Media Council was formed by the Producers Guild of America (PGA) in 2002, in order to recognize, represent, and protect producers working in emerging media such as DVDs, broadband and mobile entertainment, interactive television and console games.

The PGA protects and promotes the credit and role of the entertainment producer. In January 2001, following a series of summits that brought together members of the new media and traditional producing communities, producer, Marc Levey, spearheaded the initiative to revise the PGA constitution to provide for the representation of New Media producers.

Marc Levey served as the Founding Chair with Suzanne Hornwood Appel, Eric Barnes, Iyan M. Bruce, Nicholas de Wolff, Michael Dowling, James A. Fino, Kevin J. Fox, Shawn Gold, Ahuvi Goldin, Shawn Hardin, Steven Hoffman, Sam Humphries, Carol Hunt, Brian Seth Hurst, Kevin Kent, Alex Lightman, Jay Malla, Jay Newman, Gordon Paddison, Jeff Pakosta, Michael Andres Palmieri, and Richard Titus serving as the founding board of delegates for the New Media Council.

Since its formation, the New Media Council has sought to identify and address some of the issues that lie most immediately before the PGA. These include how "new media" should be defined, and how the role of a new media producer differs from or is similar to its counterpart in traditional media, recognizing that medium must serve the story and not the other way around.

Producers Guild of America New Media Code of Credits Declared April 5, 2010

The New Media Council achieved an historical milestone on April, 5, 2010 when the Producers Guild of America Board of Directors officially approved its New Media Code of Credits, adding twenty-six major new credits to cover new media producers. This Code of Credits was initially authored and updated by New Media Council members and Board Members who served during the 2007-2010 terms.

The code is significant in that it marks the first time the Producers Guild of America recognizes new media producer industry credits and responsibilities in the following areas of production: Broadband, DVD/Blu-ray, Animation, Games (console and online), Mobile, Digital Visual Effects, iTV (interactive/enhanced Television), Special Venues, and Transmedia.

It is the intention of the New Media Council to continually revisit the New Media Code of Credits and update their scope and definitions to accurately reflect the role of Producer in emerging storytelling technologies as they come into existence.

New Media Code of Credits

CREDIT GUIDELINES FOR NEW MEDIA

Producers Guild members in the New Media Council typically work within one or more of the following platforms or content categories (click on a category to jump to credit guidelines for that category):

   * Broadband
   * DVD/Blu-Ray
   * Games (console and online)
   * Mobile
   * Digital Visual Effects
   * Digital Animation
   * iTV (Interactive/Enhanced Television)
   * Special Venue Production
   * Transmedia

In all cases, individuals receiving the primary producing credits for their respective media or platforms must take responsibility for significant producing responsibilities in the initiation, coordination and supervision of the creative, and financial elements through all the phases of production.

BROADBAND

EXECUTIVE PRODUCER

The Executive Producer credit for Broadband productions is given to the person(s) most completely responsible for a project's vision, storytelling, audience experience and production, exercising significant decision-making authority over a majority of the producing functions across all phases of the project.

An individual receiving the Executive Producer credit will typically conceive of the underlying premise of the production or select the material. S/he also will select the project's writer and secure the necessary rights and initial financing, and supervise the development process.

In pre-production, the Executive Producer typically will select the key members of the creative and technical teams, including (where applicable) the director, co-producer, cinematographer, unit production manager, technology video and encoding experts, and principal cast. The Executive Producer also will approve the final shooting script, production schedule, and integration/encoding plan of the final broadband material so as to maintain the highest possible quality, even when compressed or modified via frame rate, color depth or bit rate for digital distribution.

In the case of series-based broadband productions that are heavily writer-driven, the Executive Producer may undertake significant production responsibilities in addition to his/her writing services and responsibilities. Frequently, the Executive Producer may be responsible for the creation of the series, including its concept, format and characters. In this special circumstance, the PGA gives considerable weight to such a seminal contribution, and supports the Executive Producer credit for such creators who remain engaged in a supervisory capacity with an ongoing or serialized broadband production.

Because of the multifaceted and volatile nature of broadband production, an individual receiving the Executive Producer credit may also hold a corporate or executive title such as (but not limited to) VP of Digital Media, VP of Digital Strategy, VP of Content, or Product Executive. While an Executive Producer may hold such a title concurrently, simply holding such an executive title does not entitle an individual to an "Executive Producer” credit as a matter of course.

SUPERVISING PRODUCER

The primary role of the Supervising Producer is to execute on predetermined projects assigned by the Executive Producer(s) while staying on budget, fulfilling Business Unit and Ad Sponsor needs, and delivering product on time. The individual fulfilling this role is sometimes simply given the title "Producer”; the New Media Council prefers and endorses the title "Supervising Producer” for such individuals.

The Supervising Producer will typically act as the liaison between the Executive Producer and production team. The Supervising Producer will serve as the "point person” for the overall project and is thus responsible for connecting the appropriate teams working on the project.

A given broadband project will typically utilize a single Supervising Producer throughout its production.

DVD/BLU-RAY (BD-LIVE)

PRODUCED BY

The "Produced by" credit for a fully DVD Production is given to the person(s) most completely responsible for a DVD production’s full life cycle, exercising significant decision-making authority over a majority of the producing functions across the four phases of DVD production’s life-cycle. Those phases are: Development, Pre-Production, Production, and Post-Production.

Within the development process, the "Produced by" will typically conceive of the underlying premise of the production, or select the material, S/he may also select the project's writer(s), secure any necessary rights and initial financing, and supervise the development process.

In pre-production, the "Produced by" will typically select the key members of the creative team, including the director, cinematographer/ technical director, co-producer, supervisor, production manager, production designer and principal cast and/or voice talent. The "Produced by" also will participate in vendor selection, and approve the final production script, boards, production schedule, and budget.

During production, the "Produced by" will supervise the day-to-day operations of the producing team, providing continuous, personal, and usually "on-set" or "in-studio” consultation with the director and other key creative personnel. S/he also will approve weekly cost reports, and continue to serve as the primary point of contact for financial and distribution entities.

Within post-production, the "Produced by" is expected to consult personally with post-production personnel, including the editor, and composer. S/he is expected to consult with all creative and financial personnel on the edited master, and can be consulted with the marketing and distribution plans for the production.

EXECUTIVE PRODUCER

The credit of Executive Producer shall only apply to an individual who has made a significant contribution to the DVD production and who additionally qualifies under one of three categories:

   * Having secured an essential and proportionally significant part (between 25% - 50%) of the financing for the animated production; and/or
   * Having made a significant contribution to the development of the source property or the conception of the production, typically including the securing of the underlying rights to the material on which the production is based.
   * Is an Executive working with the Studio/Financing entity who is directly responsible for the production and title.

CO-PRODUCER

The credit of Co-Producer is to be granted to the individual who reports directly to the individual(s) receiving "Produced By" credit on the production. While this individual may be credited as "Line Producer,” the New Media Council endorses and encourages the use of the "Co-Producer” title for the individual fulfilling this role on a DVD production.

The Co-Producer is the single individual who has the primary responsibility for the logistics of the production, from pre-production through completion of production; all Department Heads report to the Co-Producer.

The Co-Producer / Line Producer carries the responsibility of managing and adhering to the budget.

VIDEO GAMES

PRODUCED BY

The "Produced by" credit for a videogame production is given to the person(s) most completely responsible for a videogame production’s full life cycle, with significant decision-making authority over a majority of the producing functions across the four (or five) phases of a videogame’s production life-cycle. Those phases are: Pre-Production, Production, Testing, Gold Mastering and—for online-enabled or connected-platform games—Maintenance. The following considerations would be taken into account in determining "Produced by" credit in a videogame production:

   * Within the development process, the "Produced by" will typically conceive of the underlying premise of the videogame production, or select the material, as is best suited to the relevant particular hardware console platform(s) or online/connected media distribution method(s). S/he also will select the project's lead game designer(s), secure the necessary rights and initial financing, and supervise the development process.
   * In pre-production, the "Produced by" will typically select the key members of the creative and technical teams, including the creative director, senior level designer(s), art director(s), lead engineer(s), copy writer(s), actor(s) or voice talent if applicable, and consult in the selection of any required third party vendors that will co-develop components of the production, including traditional film or video production, if applicable.
   * The "Produced by" also will approve the final production plan and game design, concept board, prototypes or any other related concept material that clearly outlines the scope and conceit of the videogame, production schedule, and budget.  The "Produced by” will also participate in choice of technology(s) and technology selections and guidance.
   * During production, the "Produced by" will supervise the day-to-day operations of the producing team, providing continuous, personal, and usually in-person consultation with the game designer(s), creative director, technical director and key creative and technical personnel. S/he also will approve weekly cost reports, and continue to serve as the primary point of contact for financial and distribution entities.
   * For the final phases of production (load testing, quality assurance testing, gold mastering, maintenance and marketing), the "Produced by" is expected to consult personally with testing personnel and those involved in the development of the gold master and final deployment details (and mastering if applicable). S/he is expected to consult with all creative and financial personnel on the gold master, and usually is involved in a meaningful fashion with the financial and distribution entities concerning the marketing and distribution plans in both domestic and foreign markets.

EXECUTIVE PRODUCER

The "Executive Producer” credit in video games is given to the individual(s) who manage Producers and other production personnel across multiple projects, and supports the senior company executives in managing the associated product. Typically, the executive producer secures an essential and proportionally significant part (between 25% - 50%) of the financing for the animated production; and/or makes a significant contribution to the development of the source property or the conception of the production, typically including the securing of the underlying rights to the material on which the production is based.

An Executive Producer may be involved throughout all phases of production from inception to completion; including coordination and supervision. Executive Producers may work on simultaneous multiple projects in various stages of production. Such work can be executed independently or by way of a studio. It is the responsibility of the executive producer to mediate any problems and make sure the project is running smoothly.

Additional responsibilities include account and project management for both internal and external studios, ensuring that the "Produced by” delivers quality product on time and on budget.

SENIOR PRODUCER

The "Senior Producer” credit in video games is given to the individual(s) who lead or participate in the development of the strategic and product plans for a product line or group of products. They manage staff of two or more Producer(s) and are involved with the coordination of team leads including Software Engineer(s), Marketing Manager(s), Lead Artist(s), Content Lead(s), and Project Manager(s) in order to develop and ensure adherence to a specific product development plan for each assigned product. This includes the development or oversight of developing comprehensive plans for each product and product line that fully consider content, characters, technology, market positioning, and profit.

PRODUCER

The "Producer” credit in video games is given to the individual(s) who participate in the development a product line or group of products, working with both creative and technical staff, managing the day-to-day operations of a videogame production. The Producer will clearly articulate the game design in Technical Design Documents and Functional Specifications. The Producer will collaborate with other departments to develop the game’s initial concept and refine its design and game balancing from prototype thru alpha, beta, to final release candidate or "gold master”.

ASSOCIATE PRODUCER

The Associate Producer credit in video games is given to the individual(s) who assist the Producer in the production of videogame projects. The Associate Producer (AP) will be responsible for maintaining the details of daily game production and coordinating efforts between various development teams.

MOBILE

PRODUCED BY

The Producer credit for a fully Mobile Production is given to the person(s) most completely responsible for a mobile production’s full life cycle, requiring significant decision-making authority over a majority of the producing functions across the four phases of the mobile production’s life-cycle: Development, Pre-Production, Production, and Post-Production/Marketing.

Within the development process, the Producer will typically conceive of the underlying premise of the production, or select the material, as is best suited to the mobile platform. S/he may also select the project's writer(s), secure the necessary rights and initial financing, and supervise the development process.

In pre-production, the Producer will typically select the key members of the creative team, including the director, cinematographer/technical director, co-producer, supervisor, production manager, production designer and principal cast and/or voice talent. The "Produced by" also will participate in vendor selection, and approve the final production script, boards, production schedule, and budget.

During production, the Producer will supervise the day-to-day operations of the producing team, providing continuous, personal, and usually "on-set" or "in-studio” consultation with the director and other key creative personnel. S/he also will approve weekly cost reports, and continue to serve as the primary point of contact for financial and distribution entities.

During post-production and marketing, the Producer is expected to consult personally with post-production personnel, including the editor and composer. S/he is expected to consult with all creative and financial personnel on the edited master, and usually is involved in a meaningful fashion with the financial and distribution entities concerning the marketing and distribution plans for the production.

EXECUTIVE PRODUCER

The credit of Executive Producer shall only apply to an individual who has made a significant contribution to the mobile production and who additionally qualifies under one of three categories:

   * Having secured an essential and proportionally significant part (between 25% - 50%) of the financing for the animated production; and/or
   * Having made a significant contribution to the development of the source property or the conception of the production, typically including the securing of the underlying rights to the material on which the production is based.
   * Is an Executive working with the Studio/Financing entity who is directly responsible for production and title.

CO-PRODUCER

The credit of Co-Producer / Line Producer is to be granted to the individual who reports directly to the individual(s) receiving Producer credit on the production.

The Co-Producer / Line Producer is the single individual who has the primary responsibility for the logistics of the production, from pre-production through completion of production; all Department Heads report to the Co-Producer / Line Producer.

The Co-Producer / Line Producer carries the responsibility of managing and adhering to the budget.

VISUAL EFFECTS

VISUAL EFFECTS PRODUCER

The Visual Effects Producer credit is given to the person(s) most completely responsible for a film’s visual effects budget and schedule. The individual(s) would have significant decision-making authority over the business and administrative visual effects duties across at least two of the three phases of a motion picture’s pre-production, production, and post-production process. With today’s large-scale productions, it has become common to have more than one individual who fulfills this role. Furthermore, individual facilities will likely have internal Visual Effects Producers assigned to particular projects, fulfilling a similar role, though specifically for the facility. These facility producers will work generally under the project’s Visual Effects Producer and Supervisor. To earn the credit, the individual(s) must exercise decision-making authority across the phases of Development/Pre-Production, Production and Post-Production. An exception may be made for the individual(s) who joins a project during the Post-Production phase and assumes a substantial proportion of critically important functions.

VISUAL EFFECTS CO-PRODUCER

The title of Visual Effects Co-Producer is given to the individual(s) who either oversees several Visual Effects Coordinators or assumes many of the day-to-day tasks of the Visual Effects Producer, or both. The Visual Effects Co-Producer generally requires very little direction in prioritizing the project’s needs and is expected to exercise independent judgment in informing the Visual Effects Producer of potential problems. This title is most commonly utilized in motion pictures, but may be utilized be on a television program in which the Visual Effects Producer assumes other major responsibilities, such as overseeing Post-Production. This individual may also be credited as Visual Effects Production Manager or Visual Effects Production Supervisor, though the New Media Council endorses the Visual Effects Co-Producer title.

EXECUTIVE PRODUCER OF VISUAL EFFECTS

An Executive Producer of Visual Effects initiates and supervises the visual effects in the motion picture and/or television production. They work closely with the Producers, Directors and studio in the visual effects production process; including creative, financial, technological and administrative. An Executive Producer can be involved throughout all phases of production from inception to completion; including coordination and supervision. Executive Producers may work on simultaneous multiple projects in various stages of production. Such work can be executed independently or by way of a studio. It is the responsibility of the Executive Producer of Visual Effects to mediate any problems in the VFX sphere and ensure that the relevant component of the project is running smoothly.

ANIMATION

PRODUCED BY

The "Produced by" credit for a fully Animated Production is given to the person(s) most completely responsible for an animated production’s full life cycle, requiring significant decision-making authority over a majority of the producing functions across the four phases of an animated production’s life-cycle: Development, Pre-Production, Production, and Post-Production/Marketing. The following considerations would be taken into account in determining "Produced by" credit in a fully animated production:

Within the development process, the "Produced by" will typically conceive of the underlying premise of the production, or select the material, as is best suited to the particular media platform(s) on which the animated production will be exhibited. S/he also will select the project's writer(s), secure the necessary rights and initial financing, and supervise the development process.

In pre-production, the "Produced by" will typically select the key members of the creative team, including the animation director, cinematographer/ technical director, co-producer, animation supervisor, production manager, production designer including backgrounds and characters and associated department leads, and principal cast of voice talent. The "Produced by" also will participate in vendor selection, and approve the final production script, boards and animatics, production schedule, and budget. The "Produced by” will also participate in media platform(s) and technology selections and guidance.

During production, the "Produced by" will supervise the day-to-day operations of the producing team, providing continuous, personal, and usually "on-set" or "in-studio” consultation with the director and other key creative personnel. S/he also will approve weekly cost reports, and continue to serve as the primary point of contact for financial and distribution entities.

For the last phase, post-production & marketing, the "Produced by" is expected to consult personally with post-production personnel, including the editor, composer, and media platform specialists. S/he is expected to consult with all creative and financial personnel on the answer print or edited master, and usually is involved in a meaningful fashion with the financial and distribution entities concerning the marketing and distribution plans for the animated production on the particular destined media platform(s) in both domestic and foreign markets.

With today's productions often being hybrids of live-action, animation, and visual effects, it is rare to find one individual who exercises personal decision-making authority across all four phases of animation production. However, the PGA requires that in order to earn the credit of "Produced by," one must have taken responsibility for at least a majority of the functions performed and decisions made over the span of the animated component of the four phases.

EXECUTIVE PRODUCER

The credit of Executive Producer shall only apply to an individual who has made a significant contribution to the animated production and who additionally qualifies under one of two categories:

   * Having secured an essential and proportionally significant part (between 25% - 50%) of the financing for the animated production; and/or
   * Having made a significant contribution to the development of the source literary property or the conception of the production, typically including the securing of the underlying rights to the material on which the animated production is based.

CO-PRODUCER/LINE PRODUCER

The credit of Co-Producer / Line Producer is to be granted to the individual who reports directly to the individual(s) receiving "Produced By" credit on the animated production.

The Co-Producer / Line Producer is the single individual who has the primary responsibility for the logistics of the production, from pre-production through completion of production; all Department Heads report to the Co-Producer / Line Producer.

The Co-Producer / Line Producer carries the responsibility of managing and adhering to the budget.

ANIMATION PRODUCER

The credit of Animation Producer typically applies to producers who work on animated segments within projects that are not themselves 100% animated.

The credit of Animation Producer shall apply for the individual(s) most completely responsible for creating animated sequences and have significant decision-making authority over the creative direction, budget, and schedule of the sequence(s). The individual(s) would take on the majority of the job functions, spanning Pre-production, Production, and Post-production (with the exception of sound or music), specific to the animated sequence. The Animation Producer often reports to the Visual Effects Producer if the animation is an element of a visual effect, to a video game Producer if the animation is utilized in that arena of production, or the Co-Producer/Line Producer if the completed animation sequence will be incorporated into the larger non-animated production.

iTV (INTERACTIVE/ENHANCED TELEVISION)

PRODUCER

The Producer credit is given to the person(s) most completely responsible for a single project's vision, storytelling, audience experience and production, and exercises significant decision-making authority over a majority of the producing functions across all phases (Development; Pre-Production; Production; Post-Production & Marketing) of the project. The Producer has final responsibility for the creative and business aspects of producing the series. S/he will have direct authority over a majority of the producing functions throughout all phases of the series production.

Within the development process, the Producer will typically conceive of the underlying premise of the production or select the material. S/he also will select the project's writer and interactive strategist, secure the necessary rights and initial financing, and supervise the development process.

In the case of series-based iTV productions where the ancillary content access such as video, graphics, etc., and voting/polling and text are heavily writer-driven, the Producer may undertake significant production responsibilities in addition to writing services and responsibilities. Frequently, the Producer may be responsible for the creation of the series, including its concept, format and characters. In this special circumstance, the PGA gives considerable weight to such a seminal contribution, and supports the Producer credit for such creators who remain engaged with a series-like iTV production in an ongoing supervisory capacity.

During the development and production phases of a project, the Producer will supervise or participate in story or script meetings, approve all storylines, and supervise the creation of the production "bible." The Producer will select or approve the hiring of all directors, as well as the casting of all series regulars, providing in-person consultation with such personnel. S/he will similarly select or approve of the hiring of key members of the producing team, such as the production manager, director of photography, and composer or the selection of a production music service, if music is licensed. The Producer must supervise or approve the series budget and production schedule.

Within post-production/marketing phase, the Producer will continue to consult with the Executive Producer(s) at the network, studio and/or production company regarding such delivery requirement issues as final cuts, distribution dates and platforms, and standards & practices relating to the ancillary content access such as video, graphics, etc., and voting/polling and text. S/he will typically select and/or approve the choice of post-production facilities and editors, providing in-person consultation with them. The Producer should view and provide consultation on the dailies, and should view and appraise all cuts shown to the network or distributor. S/he will approve the final cut of each final production piece, including titles, graphics, and ancillary iTV content for each distinct platform version, and is typically consulted regarding publicity and promotional campaigns.

EXECUTIVE PRODUCER

The Executive Producer is typically a company executive with overall responsibilities for multiple company productions. Like the Producer, the Executive Producer typically exercises significant decision-making authority over a majority of the producing functions across all phases of the project, though direct responsibility for those duties typically falls to the Producer.An individual receiving the Executive Producer credit for iTV productions may be referred to by one of several titles, including but not limited to: Executive Producer; VP, Digital Media; VP, Digital Strategy, VP Content, Product Executive. To avoid confusion with other producer credits, we refer to this individual as the Executive Producer.

CO-PRODUCER

An individual receiving the Co-Producer credit for iTV production typically undertakes direct responsibility for a major subset of the platform(s) and media in the overall project, such as video production, ancillary content access, voting/polling and text, etc. Because ITV by its nature represents a synthesis of platforms, direct responsibility for those platforms may be distributed among a Producer and Co-Producer(s). All Co-Producers report directly to the Producer.

SPECIAL VENUE PRODUCTION

EXECUTIVE PRODUCER

The credit of Executive Producer shall apply to an individual who has made a significant contribution to the creation of media for attraction films and/or special venue media installations. Specifically, the Executive Producer of a Special Venue Production will have:

   * Made a significant contribution to the development of the property; AND/OR
   * Been responsible for managing and interfacing with the Owner or IP holder.

In all cases, the Executive Producer(s) would exercise significant decision-making authority over the creative, budgetary and schedule functions across at least two of the three phases of a project’s pre-production (including development), production, and post-production process.

PRODUCER/PROJECT MANAGER

The credit of Producer shall apply to an individual who has the primary responsibility for the logistics of the Special Venue Production, from pre-production through the completion of the production. The Producer credit shall apply to the individual who takes direct responsibility for the project budget. In all cases, the Producer shall exercise significant decision-making authority across at least two of the three phases of a project’s pre-production (including development), production, and post-production process. The Producer may sometimes be referred to as the Project Manager.

TRANSMEDIA

PRODUCER

A Transmedia Narrative project or franchise must consist of three (or more) narrative storylines existing within the same fictional universe on any of the following platforms: Film, Television, Short Film, Broadband, Publishing, Comics, Animation, Mobile, Special Venues, DVD/Blu-ray/CD-ROM, Narrative Commercial and Marketing rollouts, and other technologies that may or may not currently exist. These narrative extensions are NOT the same as repurposing material from one platform to be cut or repurposed to different platforms.

A Transmedia Producer credit is given to the person(s) responsible for a significant portion of a project’s long-term planning, development, production, and/or maintenance of narrative continuity across multiple platforms, and creation of original storylines for new platforms. Transmedia producers also create and implement interactive endeavors to unite the audience of the property with the canonical narrative and this element should be considered as valid qualification for credit as long as they are related directly to the narrative presentation of a project.

Transmedia Producers may originate with a project or be brought in at any time during the long-term rollout of a project in order to analyze, create or facilitate the life of that project and may be responsible for all or only part of the content of the project. Transmedia Producers may also be hired by or partner with companies or entities, which develop software and other technologies and who wish to showcase these inventions with compelling, immersive, multi-platform content.

To qualify for this credit, a Transmedia Producer may or may not be publicly credited as part of a larger institution or company, but a titled employee of said institution must be able to confirm that the individual was an integral part of the production team for the project.

See also

New Media Consortium

External links

• New Media Council
• Official PGA website