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IWCC Salon: Going Digital with Traditional

  • Spoke Club 600 King Street West Toronto, ON, M5V 1M3 Canada (map)

The Independent Web Creators of Canada invite you to an informative night of lively discussion and Q&A, and some appetizers and drinks on us! With our panel of experts including Mike McShane of Much Digital Studios, Zach Feldberg of CBC Digital Originalsand Josh Shultz co-creator of "My 90 -Year-Old Roommate", we’ll examine what it’s like to ‘go digital with traditional’, in transitioning independently-produced short-form web series, to digital-series partnered with a broadcaster. We'll compare the similarities and differences between indie, digital-first production and distribution, to that of broadcaster-partnered digital content. We’ll find out what makes a web series a good candidate for translation into longer form. Does success with an indie, digital-first project translate to the expanded format? Do the audiences follow? We’ll also find out whether short-form digital content provides a good test case for longer-form content, and whether, from a broadcaster’s perspective, choosing series with indie success online provides a good risk reduction strategy. 


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Mike McShane,  Director, Business and Partnerships, BELL MEDIA / Much Digital Studios

Mike McShane, Director, Business and Partnerships, BELL MEDIA / Much Digital Studios

Mike McShane is the Director of Business and Partnerships at Bell Media. As part of this role, he oversees Much Digital Studios. Prior to this, Mike was the Brand Partnerships lead for Bell Media’s Much, MTV and M3 brands.  Working closely with Sales, Programming, The Bell Media Creative Agency, Digital Content, Mobile & TV Production, Mike’s team was responsible for developing and executing cutting-edge, innovative programs, based on advertisers’ objectives, through customized tactics including branded content, in-show integrations, event activations, contesting, and brand-inspired programming. Prior to joining Brand Partnerships, Mike was the Director of Marketing for Bell Media’s Music and Entertainment brands, overseeing all marketing initiatives including campaigns for the Much Music Video Awards and MTV VMAs.  His experience leading both marketing as well brand partnerships offers him uniquely qualified experience to draw upon to engage consumers while serving clients’ needs.

Zach Feldberg , Executive in Charge of Production, CBC Digital Originals

Zach Feldberg, Executive in Charge of Production, CBC Digital Originals

With over a decade of experience at the crossroads of TV and digital, Zach Feldberg has seen the creative media industry from many different angles. At CBC, he oversees the Digital Originals strategy for Scripted and Unscripted programming, developing and commissioning content for all platforms. Prior to starting that new role in late 2015, Zach spearheaded Shaw Media’s first digital-first programming slate, including Global TV special The Second City Project, comedy series But I’m Chris Jericho!, Food Network Canada’s Super Snack Bros., and others. He also delivered successful and award-winning digital products and content associated with the company’s priority linear series, including Big Brother Canada, Vikings, Rookie Blue, Remedy, Yukon Gold, Continuum, Kenny vs. Spenny and Endgame, the latter of which yielded an International Digital Emmy® win in 2012.

Josh Shultz , co-creator of "My 90-Year-Old Roommate"

Josh Shultz, co-creator of "My 90-Year-Old Roommate"

Josh Shultz started out in the film industry as a child actor, working with the likes of Eugene Levy, Hayden Christensen, and the guy from that Nissan commercial. A graduate of Concordia University, specializing in Film Production, Josh’s films have been screened in numerous festivals, and his comedy shorts have been featured on The Comedy Network and Funny or Die. In 2013, Josh co-created the web series Explaining Things to My Grandfather. The videos have accumulated over 3-million views online, were featured on The Huffington Post, Mashable and Digg, and also landed twice on the front page of Reddit. This project led to Josh's current web series, My 90-Year-Old Roommate, which was licensed by CBC Comedy. Josh is currently developing a feature film, a television series and an animated show.


Emilia Zboralska, IWCC President, PhD Candidate (ABD), Ryerson University

Emilia Zboralska, IWCC President, PhD Candidate (ABD), Ryerson University

Emilia Zboralska is a PhD Candidate, Instructor and SSHRC Doctoral Fellow at Ryerson University. Emilia is passionate about the potential of the web as a platform to tell diverse and meaningful Canadian stories to Canada and the world. She’s worn many media hats and has worked on productions for major Canadian broadcasters in a variety of roles and continues to be engaged in storytelling. Recently, she’s been very involved in the policy end of the industry and is working on projects that aim at bettering conditions for Canada’s creators through policy change and advocacy. Her research examines the growing digital-first sector, and aims to identify gaps in existing policies and programs, and to make strategic recommendations geared at stimulating the market for Canadian digital-first series, and empowering Canadian creators to succeed in the digital realm. Twitter: @emiliazboralska



The IWCC thanks the Ontario Media Development Corporation for supporting this event.