MediaRoad assigned the Quality Label to France Télévisions’ Sandbox “The Fiction Lab” Project, started in November 2018. The project was carried out by France Info TV, a subsidiary of France Télévisions. See https://www.mediaroad.eu/prize-development-and-quality-label for information about the MediaRoad’s Quality Label.
Based on researches in cognitive science, THE FICTION LAB develop the CFX technology to help content producers and broadcasters to better manage audience satisfaction. CFXs, standing for Special Cognitive Effects, are words, images, sounds, signs, objects… that can be inserted into any content. They are classified by the cognitive effect they generate: attention, memorization, emotion, identification, credibility or edification.
THE FICTION LAB develops a methodology, and software, dedicated to mapping all CFXs embedded within a given content. The outcome is a report presenting strengths, weaknesses, opportunities and threats regarding CFXs. A kind of “SWOT” analysis in the context of audience satisfaction, helping producers and broadcaster to make the best strategic decisions for their content.
They are naturally used by all influencers: corporate hierarchy, educators, media, beliefs, politicians, vendors. Popular television series send up to three CFXs per minute to the audience, mainly CFXs of identification, excitement and emotion. More than 500 CFXs are listed in behavioural economics.
The collaboration with the French news channel FRANCE INFO TV consisted of a CFXs analysis for a typical day of broadcasting. Focused on about 60 CFXs specific to news, we were able to suggest 20 improving leads, from reducing interference between text and audio, to gaze axis configuration during interviews.
CFXs technology is nurtured by the amazing interest of contemporary research on the human brain. New CFXs are yet to be discovered. Our mission is to bring them to the content industry.
Start-up website: http://thefictionlab.org/
Project description on MediaRoad site: https://www.mediaroad.eu/archives/portfolio/thefictionlab-cognitive-sciences-and-news
Sandbox: France Télévisions’ Sandbox