TransMedia Is the GameChanger or 2011 – Brands on Board

Posted on May 1, 2011

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Easy to Assemble – Illeana Douglas’ webisode set in IKEA

6.1 million viewers & counting after 2 seasons – watch this & think about where branding is going – is this a model for the future of entertainment?

Stories will never be told the same way again.  The world of TransMedia is rapidly expanding.   In today’s environment, some of the more successful media properties have wisely taken advantage of the new media-consumption patterns of fans.  A rapidly growing number of content consumers no longer simply sit and passively watch a traditional television program.  Instead, with a laptop or cell phone in hand, they hop back and forth between watching and texting, watching and tweeting, watching and searching.

The result is a more immersive, dynamic and potentially lucrative experience for creators and producers of content.  Jeff Gomez, president and CEO of Starlight Runner Entertainment recently stated:  “TV is no longer the only canvas.  You can now dovetail and provide access across new media channels.”

Producers of the program “Ghost Whisperer,” which aired on CBS, used a transmedia model to drive eyeballs from one medium to another, said Kim Moses, executive producer of Sander/Moses Productions.  “Ghost Whisperer” leveraged different platforms — mobile phones, the Internet and social outreach — to keep viewers engaged.

Producers are always asking:  ‘What would a fan want?'”  It’s that fan base that TransMedia experts say is the most important element to consider when attempting to branch out into different media.

For example, fans of the video game “Homefront” are able to experience the game in widely varying ways:  in a recently published novel written from the perspective of a journalist, in multiple YouTube video clips that advance the game’s plot, and an interactive online map with video clips shot by a reporter on the run.

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