Nicoletta Iacobacci

From crossmedia to transmedia: thoughts on the future of entertainment
May 24, 2008 - http://www.lunchoverip.com/2008/05/from-crossmedia.html

The article starts with an overview of a show, "Winky Dink and You (CBS 1954)" that attempted to bring viewers into an active exchange with the media property.

The author define differences between crossmedia (defined here as "In a crossmedia environment, content is repurposed, diversified and spread across multiple devices to enhance, engage and reach as many users/viewers as possible. It is common to call crossmedia "content 360") and transmedia (defined here as "In transmedia storytelling, content becomes invasive and permeates fully the audience's lifestyle. Stephen Erin Dinehart, who coined the term transmedia and created the VUP (viewer/user/player) relates this model to Richard Wagner and his concept of "total artwork" ("Gesamtkunstwerk") where the spectator becomes actor/player. A transmedia project develops storytelling across multiple forms of media in order to have different "entry points" in the story; entry-points with a unique and independent lifespan but with a definite role in the big narrative scheme.")

The article aslo mentions the Swedish public television SVT, "Marika" program as an example.

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