Transcending Transmedia: Emerging Story Telling Structures for the Emerging Convergence Platforms
Janet Murray, Experimental Television Lab, Georgia Tech, USA
Although the current paradigm for expanded participatory storytellling is the “transmedia” exploitation of the same storyworld on multiple platforms, it can be more productive to think of the digital medium as a single platform, combining all the functionalities we now associate with networked computers, game consoles, and conventionally delivered episodic television. This emerging future medium may have multiple synchronized screens (such as a tablet operating in conjunction with one or more larger displays) and multiple modalities of interaction (such as synchronized distant viewing and gestural input). This talk will focus on what television has traditionally done so well — immerse us in fictional worlds with episodic drama — and ask how the experience of these compelling fictional worlds may change as we move beyond “transmedia” and learn how best to exploit the affordances of an increasingly integrated digital entertainment medium.
Supporting an Ecosystem: From the Biting Baby to the Old Spice Man
Olga Khroustaleva & Tom Broxton, YouTube User Experience
As YouTube evolves we look at how content creators thrive within the ecosystem, what motivates them, and how they get the best results. We also investigate how patterns of media consumption change in an engagement-driven environment, built upon a mix of premium and user-generated content, and fragmented across platforms and devices.
These changes in creator and viewer expectations prompt video advertisers to rethink what effectiveness means in this new space, where a biting baby gets more attention than a high-cost music video. How do lessons learned through years of TV and display advertising and research translate to the paradigm of active social engagement?
What can media producers – advertisers and content owners – do to ensure that their work succeeds in these rapidly changing conditions?
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