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    Transmedia  Trends:     Extended  Narra0ve  or  Adver0sing  in  disguise?   Television  Cultures  Week  4  2012   Ma6  Loads      

    Today   1) Transmedia  Defini>on  &  History     2) Adver>sing,  Promo>on  &  Transmedia     3) Aspects/forms  of  Transmedia:  The  Webisode.  

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    Transmedia        ‘a  technique  of  telling  stories  across  mul0ple  pla=orms  and  

    formats,  with  each  element  making  dis0nc0ve  contribu0ons   to  a  fan's  understanding  of  the  story  world.  By  using   different  media  formats,  transmedia  create  "entry  points"   through  which  consumers  can  become  immersed  in  a  story   world.’  

             –  Henry  Jenkins,  Convergence  Culture,  2006.  

    Hyperdiegesis  

         ‘the  crea0on  of  a  vast  and  detailed  narra0ve  space  ,   only  a  frac0on  of  which  is  ever  directly  seen  or   encountered  within  the  text,  but  which   nevertheless  appears  to  operate  according  to   principles  of  internal  logic  &  extension’              -­‐  MaR  Hills,  2002  

     

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    Talking  about  Ba.leStar  Galac4ca  Webisode…  

     ‘This  sounds  like  a  classic  example  …the  use  of     the  web  not  to  remediate  exis>ng  content  from   the  series  but  to  develop  an  extension  of  the   fic>onal  world  which  enhances  our  experience   of  watching  the  series’            –Henry  Jenkins,  Blog  2007  

    Frank  Rose:  ‘Art  of  Immersion’  

       ‘How  do  you  tell  a  story  across  a  variety   of  different  media?  Deep  media  puts  the   focus  on  the  goal:  To  enable  members  of   the  audience  (for  want  of  a  be6er  term)   to  delve  into  a  story  at  any  level  of  depth   they  like,  to  immerse  themselves  in  it.’        –  Frank  Rose  

     

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    Transmedia  

    •  Extends  the  narra>ve    

    Transmedia  

    •  Extends  the  narra>ve   •  Offer  more  informa>on  which  enriches  the   experience  for  the  audience  

     

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    Transmedia  

    •  Extends  the  narra>ve   •  Offer  more  informa>on  which  enriches  the   experience  for  the  audience  

    •  Creates  a  more  detailed/immersive  narra>ve   spaces  

       

    Transmedia  

    •  Extends  the  narra>ve   •  Offer  more  informa>on  which  enriches  the   experience  for  the  audience  

    •  Creates  a  more  detailed/immersive  narra>ve   spaces  

    •  Encourages  par>cipa>on  from   Audience  

     

  • 6

    24  ‘World’   ""

    24:  Conspiracy:  mobile-­‐only  spin-­‐off " The Rookie: Webisodes " 


    "Paperback novels 
 " " " "
 " " " "24:Day Zero: online animated webisode ""

    24:Day 6 Debrief: Webisodes. "


    Season 4 Prequel. TV series ""

    
 " " "Season 5 Prequel:

    Graphic novels " Games Paperback

    novels"

    Adver0sing/promo0on  

     ‘An  informa>ve  or  persuasive  message   carried  by  a  non  personal  medium  &  paid  for   by  an  iden>fied  sponsor  whose  organiza>on   or  product  is  iden>fied  in  some  way’.          From  ’Marke>ng’  (Zikmund  &  D'amico  1999)  

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     ‘From    a  brand  and  viewership  perspec>ve....   once  you  get  them  there,  you  can  figure  out   how  to  make  money.”        -­‐Diane  Robina,  Comcast    ‘What’s  a  websiode  worth?’  

     “Transmedia  proper>es  are  helping  push  the  model  [of   tradi>onal  licensing]  into  the  next  decade,  arguably  making   consumer  products  and  promo>ons  integral  parts  of   maintaining  and  expanding  the  story  world,”            -­‐  Jeff  Gomez  Starlight  Runner  ‘Whole  new  worlds:    

           transmedia  storytelling  opens  licensing  vistas’          kidscreen  June  8  2010.  

     

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     ‘The  adver>sing  dollars  are  there,  so  now  the   sky's  the  limit”  

             -­‐Charlene  Li,  Analyst,  Forrester          Research,    ‘Webisodes’  USA  Today          2005    

    Did  it  begin  with  the  web?  

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    Did  it  begin  with  the  web?  

    Quartermass  

    •  1955    TV  serial     (followed  by  several  others)  

     

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    Quartermass  

    •  1955    TV  serial     (followed  by  several  others)  

    •  Newspaper  serial    

    Quartermass  

    •  1955    TV  serial     (followed  by  several  others)  

    •  Newspaper  serial   •  A  script  book    

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    Quartermass  

    •  1955    TV  serial     (followed  by  several  others)  

    •  Newspaper  serial   •  A  script  book     •  Novels  

    Quartermass  

    •  1955    TV  serial     (followed  by  several  others)  

    •  Newspaper  serial   •  A  script  book     •  Novels   •  Radio  series      

  • 12

    Quartermass  

    •  1955    TV  serial     (followed  by  several  others)  

    •  Newspaper  serial   •  A  script  book     •  Novels   •  Radio  series     •  Theatrical  show  

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    On  the  coming  of  television  on  the  internet    

     ‘There  will  be  powerful  economic  forces  favouring   rela>vely  expensive  broad  appeal  programming...  by   their  nature  these  types  of  programmes  that  are  the   most  amenable  to  syndica>on  in  a  variety  of   different  media.’          -­‐The  economics  of  internet  tv,  2001  

    •  New  adver>sing  revenue  

    Mo0va0on  of  TV  Web  Presence    

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    •  New  adver>sing  revenue   •  Protec>on  of  copyrighted  materials  

    Mo0va0on  of  TV  Web  Presence    

    •  New  adver>sing  revenue   •  Protec>on  of  copyrighted  materials   •  Control  of  the  mediascape  

    Mo0va0on  of  TV  Web  Presence    

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    Kim,  Jin.  "User-­‐generated  content  (UGC)  revolu0on?:  cri0que  of  the  promise  of  YouTube."  PhD  diss,   University  of  Iowa,  2010.  

    •  New  adver>sing  revenue   •  Protec>on  of  copyrighted  materials   •  Control  of  the  mediascape  

    Mo0va0on  of  TV  Web  Presence    

    Impact  

    •  Big  $$$  basis  of  most  transmedia    

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    Impact  

    •  Big  $$$  basis  of  most  transmedia     •  Hierarchical  in  nature     .  

    Impact  

    •  Big  $$$  basis  of  most  transmedia     •  Hierarchical  in  nature     •  Narra>ve  Complexity  deemphasised.  

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    The  Webisode   ‘An  episode  especially  of  a  TV  show  that  may  or  may  not  have  been  

    telecast  but  can  be  viewed  at  a