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Tools of attraction: creating multimedia content for games and TV shows. The traditional processes behind TV programme–making are breaking down.

Tools of attraction: creating multimedia content for games and TV shows

Illustration: Brett Ryder Storytelling has always been at the heart of the best media, be it a TV show, a documentary or a game, and there is no doubt that with the expanding choice of technology – from smart mobile phones and tablets to TV sets that have internet connections – we are seeing an ever–increasing convergence of storytelling on different platforms. But as this convergence develops, one of the key questions now confronting the media industry is this: who's in control of this explosion in creativity? The answer might seem obvious. Surely, it's the commissioners who grant producers the chance to broadcast on their channels. But there is another view: The US version of the BBC hit show The Office is now six years old and has run for more than 160 episodes. What this means for TV programme–makers is that the traditional processes behind TV programme–making are breaking down. Transmédia (1/2) : la convergence des contenus.

On a longtemps pensé la convergence numérique comme la « fusion » d’appareils jusque-là très différents : le téléphone, la télévision, l’ordinateur et la chaîne hi-fi ne faisant plus qu’un, fédérés par l’internet.

Transmédia (1/2) : la convergence des contenus

Même si, au final, on a plus souvent constaté une divergence qu’une convergence : la multiplicité des terminaux induisant une multiplicité d’usages. La connexion de tout avec tout conduit plutôt à une complexification qu’à une rationalisation, expliquait déjà Daniel Kaplan en 2006. Transmédia (2/2) : le marketing de l’attention. La convergence des outils et des technologies conduit-elle à la convergence des contenus ou à leur divergence ?

Transmédia (2/2) : le marketing de l’attention

C’est peut-être ainsi qu’on pourrait résumer l’enjeu qui sous-tend la question du transmédia, sujet coeur des Masterclass internationales du Transmédia qui se tenaient à Marseille la semaine dernière. Après avoir observé ce qu’est le transmédia, intéressons-nous à ces enjeux. Médias : complémentarités ou concurrences ? Susana Ruiz est une artiste qui donne des cours à la division des médias interactifs de l’école des arts cinématiques de l’université de Californie du Sud. Elle est également la fondatrice de Take Action, un studio de développement de jeux sérieux. The Art of Immersion: Why Do We Tell Stories? What is it about stories, anyway?

The Art of Immersion: Why Do We Tell Stories?

Anthropologists tell us that storytelling is central to human existence. That it’s common to every known culture. That it involves a symbiotic exchange between teller and listener — an exchange we learn to negotiate in infancy. Just as the brain detects patterns in the visual forms of nature — a face, a figure, a flower — and in sound, so too it detects patterns in information. Stories are recognizable patterns, and in those patterns we find meaning. So powerful is our impulse to detect story patterns that we see them even when they’re not there. In a landmark 1944 study, 34 humans — Massachusetts college students actually, though subsequent research suggests they could have been just about anyone — were shown a short film and asked what was happening in it. Cautionary Tales in Transmedia Storytelling. One of the greatest challenges in transmedia game development is crafting a believable story universe that persists across multiple media without tricking or endangering the game’s players.

Cautionary Tales in Transmedia Storytelling

In her SXSW presentation on the ethics of transmedia storytelling, Andrea Phillips recounted a number of cautionary tales from the genre’s history in order to illuminate best practices in transmedia production. By Brandie Minchew, ARGNet Andrea Phillips has excellent qualifications to talk about ethics in transmedia. In addition to designing a number of transmedia narratives, she, or rather, one of her transmedia campaigns, has been condemned by NASA. In 2009, Sony Pictures launched a website for The Institute for Human Continuity promoting 2012, their disaster movie for the year.

This was not the first time Phillips encountered ethical quandaries in transmedia. Brands that are winning with multichannel marketing strategies. As consumers are increasingly using smartphones, tablets, and other connected devices as a primary gateway to the Internet, it is important for businesses to think “multichannel” in order to provide an optimal customer experience and increase sales.

Brands that are winning with multichannel marketing strategies

In addition to smartphone sales surpassing PC sales last year, 78% of mobile web users utilize their handsets while shopping. If 2010 was the year of mobile commerce, consider 2011 the year social shopping truly takes off. Your Life Is A Transmedia Experience. Q&A with Frank Rose, author of ‘The Art of Immersion’ A contributing editor at Wired, Frank Rose is the author of a new book, The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories.

Q&A with Frank Rose, author of ‘The Art of Immersion’

Rose explores how the Internet is transforming storytelling and talks to creative minds who are “rethinking the ancient art of narrative for a two-way world.” He calls their efforts “deep media,” defined as “stories that are not just entertaining but immersive, that take you deeper than an hour-long TV drama or a two-hour movie or a 30-second spot will permit.” Most “deep media” content could also be termed transmedia, a topic we explore in a new trend report, “Transmedia Rising.” Attendees of SXSW Interactive can catch Rose on two panels; he’s also participating in the MediaGuardian Changing Media Summit in London later this month.

What’s your elevator pitch for this book? So what got you interested in the topic and made you feel it was worth a book? Transmedia Storytelling 101. Promouvoir le contenu Transmedia. Promouvoir le contenu Transmedia janvier 14, 2011. Jeff Gomez on Creating Transmedia Experiences. What is Transmedia? Brand content et transmédia : l’industrie de la presse comme fil rouge ? Laurent Guérin, co-fondateur de City-Moviz, qui produit actuellement “Detective Avenue”, un programme transmédia en partenariat avec Orange, pour le printemps 2011, a écrit un article intéressant afin de défricher les différentes terminologies « transmédia« , « crossmédia« , « plurimédia » ou encore « mutlimédias« .

Brand content et transmédia : l’industrie de la presse comme fil rouge ?

Le fabuleux business du transmedia storytelling.