In 2006, Henry Jenkins introduced the term “transmedia storytelling”. This means
that a story is told through different media like television programmes, books, games,
websites, radio shows and others. For this dissertation, the story of the television
series was the macro story. Today, transmedia storytelling might be a buzz-word, but
it is almost certain that it will influence the way of creating franchising products.
Therefore, this dissertation focused on three objectives. The first objective was to
research why television broadcasting companies do (not) implement transmedia
storytelling in their marketing strategies around a television series. The second
research objective was to find out which transmedia storytelling elements (like story,
characters and storyworld) are the most important to make a successful franchising
product related to transmedia storytelling. The last research objective was to find out
if the consumption of franchising products related to transmedia storytelling has an
impact on the loyalty of the television viewer towards a certain television series.