HOW YOUNGER AUDIENCES REACT TO TRANSMEDIA CONTENT
Nuno Bernardo, Ceo Beactive, Portugal
Nuno Bernardo is the creator of Sofia’s Diary, Aisling's Diary and Bia & Fred Around the World,
Transmedia properties that used a multiplicity of medias and platforms to engage an audience around
an entertainment brand. Adapted locally in 10 territories and the first on-line show to cross to TV in
the UK, Sofia’s Diary is a perfect example of how younger audiences respond to the new paradigm
of the entertainment industry: media is more social, fragmentation of audiences, multiple medias,
content distributed on-demand vs a traditional linear approach. We will focus on the importance of the
community and the perception of “content ownership” and “content sharing” by younger audiences.
Nuno will also show case some of his latest projects and share some success and failure stories about
how to use the Internet, games, social media and mobile devices in sync with a TV show to engage
younger audiences around an entertainment brand.