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Brief History of
Transmedia
by
Chester Branch
• Enjoy this brief history of Transmedia… at the
end you’ll see the two dominant strategies
used within the world of trans...
The beginning of Social Media.
(1950s)
• The air-force
adapted the
Whirlwind
computer into a
massive air defense
system ca...
Enter DEC and
video gamming
theory.
The beginning of Social Media
(1950s)
The beginning of Social TV
(1950s)
Jack Barry pioneered
interactive TV. (21 the
show)
He developed and hosted
Winky Dink a...
The beginning of Social TV
(1950s)
Disneyland opened and The Mickey
Mouse Club TV show launched as a
way to help promote a...
With electric
technology, the
consumer will
become the
producer.
What we do as
prosumers has
social value.
The Audience
wa...
DigitalMcLuhanandTransmedia
McLuhan
predicted
WEB 2.0
/social
media.
J. Gomez
was a
student
of
McLuhan.
Gomez
went on to
develop
Starlight
Runner
This...
McLuhan
predicted
WEB 2.0
/social
media.
Stewart
was a
student of
McLuhan.
Stewart
went on to
develop
Beast for
A.I.
This ...
Toffler
predicted
WEB
2.0/social
media.
Case was a
‘disciple’ of
Toffler.
Case founded
AOL and
merged with
Warner
Studios
...
First Attempts at Transmedia
(1970s)
1976 Warner buys Atari because
video games are on the rise.
The next year they introd...
First Attempts at Transmedia
(1970s)
A year after Star Wars premiered, a new
character, Boba Fett, appeared in a TV specia...
Cross Media Explosion
(80s-90s)
Barry Diller develops high-concept
marketing.
Barry Diller also develops mega-
branding an...
Internet Explosion
(80s-90s)
MIT(85) develops
their first Media
Lab.
Hypercard was the
first form of
hyperlinks. Case
part...
Web 2.0
Google, the first community
based SEO, becomes a mega-
firm and media convergence
paves the way for more
successfu...
Crossing
the
Transmedia Marketing
Chasm
Chasm
Mainstream
Channel Surfers
Pragmatists Conservatives Skeptics
Film’s Opening...
Transmedia Long Tail Strategy
The tail becomes bigger and longer in new markets (depicted in
the red line/arrow). Traditio...
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A Brief History of Transmedia

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A Brief History of Transmedia

  1. 1. Brief History of Transmedia by Chester Branch
  2. 2. • Enjoy this brief history of Transmedia… at the end you’ll see the two dominant strategies used within the world of transmedia producing…
  3. 3. The beginning of Social Media. (1950s) • The air-force adapted the Whirlwind computer into a massive air defense system called SAGE They spent 3 times more on this computer than on the Manhattan Project
  4. 4. Enter DEC and video gamming theory. The beginning of Social Media (1950s)
  5. 5. The beginning of Social TV (1950s) Jack Barry pioneered interactive TV. (21 the show) He developed and hosted Winky Dink and You
  6. 6. The beginning of Social TV (1950s) Disneyland opened and The Mickey Mouse Club TV show launched as a way to help promote and finance the park. They were expanding their story world. The ethos was embodied by the Mouseketeers who sold viewers on their brand.
  7. 7. With electric technology, the consumer will become the producer. What we do as prosumers has social value. The Audience wants to have a role in their entertainment
  8. 8. DigitalMcLuhanandTransmedia
  9. 9. McLuhan predicted WEB 2.0 /social media. J. Gomez was a student of McLuhan. Gomez went on to develop Starlight Runner This company works with Disney and Sony. The McLuhan influence on Transmedia 60s-70s 80s 90s 00s
  10. 10. McLuhan predicted WEB 2.0 /social media. Stewart was a student of McLuhan. Stewart went on to develop Beast for A.I. This ARG went on to influence all ARGs today. The McLuhan influence on Transmedia 60s 80s 99-01 00s70s
  11. 11. Toffler predicted WEB 2.0/social media. Case was a ‘disciple’ of Toffler. Case founded AOL and merged with Warner Studios Case, and the ‘prosumer’ concept, influenced the largest media industry in the world. The Toffler influence on Transmedia 70s 80s 90s 00s
  12. 12. First Attempts at Transmedia (1970s) 1976 Warner buys Atari because video games are on the rise. The next year they introduce Qube, the first interactive cable TV system. Warner loses 18.9m due to Atari/Nintendo wars. Warner sells Atari to Tramiel.
  13. 13. First Attempts at Transmedia (1970s) A year after Star Wars premiered, a new character, Boba Fett, appeared in a TV special. Lucas called this ‘the expanded universe.’ (78) After viewers embraced this character, he was given a significant film role. Lucas also released several comics and allowed for fan-fiction. In Japan, manga and anime properties like Gundam (79) spanned media, manifesting in TV, film, video games, and theme parks.
  14. 14. Cross Media Explosion (80s-90s) Barry Diller develops high-concept marketing. Barry Diller also develops mega- branding and cross-media storytelling. FCC lifts ban on product-based programming.
  15. 15. Internet Explosion (80s-90s) MIT(85) develops their first Media Lab. Hypercard was the first form of hyperlinks. Case partners with Lucas Films and begins IM chats (85-86). IBM builds modem (89) Tim Berners- Lee develops the world wide web (91).
  16. 16. Web 2.0 Google, the first community based SEO, becomes a mega- firm and media convergence paves the way for more successful transmedia storytelling and distribution. (‘05 personalized SEOs)
  17. 17. Crossing the Transmedia Marketing Chasm Chasm Mainstream Channel Surfers Pragmatists Conservatives Skeptics Film’s Opening Weekend Second Week in theater, sometimes the second film. Netflix , HULU, Cable, Direct TV, Early Adopters Comics, Online Books, ARGs, Fan- Fiction, Video Games, Apps, Social TV Story fans Parables Today Consulting
  18. 18. Transmedia Long Tail Strategy The tail becomes bigger and longer in new markets (depicted in the red line/arrow). Traditional models only focused on the ‘hot’ market (depicted in the blue line/arrow). Opening Box- Office Social TV Social Media Parables Today Consulting

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