Transmedia 1.0 turned traditional entertainment from an act of passive consumption of content into an interactive immersion of content. Transmedia 2.0 goes even further, promising a co-creation of value as content producers and audiences collaborate at the canonical level.

1. TRANSMEDIA 2.0*
participatory entertainment
Scott Walker
http://metascott.com

2. WE’RE TALKING A LOT ABOUT TRANSMEDIA, BUT...
...what are we talking about?

3. TRANSMEDIA (1.0)
the purposeful fragmentation of a 360 storytelling
story (or set of stories in a shared
world) across multiple mediums, cross media
distribution channels, and/or
platforms. deep media
distributed storytelling
screen bleed
unfiction
transmedia!
image by Luc De Leeuw

4. TRANSMEDIA’S APPEAL
It’s a method for sharing stories that engages
audiences in an experiential immersion of content by
using multiple media formats and platforms, each of
which serves as an entrypoint to a larger world.
image by Luc De Leeuw

5. TRANSMEDIA MODEL
Typically, transmedia entertainment:
- delivers a core world
- narratively extends the core world
- markets the core/extensions
image by Luc De Leeuw

6. image by nawal
1) CORE WORLD STORY
Normally, it all starts with a
single, mono-media world story
(traditional entertainment).
CORE
WORLD
image by fauxto_digit image by brian j. matis
image by lee summers image by daniel horacio agostini

7. image by nawal
2) CORE EXTENSIONS
The core world is extended across
other mediums and platforms with
new narratives
(transmedia entertainment).
lm
game tv
CORE
WORLD
image by fauxto_digit image by brian j. matis
comic novel
image by lee summers image by daniel horacio agostini

8. image by nawal
3) NARRATIVE MARKETING
The core content and its extensions
are supported by an additional layer of
new, interactive narrative touchpoints.
social
ARGs
media
lm
game tv
CORE
WORLD
website Aug image by fauxto_digit image by brian j. matis
Re
comic novel
????
image by lee summers image by daniel horacio agostini

9. ALTERNATE REALITY GAMES (ARGs)
One of the few commonly
used transmedia components
that are, themselves, self-
contained transmedia
side note
experiences.
image by camil tulcan

10. TRANSMEDIA CHALLENGES
ROI not always clear (see: marketing)
Requires mastery of multiple mediums
We’re still learning what works
Dynamic technology landscape / digital
Most implementations ‘interaction-only’
image by cobalt123

11. TRANSMEDIA OPPORTUNITIES
Applications beyond entertainment
Still a lot of room for experimentation
New technologies sustain a sense of wonder
Digital revolution lowers barriers to entry
Merging of roles of producer v. consumer
transmedia 2.0
image by cobalt123

12. TRANSMEDIA 2.0*
Builds a bridge between commercial entertainment and CGC.
image by Official Star Wars Blog
Star Wars ‘Dr. Horrible LOTR
Celebration Sing Along’ Fan-Produced Short
Art Contest ELE Submissions Film

13. Q: WHAT IS CGC?
A: Consumer-generated content
(CGC) is any content generated by a
consumer.
A: value co-creation
(just won an Emmy!)

14. TRADITIONAL ENTERTAINMENT
I create value that you consume

15. TRANSMEDIA 1.0
interact with
I create value that you consume

16. TRANSMEDIA 2.0*
co-
together
We I create value that you consume

17. TRANSMEDIA 2.0*
integrates transmedia storytelling, CGC and commercial entertainment.
Commercial
Entertainment
Canonical
Holy
Grail
Engaging Participatory
Consumer-
Transmedia
Generated
Storytelling
Content
Content creators can now co-create value with audiences.

18. TRANSMEDIA 2.0*
is a fundamental
shift
in entertainment.

19. http://metascott.com
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