Gartner Research

Transmedia Is Changing the Nature of Storytelling Across the Media Landscape

Published: 09 May 2012

ID: G00231970

Analyst(s): Allen Weiner

Summary

Transmedia, a movement that utilizes a mix of content forms across channels to tell stories, is poised to make an impact on the way content creators and marketers connect with consumers.

Table Of Contents
  • Impacts

Analysis

  • Impact: Professional creators' dependence on outside technology expertise is a major obstacle to exploiting the potential of transmedia across media sectors
  • Impact: Highly skilled "protail" transmedia creators seeking to curate content will drive media companies to offer new or upgraded services
  • Impact: Advertisers that adopt transmedia practices can develop integrated marketing campaigns to tell different stories by channel, with continuity focused on brand resonance

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