Transmedia: the Future of Marketing Communications

The rise of each new medium — print, motion pictures, radio, television — introduces new forms of communication and entertainment. Often, the new medium initially replicates what came before: Many early movies were filmed stage plays, and early television programs were based on their radio antecedents.

Eventually, however, each new medium evolves into its own form. Our current multi-channel, multi-screen, always-on world is giving rise to a new form of storytelling, dubbed Transmedia, that unfolds a narrative across multiple media channels.

A single story may present some elements through a television series or a motion picture with additional narrative threads explored in comic books, video games or a collection of websites and Twitter feeds.

via Knowledge@Wharton

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About David H. Deans

Principal Consultant and Founder of
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