Part 3: Transmedia is a mindset, not a science — from by Matt Doherty — thanks to the Scoop from siobhan-o-flynn  at Tracking Transmedia
The end of TV as we know it & the rise of transmedia



Also see:

The end of TV as we know it & the birth of transmedia — slideshare by Ogilvy & Mather

Doug Scott, President, OgilvyEntertainment and Matt Doherty, Transmedia Architect, Ogilvy & Mather Worldwide presented The End of TV as We Know It & The Birth of Transmedia at the 21st Century Storytelling Conference: Content, Context and Conversations sponsored by Microsoft, Ogilvy & BrainJuicer on July 31, 2012 in Chicago.

Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today’s complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.

Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought about a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?




Published on Apr 1, 2013
13 april gaat het Rijksmuseum open en komen Het melkmeisje, Jan Steen, De Nachtwacht en alle andere helden weer terug. Dit is wat er gebeurt als ze plotseling opduiken in een nietsvermoedend winkelcentrum. En omdat we de helden zo lang hebben moeten missen maakt hoofdsponsor ING het mede mogelijk dat de toegang tot het museum die dag van 12:00 tot 00:00 gratis is. Ga naar

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What audiences want: Study uncovers possible futures for storytelling — from by Kim Gaskins


Earlier this year, Latitude set out to understand audiences’ evolving expectations around their everyday content experiences—with TV shows, movies, books, plot-driven video games, news, and even advertising. We began by speaking with leaders in the emerging “transmedia” space to investigate the challenges and the opportunities that today’s storytellers are encountering.

Then we asked 158 early adopters from across the world how they’d like to experience stories in the future. During the course of a generative, online survey, participants were asked to play the role of producer; they chose a narrative (a book, movie, TV show, plot-driven video games, news story, etc.) that they know well and re-invented how audiences might experience that story. Some of the ideas participants suggested are possible today even if they don’t exist yet—while others require technologies that are still several years coming.


5 tips for better storytelling — from by Ian Klein


At a recent conference on transmedia, or multiplatform storytelling, Starlight Runner Entertainment CEO Jeff Gomez said that stories help us commune with things greater than ourselves. In a world where attention and big ideas are prized, knowing a few things about storytelling can make you more successful in your endeavors. Below are five steps you can take to help better tell your story.

Connect with your audience through storytelling – an interview with Samantha Starmer of REI — from by Kit Seeborg


With so much information bombarding conference attendees during an event, it’s easy to overwhelm and saturate an audience with facts, figures and data. A skilled storyteller can form a deeper connection with each audience member by sharing knowledge in story form.

Samantha Starmer leads cross-channel experience, design, and information architecture teams at REI (Recreational Equipment Inc.). An active public speaker, Samantha has evolved her presentation style to that of storytelling. Audience members quickly forget that they’re in a conference room or auditorium, and are immediately drawn in as Samantha’s story unfolds.

We caught up with Samantha just after her return from O’Reilly OSCON where she presented the workshop How to Design for the Future – Cross Channel Experience Design.

Digital storytelling in online courses — an upcoming presentation by Aldo Caputo for the 18th Annual Sloan Consortium Conference

This session looks at the power of digital storytelling to achieve greater impact, relevance, and ultimately learning in online courses.

Extended Abstract
The use of narrative has been used to pass on knowledge from generation to generation since humans began communicating. Storytelling started out as an oral tradition, and has taken root in every medium that has emerged since, including print, radio, video, and now the web. Storytelling plays a tremendous role in the human experience. Schank argues in Tell Me a Story: Narrative and Intelligence (1995) that stories are the foundation of human memory and intelligence. John Seely Brown and Paul Duguid posit in The Social Life of Information (2000) that stories are one of the key ways that organizational learning is captured and transferred. Digital storytelling can also be used in the online classroom to make strong learning connections. We will examine some cases of digital storytelling in selected fully-online, asynchronous courses at the University of Waterloo, and look at how the stories were created, why they were used, and the impact they had on the learning experience. In particular we’ll explore how we can leverage digital storytelling online for greater impact, relevance, and ultimately, learning. Examples will include videos of students and working professionals relating experiences relevant to the content being studied to underscore the importance of the intended outcomes and help establish connections and applications of the knowledge to the real world. Excerpts of these videos will be shown and discussed. We will also share strategies for capturing effective stories and incorporating them in an online course, inviting participants to discuss their own examples and experiences. A discussion of strategies for capturing effective video stories will likely break out at the end, as will as a fruitful exchange of advice and ideas. Anyone interested in making online or blended learning more relevant, engaging, memorable, and effective would benefit from this session. The presentation and tip sheet for effective video stories will be made available online to participants.


From DSC:
As the massive convergence of the computer, the telephone, and the television continues, other trends are also taking place that may eventually impact how we interact with educationally-related content.  That is, the main screen of our living rooms might be delivering a 5-10 minute “lecture”, but our tablets and smart phones may be in our laps as we interact around this content with others. 

Along these lines, as transmedia storytelling develops, the use of multiple devices and methods to consume and contribute to content may be setting the stages for how things can get done with more educationally-related applications.

Consider this excerpt from Complex TV: Transmedia Storytelling — by Jason Mittell, Associate Professor of American Studies and Film & Media Culture at Middlebury College:

As television series have become more complex in their narrative strategies, television itself has expanded its scope across a number of screens and platforms, complicating notions of medium-specificity at the very same time that television seems to have a clearer sense of distinct narrative form. This chapter explores how television narratives are expanded and complicated through transmedia extensions, including video games, novelizations, websites, online video, and alternate reality games. With specific analyses of transmedia strategies for Lost and Breaking Bad, I consider how television’s transmedia storytelling is grappling with issues of canonicity and audience segmentation, how transmedia reframes viewer expectations for the core television serial, and what transmedia possibilities might look like going forward.


Also relevant/see:

  • Please don’t ruin the second screen — from by Somrat Niyogi
    The second screen space is going to be a multi-billion dollar market. Just last week, Tim Cook announced that 67M iPads were sold in less than two years. It took more than 24 years to sell that many Macs.  With the growing trend of second screen activity (i.e. using tablets while you watch TV), there is bound to be major disruption in the TV industry.
  • Comcast connects Skype HD videoconferencing to the living room TV — from by Larry Hettick
    With the Skype on Xfinity service customers will also be able to:
    • Make and receive Skype-to-Skype video and audio calls or send instant messages via Skype on a TV while watching their favorite TV show at the same time, and accept incoming Skype calls during a TV show with the help of Caller ID.
    • Import Skype friends into a global address book which can also contain Facebook, Outlook, Gmail and smartphone contacts so subscribers can find friends who already use Skype and see when contacts are online and available to talk.
    • Communicate with the hundreds of millions of connected Skype users around the globe, whether on a Skype-enabled TV, PC or mobile device.
  • A TV platform so disruptive everyone’s suing it — from by David Zax
    We chat with Chet Kanojia of Aereo, the new TV-where-and-when-you-want-it service that has a few legal troubles. Could Aereo finally disrupt the loathed cable bundle–and TV altogether?
  • Now serving the latest in exponential growth: YouTube!— from by David J. Hill.

Addendum on 6/2/12

toontastic -- bring out the creativity in young ones!

Also see:

“Hollywood will be destroyed and no one will notice,” Wales said. But it won’t be Wikipedia (or Encarta) that kills the moviemaking industry: ” Collaborative storytelling and filmmaking will do to Hollywood what Wikipedia did to Encyclopedia Britannica,” he said.

— quote from Jimmy Wales to Hollywood: You’re Doomed (And Not Because of Piracy) at by Ryan Singel

Animator creates incredible musical painting with $5 iPad app [VIDEO] — from Mashable by Christine Erickson


“I really recommend it to anyone who does storyboards, concept art and animators, filmmakers, producers, whatever — this is the future,” says the video’s lead animator and director, Whitney Alexander. (You can see the full making-of here.)

Also see:



The Evolving Digital Ecosystem - from Moxie's Trends for 2012

  • The Always On Web
  • Web of Things
  • Big Data
  • Next Gen Search
  • Mobile Sharing
  • Mobile Social Activism
  • Impulse Commerce
  • Brands As Partners
  • The New Living Room  <– From DSC: This is one of those key areas that I’m trying to keep a pulse check on for re: our learning ecosystems of the future 
  • Personal Data Security


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Count on Apple iTV in 2012, analyst says — from by Leslie Meredith





  • The rumors that Apple will launch an actual TV have hit the headlines again following comments made today (Nov. 30) by analyst Gene Munster at an industry conference. Munster went so far as to tell his audience at the Ignition: Future of Media conference in New York City to wait to buy a new TV, because Apple’s TV is “going to be awesome.”

Addendum on 12/2/11: 

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