WCN TRANSMEDIA RESEARCH SPOTLIGHT "How the Internet is Changing Advertising " EPIPHEO STUDIOS

WCN TRANSMEDIA GROUP RESEARCH SPOTLIGHT

How will Advertisers embrace the essense of Transmedia Storytelling to further their Branding Objectives?  As a Brand Manager how do you see Transrmedia fitting into your Marketing Strategy for Social Media?

TRANSMEDIA TELEVISION

Audiences, New Media, and Daily Life

The early years of the twenty-first century have seen dramatic changes within the television industry. The development of the internet and mobile phone as platforms for content directly linked to television programming has offered a challenge to the television set’s status as the sole domestic access point to audio-visual dramatic content. Viewers can engage with ‘television’ without ever turning a television set on.
Whilst there has already been some exploration of these changes, little attention has been paid to the audience and the extent to which these technologies are being integrated into their daily lives. Focusing on a particular period of rapid change and using case studies including Spooks, 24 and Doctor Who, Transmedia TelevisionTransmedia Television will consider how the relationship between television and daily life has been altered as a result of the industry’s development of emerging new media technologies, and what ‘television’ now means for its audiences. considers how the television industry has exploited emergent technologies and the extent to which audiences have embraced them. How has television content been transformed by shifts towards multiplatform strategies? What is the appeal of using game formats to lose oneself within a narrative world? How can television, with its ever larger screens and association with domesticity, be reconciled with the small portable, public technology of the mobile phone? What does the shift from television schedules to online downloading mean for our understanding of ‘the television audience’?

Table of Contents

Introduction Part I Understanding Transmediality 1. Transmedia Storytelling: A Historical Perspective 2. Transmedia Engagement: The Internet and Mobile Phone as Alternatives to the Television Set 3. Transmedia Audiences: The Consequences of Emergence Part II Audiences for Emergent Transmedia Drama 4. Spooks Gaming: Immersion and Agency 5. 24: Conspiracy and Mobile Television: Immersion and Immediacy 6. 4OD as Television Archive: Agency, Immediacy and the Transmedia Audience 7. Conclusion: What’s Wrong With Television?

Author/Editor Biography

Elizabeth Jane Evans is lecturer in Film and Television Studies in the Department of Culture, Film and Media at the University of Nottingham. She has previously published in Media, Culture and Society and Participations.