Understanding the behaviors and trends of audience media consumption and expanding core story over timelines, territories and platforms are two important components of a successful transmedia programming that can attract and excite audiences.
Alison Norrington, an English novelist and playwriter who is a member of Eurovision Academy Faculty, emphasized these components during the start of the three-day Master Class on Transmedia Programming as a pre-summit event leading to the Asia Media Summit 2013 in Manado, Indonesia.
Transmedia, she said, must be organic, fluid storytelling that retains relevance and continuity across platforms and is infused with the fun of gaming behaviors.
In designing transmedia programming, Ms. Norrington said the story, its theme or DNA should be at the heart of this approach, taking into consideration other important elements.
These include what we want the audience to feel or experience about the story; the platform we want to use; how to execute the story; who the audience is; and the business model that calls for a strategic partnership that can work to spread the cost of storytelling production.
"Transmedia development is the development of smart thinking," she pointed out.
Ms. Nathalie Labourdette, Head of Eurovision Academy, serves as co-trainer for the Master Class.
In her welcome remarks, she said that the workshop will assist participants go through the necessary steps to extend and expand their story over timelines, territories and platforms, developing story universe, identifying opportunities and strategizing a successful transmedia programming.
Ms. Labourdette spoke about Eurovision Academy and its portfolios to cover, safety and security, news, authoring and programming, digital culture, brands and values.
The Swiss-based Academy and China Central Television (CCTV) are AIBD’s partners in organizing the three-day Master Class from 26-28 May 2013 in Manado, Indonesia.