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Transmedia Trends: Extended Narra0ve or Adver0sing in disguise? Television Cultures Week 4 2012 Ma6 Loads
Today 1) Transmedia Defini>on & History 2) Adver>sing, Promo>on & Transmedia 3) Aspects/forms of Transmedia: The Webisode.
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Transmedia ‘a technique of telling stories across mul0ple pla=orms and
formats, with each element making dis0nc0ve contribu0ons to a fan's understanding of the story world. By using different media formats, transmedia create "entry points" through which consumers can become immersed in a story world.’
– Henry Jenkins, Convergence Culture, 2006.
Hyperdiegesis
‘the crea0on of a vast and detailed narra0ve space , only a frac0on of which is ever directly seen or encountered within the text, but which nevertheless appears to operate according to principles of internal logic & extension’ -‐ MaR Hills, 2002
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Talking about Ba.leStar Galac4ca Webisode…
‘This sounds like a classic example …the use of the web not to remediate exis>ng content from the series but to develop an extension of the fic>onal world which enhances our experience of watching the series’ –Henry Jenkins, Blog 2007
Frank Rose: ‘Art of Immersion’
‘How do you tell a story across a variety of different media? Deep media puts the focus on the goal: To enable members of the audience (for want of a be6er term) to delve into a story at any level of depth they like, to immerse themselves in it.’ – Frank Rose
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Transmedia
• Extends the narra>ve
Transmedia
• Extends the narra>ve • Offer more informa>on which enriches the experience for the audience
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Transmedia
• Extends the narra>ve • Offer more informa>on which enriches the experience for the audience
• Creates a more detailed/immersive narra>ve spaces
Transmedia
• Extends the narra>ve • Offer more informa>on which enriches the experience for the audience
• Creates a more detailed/immersive narra>ve spaces
• Encourages par>cipa>on from Audience
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24 ‘World’ ""
24: Conspiracy: mobile-‐only spin-‐off " The Rookie: Webisodes "
"Paperback novels " " " "" " " "24:Day Zero: online animated webisode ""
24:Day 6 Debrief: Webisodes. "
Season 4 Prequel. TV series ""
" " "Season 5 Prequel:
Graphic novels " Games Paperback
novels"
Adver0sing/promo0on
‘An informa>ve or persuasive message carried by a non personal medium & paid for by an iden>fied sponsor whose organiza>on or product is iden>fied in some way’. From ’Marke>ng’ (Zikmund & D'amico 1999)
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‘From a brand and viewership perspec>ve.... once you get them there, you can figure out how to make money.” -‐Diane Robina, Comcast ‘What’s a websiode worth?’
“Transmedia proper>es are helping push the model [of tradi>onal licensing] into the next decade, arguably making consumer products and promo>ons integral parts of maintaining and expanding the story world,” -‐ Jeff Gomez Starlight Runner ‘Whole new worlds:
transmedia storytelling opens licensing vistas’ kidscreen June 8 2010.
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‘The adver>sing dollars are there, so now the sky's the limit”
-‐Charlene Li, Analyst, Forrester Research, ‘Webisodes’ USA Today 2005
Did it begin with the web?
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Did it begin with the web?
Quartermass
• 1955 TV serial (followed by several others)
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Quartermass
• 1955 TV serial (followed by several others)
• Newspaper serial
Quartermass
• 1955 TV serial (followed by several others)
• Newspaper serial • A script book
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Quartermass
• 1955 TV serial (followed by several others)
• Newspaper serial • A script book • Novels
Quartermass
• 1955 TV serial (followed by several others)
• Newspaper serial • A script book • Novels • Radio series
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Quartermass
• 1955 TV serial (followed by several others)
• Newspaper serial • A script book • Novels • Radio series • Theatrical show
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On the coming of television on the internet
‘There will be powerful economic forces favouring rela>vely expensive broad appeal programming... by their nature these types of programmes that are the most amenable to syndica>on in a variety of different media.’ -‐The economics of internet tv, 2001
• New adver>sing revenue
Mo0va0on of TV Web Presence
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• New adver>sing revenue • Protec>on of copyrighted materials
Mo0va0on of TV Web Presence
• New adver>sing revenue • Protec>on of copyrighted materials • Control of the mediascape
Mo0va0on of TV Web Presence
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Kim, Jin. "User-‐generated content (UGC) revolu0on?: cri0que of the promise of YouTube." PhD diss, University of Iowa, 2010.
• New adver>sing revenue • Protec>on of copyrighted materials • Control of the mediascape
Mo0va0on of TV Web Presence
Impact
• Big $$$ basis of most transmedia
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Impact
• Big $$$ basis of most transmedia • Hierarchical in nature .
Impact
• Big $$$ basis of most transmedia • Hierarchical in nature • Narra>ve Complexity deemphasised.
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The Webisode ‘An episode especially of a TV show that may or may not have been
telecast but can be viewed at a Website’ -‐ Miriam Webster Dic0onary
The Webisode ‘An episode especially of a TV show that may or may not have been
telecast but can be viewed at a Website’ -‐ Miriam Webster Dic0onary ‘A webisode is a single push technology episode. A webisode can be a
preview or promo0on of a par0cular TV show, music, video or other show presented on a website by streaming videos or other techniques’
-‐Times of India
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The Webisode ‘An episode especially of a TV show that may or may not have been
telecast but can be viewed at a Website’ -‐ Miriam Webster Dic0onary ‘A webisode is a single push technology episode. A webisode can be a
preview or promo0on of a par0cular TV show, music, video or other show presented on a website by streaming videos or other techniques’
-‐Times of India
Related terms: Mobisode, Webisodic
The Webisode A text viewed online which has some rela0onship directly or indirectly to the television medium
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Brief History
1995: The Spot created by ScoR Zakar.
Brief History
1995: The Spot created by ScoR Zakar. 1996: Homicide: life on the street 'Second shih' airs
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Brief History
1995: The Spot created by ScoR Zakar. 1996: Homicide: life on the street 'Second shih' airs 1998-‐99: First public use of the word Webisode,
aRributed to Stan Lee Media For '7th Portal'
Brief History
1995: The Spot created by ScoR Zakar. 1996: Homicide: life on the street 'Second shih' airs 1998-‐99: First public use of the word Webisode,
aRributed to Stan Lee Media For '7th Portal'
2009: Webisode is inducted as a word into the Merriam-‐Webster's Collegiate Dic0onary
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How are they used in storytelling?
1) Trailers
How are they used in storytelling?
1) Trailers 2) Prequels/linking segments/cut scenes
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How are they used in storytelling?
1) Trailers 2) Prequels/linking segments/cut scenes 3) Parallel storylines
How are they used in storytelling?
1) Trailers 2) Prequels/linking segments/cut scenes 3) Parallel storylines 4) Similar narra0ve styles (No rela0on)
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How are they used in storytelling?
1) Trailers 2) Prequels/linking segments/cut scenes 3) Parallel storylines 4) Similar narra0ve styles (No rela0on)
Trailers hRp://www.youtube.com/watch?v=t01qHLPXQjU
Dexter
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Prequels/linking segments/cut scenes h6p://www.youtube.com/watch?v=TFxlWN6HzPo
Big Love
Parallel storylines
hRp://www.youtube.com/watch?v=cexULeQiCjA
The Office: The Accountants
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Similar narra0ve styles (No rela0on) h6p://www.youtube.com/watch?v=vNbcAjmsFoo
24: The Rookie
RMIT University 50
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• .
Webisodes: 1 Jan-‐ 15th May 2012 Australian TV.
• 5 out of 34 have Webisodes • .
Webisodes: 1 Jan-‐ 15th May 2012 Australian TV.
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• 5 out of 34 have Webisodes • 25 out of 34 have short video content • Kids TV & Public more ‘Generous’ • Video Content: behind the scenes & trailers • Not common, mo>va>ons not clear.
Webisodes: 1 Jan-‐ 15th May 2012 Australian TV.
• 5 out of 34 have Webisodes • 25 out of 34 have short video content
Webisodes: 1 Jan-‐ 15th May 2012 Australian TV.
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• 5 out of 34 have Webisodes • 25 out of 34 have short video content • Kids TV & Public more ‘Generous’
Webisodes: 1 Jan-‐ 15th May 2012 Australian TV.
• 5 out of 34 have Webisodes • 25 out of 34 have short video content • Kids TV & Public more ‘Generous’ • Video Content: behind the scenes & trailers
Webisodes: 1 Jan-‐ 15th May 2012 Australian TV.
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• 5 out of 34 have Webisodes • 25 out of 34 have short video content • Kids TV & Public more ‘Generous’ • Video Content: behind the scenes & trailers • Not common, mo>va>ons not clear.
Webisodes: 1 Jan-‐ 15th May 2012 Australian TV.
Narra0ve Hierarchy
• Inters>>al microstories
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Narra0ve Hierarchy
• Inters>>al microstories • Parallel stories
Narra0ve Hierarchy
• Inters>>al microstories • Parallel stories • Peripheral stories
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Narra0ve Hierarchy
• Inters>>al microstories • Parallel stories • Peripheral stories • Crea>on of user-‐generated content plarorms
Ref: CARLOS ALBERTO SCOLARI Transmedia Storytelling: Implicit Consumers, Narra>ve Worlds, and Branding in Contemporary Media Produc>on Interna>onal Journal of Communica>on 2009
Dr Who
TV Show 2005-‐ TV Show 1963-‐1989
Telemovie 1996 Webisodes
Audio Plays BBC/Big Finish Stage Shows
Comics, Original Novels, Novelisa>ons etc etc etc
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Cri0cism?
• Heroes • Lost
Where is it going?
• Transmedia is a marke>ng buzzword now
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Where is it going?
• Transmedia is a marke>ng buzzword now
Where is it going?
• Transmedia is a marke>ng buzzword now • Complex Transmedia stories are s>ll not quite reaching audiences
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Where is it going?
• Transmedia is a marke>ng buzzword now • Complex Transmedia stories are s>ll not quite reaching audiences
Where is it going?
• Transmedia is a marke>ng buzzword now • Complex Transmedia stories are s>ll not quite reaching audiences
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Where is it going?
• Transmedia is a marke>ng buzzword now • Complex Transmedia stories are s>ll not quite reaching audiences
• Webisodes with this focus will con>nue to be peripheral, not core texts, will reach fragmented audiences
The webisode?
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The webisode?
• Rise of ipad/tablets mean ‘sushi tv’ is coming
The webisode?
• Rise of ipad/tablets mean ‘sushi tv’ is coming • Commercial Networks Struggling with pay model.
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The webisode?
• Rise of ipad/tablets mean ‘sushi tv’ is coming • Commercial Networks Struggling with pay model.
• The ABC is leading the way.
The webisode?
• Rise of ipad/tablets mean ‘sushi tv’ is coming • Commercial Networks Struggling with pay model.
• The ABC is leading the way. • TV will become more in>mate like radio
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The webisode?
• Rise of ipad/tablets mean ‘sushi tv’ is coming • Commercial Networks Struggling with pay model.
• The ABC is leading the way. • TV will become more in>mate like radio • Structure will be fragmented and in smaller chunks
Example Webisodes • See the TV cultures blog for journal sugges>ons
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RMIT University 77
Danger 5 http://www.sbs.com.au/danger5/videos.html Dexter Animated Series http://www.youtube.com/watch?v=j81g34-bvNI
Doctor Who: http://www.youtube.com/watch?v=b8n9WEn7iPg
Offspring http://ten.com.au/offspring-thenurses.htm
Heroes http://www.youtube.com/watch?v=PDlSKl4ucGI
Conspiracy 365 http://www.conspiracy365.tv/site/index.php
TrueBlood http://www.youtube.com/watch?v=bLYXdEvlZmE
?
Original Content Italian Spiderman h6p://www.youtube.com/watch?v=UhHhXukovMU
h6p://www.facebook.com/pages/Danger-‐5/175987735776043
Dr Horrible’s Sing Along Blog
h6p://www.youtube.com/watch?v=apEZpYnN_1g
Free Internet h6p://www.touchedbyananglegrinder.com/2010/03/free-‐internet-‐episode-‐1/
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