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1 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.

transmedia trends week 4 FRIDAY · 2 Transmedia* ***ʻatechniqueoftellingstoriesacrossmulpleplaormsand formats,*with*each*element*making*dis0nc0ve*contribu0ons* toafan'sunderstandingofthestoryworld

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Page 1: transmedia trends week 4 FRIDAY · 2 Transmedia* ***ʻatechniqueoftellingstoriesacrossmulpleplaormsand formats,*with*each*element*making*dis0nc0ve*contribu0ons* toafan'sunderstandingofthestoryworld

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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/  

       

RMIT  University   78