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Transmedia is a-- it's
a way of describing

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a number of transformations
that I think have come around,

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particularly in the
last two decades,

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although I think we can
certainly trace what we mean

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by transmedia much earlier.

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So scholars such as Marsha
Kinder, Henry Jenkins,

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Carlos Scolari, were really
interested in thinking

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about how can we make
sense of the fact

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that we are living in a more
digital, more connected, more

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immersive media landscape.

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And particularly, with different
media industries and sectors

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working more closely together,
with audiences more naturally

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flowing across different
types of media platforms,

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transmedia really became a way
of labelling a lot of those--

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a lot of those transformations.

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So definitions
started to be talked

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about as a way of thinking
about content that

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moves across
different platforms,

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or flows across
different platforms

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in a way that invites audiences
to flow along with it.

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A lot of the conversation
has focused on storytelling.

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So thinking about entertainment
or fiction as something that--

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as moves, and expands,
and elaborates,

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across films, to television,
to games, to web, to social,

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and so on.

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For a number of years-- so
that was around 2003, 2006.

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I think more recently the
field has moved on actually,

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from thinking particularly
around entertainment,

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and started to think about other
ways that transmedia as a term

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starts to become useful.

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So I'm thinking here of things
like transmedia journalism,

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or transmedia branding,
or transmedia marketing.

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There's even been
shifts towards things

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like transmedia heritage,
or transmedia activism,

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for example.

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And I think a lot of
that conversation's

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been very productive in
thinking about actually what--

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what can interconnected
media platforms

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do to a variety of different
aims, and ambitions,

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and researches, and projects?

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And a lot of those ambitions
have been very, very different.

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But I think
fundamentally, the idea

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of extending content, or
communication, or messages

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across platforms
in a strategic way,

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but also a creative
way, an integrated way,

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has, for me, actually
been very, very consistent

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across all of those
fields, whether it's

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journalism, or entertainment,
whether it's Star Wars,

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or whether it's heritage.

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And really, that's
been about the idea

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of bringing different people
together in a common core.

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So different audiences,
different producers,

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different artists, all kind
of being immersed together

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through a variety of
different platforms,

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and being engaged in a really
integrated and creative way

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across a range of
different platforms.

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Some of those instances have
been incredibly commercial.

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So I think there's
an entire marketing

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industry that would
say transmedia

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is a way of promotion.

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It's a way of making money.

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It's a way of attracting
different audiences

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across a range of
different platforms,

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to more easily market something,
a product, for example.

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But I think equally
on a cultural scale,

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the same idea persists.

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The idea of actually you can
reach more and more people.

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You can engage more
and more people

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for whatever that
objective might be.

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And most recently, myself and a
scholar called Renira Rampazzo

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Gambarato have--

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have really tried to sort of
make sense of this very broad,

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and I think quite productive,
a very diverse transmedia

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landscape by looking
across whether it's

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marketing, or heritage,
or journalism, or film,

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to try and really make sense
in a very simple sense,

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actually what transmedia
means in terms of-- in terms

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of a new definition.

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And I think what we came to
was the idea of transmedia

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really being about experiences.

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So thinking about the idea of
actually a message, a product,

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an entertainment can somehow
become more than the sum

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of its parts.

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It can take the best of
film, and the best of games,

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and the best of web, and
the best of analogue,

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and bring them all together in
a way that creates an experience

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for the audience by immersing
audiences around all of these

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platforms.

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So this idea of an
experience via technology

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that kind of operates
between, or across,

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or in the middle of a range
of different media platforms.

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That through making the best
of all of these platforms,

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not only engages more people and
is an immersive and investive

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to more and more
people, can actually

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become more than the sum of
its parts, whether that aim is,

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as I said, for entertainment,
whether it's to tell a story,

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whether it's to promote,
whether it's the brand,

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or whether it's
something more cultural,

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such as-- such as an
art-based project.

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This idea, multiple
platforms working together,

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gathering more people to become
more than the sum of its parts,

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I think is a very useful and
productive starting point.

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[MUSIC PLAYING]

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