Talking about Transmedia with Jeff Gomez | Mobilizedtv

via mobilizedtv.com

Excerpt:

"Mobilized TV: The studios have been good at taking a feature film or TV property and using online and mobile to market it. Do you consider this transmedia?

JG: Here is what makes a transmedia application distinct from marketing implementation where mobile or online would effectively be serving as a way to build public awareness of the fact that something is happening in TV or a movie theater: it’s the content. If the content is tweaked to actually extend the experience of the narrative of the story itself onto the mobile platform or onto the web, then you have a transmedia experience. The mobile experience becomes an extension of the story or some aspect of the story or the world of the story is being communicated in a unique fashion that plays to the unique strengths of the mobile platform.

That forces the transmedia producer and the producers of the original content to have to think about mobile not simply as a re-purposer or repeater of content or a way to carry a commercial. It forces them to think about how one would convey an aspect of the story or the world of the story in an intimate fashion, because that’s the strength of the mobile platform: it communicates solely to us and you’re having an intense personal experience with it. The content is designed to play to that strength and be additive to the totality of the experience of the narrative.

Now you’re starting to create content specifically designed for mobile and that’s what we’re all looking for, that is what will touch us about that platform. I love describing the mobile platform as the equivalent of a teenager’s bedroom. There’s a lot of responsibility that needs to be taken by transmedia producers for extending intellectual properties into the mobile platform. If they mess that up–if they walk into the bedroom and tear the posters from the wall or alienate the possessor of the device, you’re out. The sign will be put on the door: you’re not allowed in. It’s really something that needs to be taken seriously...."

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