Jeff Gomez, CEO of Starlightrunner Entertainment, transmedia strategists and producers for Men in Black 3, Avatar, Pirates of the Caribbean and The Amazing Spiderman 2, sees an audience that no longer has the same relationship with television as before and must be approached in new ways on new platforms:
“What’s very interesting is the migration of young people away from television. If they’re not watching the screen in the living room, they’re going to need to become and be made aware that a certain TV show exists in the first place. Even just to get them to go to iTunes or to stream it. Transmedia components help the creators and the producers to place the story world – the intellectual property - in different context across different media platforms, that the audience can encounter there. It’s the subject matter, and the characters that are going to draw them in – not the fact that it, like television today, is located on a single media that you have to make an appointment to go and see.”
“Transmedia is essentially a way to pull people in who are not really watching TV anymore. That in and of itself makes it a model well worth considering by the networks.”
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