Après le plurimédia, le cross-média, voilà qu’un nouveau concept vient envahir les stratégies de communication depuis 3 ans. Nouveau ? Pas si sûr. En fait, chacun de ces mots n’est que la transcription de l’évolution naturelle de la consommation des médias par le consommateur. Car ne nous y trompons pas, c’est le consommateur qui crée l’usage, pas l’inverse.
Netflix isn’t going to produce elaborate second-screen apps with a whole bunch of additional content any time soon. Instead, it’s investing in second-screen control – and having high hopes for Chromecast.
"While the words multi-media and cross-media have always been pretty clear and easy to understand, too many times I’ve heard professionals (even in the marketing and communications field) saying “Yeah, Transmedia, it’s so cool!” and then not being able to explain what that was. Quoting Einstein: “If you can’t explain it to your grandmother then you haven’t understood it.”
The other day ”Pacific Rim” opened to a disappointing less-than-40-million opening weekend take. They, as Jeff Gomez pointed out to Business Insider, did not get it right. Releasing a graphic novel and launching a web site to tell some of the back story is all well and good, but the project could have given scope to so much more in storytelling terms – potential that now remains largely unfulfilled.
Tessa Sproule, Director of Digital at CBC, provides a detailed assessment of the Canadian broadcaster’s Second Screen projects including app download versus website engagement rates, and describes the different ways editorial teams have been engaging audiences for scripted drama, sports and reality TV, including how you keep people engaged with the Second Screen experience between shows.
Editor's Note: Jim Berk is Chief Executive Officer of Participant Media, a Los Angeles-based entertainment company that focuses on socially relevant, commercially viable feature films, documentaries and television, as well as publishing and digital...