"...If you are using a transmedia approach to producing content, then you are working to meet the expectations of today’s audience, which is: information anywhere and on any device. Being able to communicate with your audience through multiple platforms means that content is not only viewed, but is experienced. Audiences also have the opportunity to play an active role in their online viewing and if you are successful, to feel part of a ‘community’.
For every opportunity however, there are significant challenges for those new to transmedia production. I want to discuss five of these issues here.
1. The market is crowded
Audiences today are exposed to a greater amount of information on a wider variety of platforms. Digital and online viewing, however, has offered different audiences limitless amount of viewing options. Audiences are dispersed and they experience a lot more ‘noise’. Subsequently, creating a brand is much more challenging today than it was 10 or 20 years ago with a TV show on primetime. Because of this noise, it is important to successfully utilise social media and other web services with pre-built audiences to activate your brand. These audiences can generate buzz around your content and effectively publicise it for you, at almost no cost..."