When the frustrated imagination of a generation meets the opportunity to bring its dreams to life, will magic occur?
For some time, I've been bothered by malleable use of the term "transmedia"; it seemed that the term could mean whatever a children's media content creator wanted or needed for the situation, and therefore meant nothing. Transmedia got worked into every bible, pitch, press release and request for proposals (even from the U.S. Department of Education!). It was de rigueur across platforms, genres and age groups.
In part, that's exactly its purpose -- transmedia should be ubiquitous. Still, the term teetered on the brink of buzzword, lacking the intellectual foundation to distinguish it from cross-platform, brand synergy, or simply "my TV show has a website."