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ASupplement for Transmedia,Multiplatform & Convergence Properties

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able of contents

about this documentIntroduction3 Key DefinitionsScenarioPersonasUser Journey

WireframesexamplesAdditions toMultiplatform Forms

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bout this documentSince the online launch of How to Write a Transmedia Production Bible: A Templatefor multi-platform producers by Gary Hayes & Screen Australia in July 2011, mediaproduction continues to be impacted by innovations in technologies, platforms & social behaviour in the digital sphere. Our additions supplement Gary Hayes fantasticcontribution to a global community interested in transmedia and multiplatformproduction and we write with the knowledge that cycles of innovation and new socialphenomena will likely demand new updates at regular intervals.

This document is intended as a companion to the Screen Australia Bible and it ismeant to supplement the comprehensive overview provided by Gary Hayes of thespecications of the various components a Transmedia Production is likely to need.Our goal in writing this expansion is to provide Canadian and Australian content

creators moving into the digital space with detailed examples of how to write and/or design specic components such as a User Journey, an Experience Map, or awireframe for mobile or a website, as these are often new territory for traditional mediaproducers.

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As many funding opportunities for lm and television in Canada now encourage or require a digital media component, understanding what, how and when to includedigital media components is crucial for Canadian and sometimes Australiancontent producers. And as the terms transmedia, multiplatform and convergenthave been sometimes used interchangeably and sometimes to mark distinctpractices, the following denitions will clarify how these terms will be usedthroughout the TMC Resource Kit.

NTRODUCTION

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key definitionsOver the last decade transmedia has changed as a term and practice in responseto a number of factors, ranging from the popular impact of major studio cross-platform marketing campaigns to the uptake in social media, participatorystorytelling, user generated content, fan culture, crowdsourcing, & crowdfunding. Assuch, Transmedia continues to be an evolving term and practice, though there are

common core design priniciples , so we begin with a brief recap of key denitionsby some of the leading practioners and theorists in the eld...

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One DefinitionTransmedia stories are those which unfold across multiple media platforms witheach new text making a distinctive and valuable contribution the whole. - HenryJenkins, Convergence Culture 2006

A second definition Transmedia storytelling, a concept identied by Henry Jenkins, is storytelling by anumber of decentralized authors who share assets and create content for distribution across multiple forms of media. Transmedia immerses an audience in astorys universe through a number of dispersed entry points, providing acomprehensive and coordinated experience of a complex story. - Lina Srivastava2008

Another definitionEach part of the story is unique and plays to the strengths of each medium, and theaudience is often invited to participate and somehow interact with the narrative.Simply put, transmedia is the art of conveying a rich message, theme or storyline toa mass audience using multiple media platforms in concert. - Jeff Gomez 2009

Example: Nurse Jackies Dr. Cooper tweets during the episodes and those following hisaccount are given an inside window into the characters in-the moment thoughts & responses. Occasionally, Dr Cooper responds to tweets from the public.

Transmedia

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definition Specic denition within the Canadian context dened by the CMFfunding guidelines: projects designed to be available across a minimum of twodistribution p latfo rms, including television. The digital component can be a VODplatform or addit ional, value-added digital content on non-TV platforms Projectsmay have multiple rich and substantial digital media components (website, app,game, etc) Henry Jenkins on Convergence: convergence...in Convergence Culture, I describeas a paradigm for thinking about the current moment of media change, one whichis dened through the layering, diversication, and interconnectivity of media.source here

Multiplatformdefinition When used in contrast to transmedia, it commonly refers to the same contentbeing distributed through multiple channels (ie. a broadcast TV show on your mobile); ORbrand properties that use multiple channels for distributing content without extending the storyor story world across channels or distribution platforms. Example: A TV show with a webpagewith character bios, episode summaries, chat rooms, does not extend or contribute to thestory/story world.

Convergent

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A scenario has a very specic use in interactive & user-centric design, which is to understandhow individuals will encounter, engage and interact with your property in concretely imagined,visualized and detailed scenarios. The purpose of a scenario is to test the the producersassumptions as to how a tran smedia or multiplatform or convergent experience will play outby imagining it from users perspective.This is important because when designing distributed content, particularly with tent-poleproperties or native transmedia properties, there might be multiple points of entry ie. the initial

contact or encounter whereby you rst hear or see or engage with a project. This might be aposter, a commercial, a YouTube video, a Tweet, a ash-mob, the possibilities are endless.

Key questions to be asked are:! How will your fans know your project exists? And if a tent-pole project, how will theyknow that other content elements exists?! How will they nd it?! How will you motivate your fans to interact with distributed content and/or sharecontent?! Will you create direct or indirect prompts or calls to action?! What value will fans gain from engaging with distributed content?

The most effective way to test this is either to do user-testing, which is often not possible atan early phase of development, or to create a scenario. Note, user scenarios are written in thepresent tense in order to be able to best visualize what the experience is. The samplescenarios below are very detailed User Experience Scenarios in order to provide an exampleof the kinds of details to think through.

useful resource here

cenarios

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Sana, a 23 year old Canadian, is studying goldsmithing at George Brown College & workingpart time in a west-end Toronto restaurant. Walking home from work, she sees a newposter campaign with a single image and url. The image and the urldoyouhaveanexitplan.com are intriguing as shes a big fan of sci and on a whim shesearches the url on her smart phone. A webpage loads with a counter marking down 17days, 6 hours etc, & a text calling for recruits for a colonizing trip to Mars, in the event thatthe message picked up from Arkab Posterior does indeed signal an alien invasion.

Underneath the recruitment call is a register tab which she clicks. She inputs therequested information: name, age, sex, allergies, email, phone number, musical taste, partyentertainment skill/talent, and relationship preferences (monogamy to polyamory) andnumber of envisioned children. Once submitted, a further page opens with the invitation toplay a skills testing game. She realizes she cant play this effectively on her smart phone asshe walks, so she closes the page & continues home.

Once home, she opens the site on her computer & looks for a sign in tab and she doesntsee one. Frustrated, she decides to do other things & opens her email. There she nds awelcome email from the websites recruitment & she clicks on the conrm registration link and is taken back to the game. She plays through a couple of the skills tests & then has tobreak off....

Sample Scenario #1

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Kwungwon, a 34 year old computer programmer with a passion for political activism,cycling, and Tarantino lms, decides to watch the Season Premiere of a new broadcast TV series, Sleuths! while chatting online with friends via multiple social platforms: a number ofrunning chats on Facebook, texts exchanged via phone.

During the show, a suspicious character drops a paper & the camera zooms in to the rippedcorner of an envelope with a company logo & acronym, the camera holds for a split secondthen the paper fragment is blown off screen down an alley. Because he can, Kwungwonrewinds, pauses on the logo & then googles the acronym to see what will list. A number oflinks, including a company website and a twitter account come up & Kwungwon clicks onthe Twitter link.

When the Twitter page opens he sees that one of the main characters is running a liveTwitter account in-tandem with the show account & is seeking info on an employee of thecompany & has created a hashtag for the company. Clicking on the hashtag, Kwongwon

discovers that other fans also watching in real time are exchanging details and links as theydiscover online content related to the named company. Intrigued by the conspiracyelements Kwongwon joins in and proposes someone create a wiki to track the links and infoas it is discovered.

Sample Scenario #2

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Another key element useful in developing User Experience Scenarios is the process ofBuilding Personas in order to be able to test-run User Centred Design. The distinctionhere is that you create imagined proles of specic individuals rather thandemographics. Usually, a number of personas are developed (3-5) in order to runimagined User Experience Scenarios. This process often leads to unexpected or

overlooked factors and discoveries that can help rene the overall design process. For example, designing a digital component with QR codes on subway posters might seemlike an exciting marketing & promotional opportunity to connect with a potentialaudience until one realized that QR codes are not not accessible underground becausewi signals are usually unavailable.

See UX Magazines article, Personas : The Foundation of a Great User ExperienceSee KissMetrics How User Personas can Improve your SEO Strategy

ERSONAS

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ser journeyMost importantly, there is no one-size-ts-all user journey that will work for every transmedia, multiplatform & convergent project.

In fact, there can be multiple user journeys for each project as audiencemembers will be able to encounter these projects in a variety of ways. In

addition to the user journey from the Transmedia Bible we have added in moreexamples in order to get a feel for how to create user journeys for your ownprojects.

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user journey #1

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user journey #2

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Wireframes are mock-ups of the layout design for websites, mobile interfaces andother interactive digital platforms. Usually these begin as paper/pencil sketches thathelp to visualize what the interface design will be on the various pages, home or landing page to all other subsidiary pages.

As the design process evolves, wireframes become more polished and demoeverything from font to colour choices

ireframes

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examples

These excellent examples can be found here

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Apps - non-game apps that expand, supplement or interact with a given project, could berelated to historical content, archives, communities, etc anything outside of gamesthat interconnect with a propertys content or focus - see Choco-locate app

machinima: machinima is a cinematic art form that uses existing game engines to createanimated movies. The form began in .. when a company called Rooster Teeth

graphic novels/comics : as noted by many, graphic novels and comics are a great low-costmedium that can be used to deliver storylines and world-building that would be cost-prohibitive in live-action or animation. And they can exist on the web or in hard-copy.Numerous online self-publishing sites such as Lulu.com can be used as publishing

platforms without having to invest in print runs.participatory websites/platforms: sites and/or platforms used to host invited and sometimes

curate UGC - see - Wattpad as a great participatory story sharing platformContent Sharing Pinterest, Flickr, Wattpad, & many others are highly populated platforms for

content sha ringtheatre & live performance : in an era of globa l and immediate access to digital content, there is

real value in scarcity and location-specic performances. Live events & theatricalperformances are exclusive experiences that can create excitement and immersion ina given project, which attendees might then share with their communities via socialmedia via the world of mouth. Think of this as analogue promotion in a crowdeddigital space. ARGs often incorporate live performances that are are scripted to adegree though designed to be open to audience participation. See Zed.TO comingsoon

dditional multiplatform forms

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contact usTMC R r K

[email protected]

TMC Bb S was prepared by:anthea foyer & Dr. Siobhan OFlynn

antheafoyer.com @antheafoyer siobhanoynn.com @Sioynn

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tmcrk partnersTHANKS ...

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TMC Bb S is released under a NonCommercialShareAlike Creative Commons license to be shared,

remixed and expanded non- - commercially, as long as youcredit the TMC Resource Kit, the creator of the TMC Bb S , Anthea Foyer & Dr. Siobhan OFlynn, andlicense your new creations under the identical terms.