What it takes to be media agnostic

One of the core tenants of Transmedia Marketing is the development of a concept/story that is designed to be consumed across multiple media.  What I’ve come to realize is that there still seems to be some confusion between “media” and “platforms”.

> Some of this confusion is a result of industry evolution:  traditional media companies were often defined by the platform they used (newspapers delivered news via paper, television companies delivered entertainment via television, etc…) while newer media companies are an amalgamation of multiple platforms and/or media i.e., Google with YouTube

Here is my attempt to define the difference and why the difference matters.

1) “Media” refers to the consumer intent: watch a movie, read a story, play a game, share/contribute, learn the news, etc…

2) “Platform” refers to the manner in which the media is consumed: consumers can watch movies on their television, iphone or in a movie theater.

If we design a story for PLATFORMS, then we run the risk of creating a very mono-dimensional story, and getting lost in technical fads and operational processes.

>  YES, telling a story in a movie theater requires very different specs and technical considerations than the same story told via hulu, but in both instances, the consumer intent is to watch a movie.

>  YES, the interface on a news company’s web site should be different than the interface on a mobile site, but whether on web or mobile the consumer intent is still the same – learn the news.

If we design a story FIRST for different media THEN for different platforms we have the opportunity to create truly engaging, interactive and viral stories.

 

Thoughts?

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