Let that be for commercial or social communication - how is simultaneous media consumption is impacting the audience and the digital culture? There are interesting insights hidden here. Audience nowadays sees something in TV and immediately jumps to the phone to search based on a clue received from the TV. Clues from outdoor contents trigger people to immediately open their notepad and have a look - it can be a commercial communication or a social one. How this chain of media exposure is creating an increasing demand for integrated communication efforts? How contents are forming part and parcel of the chain process? Which media components and interfaces are primary here and how they are adjusting with the change? There should be an in-depth analysis on this. Applicable for brand promotion projects, explicit content projects and lot more.
I know that many American television shows are produced assuming that fans will be on social media while they are watching. Twitter is notable for posts about a show while it is being broadcast.
The studios now prepare posts and images in advance to post during the broadcast, especially during commercial breaks.
I think this integrated media can be helpful for educational purposes depending on the show. Teachers can design assignments based on course topics that are being addressed currently in documentaries etc. Wow!
Many thanks,
Debra
That's great. I work in this sector - both in practice and in theory. Will update in things relate. You also keep posted. Cheers. Tarek.
The objective of any media owner is to retain the highest possible audience, be it on traditional or new media (for advertising revenue). Therefore cross selling is both required and intentional. Perhaps you can look the literature on Transmedia (from a content or marketing perspective), where a story broadcast in one medium is enriched (not just complemented) by other media.
Obviously this is not new if one considers how McDonald has been using toys for children to enhance the film experience for young persons. From a marketing perspective it has generated huge revenue streams for the film industry. From a content perspective the imagination of the young audience who has often watched the movie is further stimulated through play. However, today's technology can take these rudimentary principles to a far higher degree of interactivity and intensity.
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