Public and consumer uses are changing. Naturally navigating from one media to another, audiences follow their favorite contents on any kind of screen: cinema, TV (linear or catch up), mobiles, web, videogames… In certain media, these audiences that are immersed in the 2.0 culture also develop an active participation mode, take ownership of the stories, navigate between screens, increasing the audience numbers and becoming more and more involved as actors in their own stories.
Orange would like to assist this evolution and boost the development of programs that are intentionally transmedia oriented to answer this demand. In a way, it’s the ultimate union between content and network !
The first initiative is the creation of this blog: Transmedia Lab. Open to all professionals, this blog will be a way of initiating and consolidating thoughts, announcing events, being at the crossroads of different initiatives.
Xavier Couture is the Head of Orange Contents
Better than Moore !
These are the new bases of creative thinking. How to ask the narrative questions; the subtle link that connects two imaginary worlds: the ones of the author and of the reader, audience or viewer.
This first Transmedia Lab Barcamp has held all its promises. A wave of enthusiasm is rising. But behind this moment of innovative exchange, something important is at stake: to make a program’s structure coincide with its broadcast medium. The question of the relationship between the signified and the significant, between the medium and the message, has always been around. Theatre was the first manifestation of a collective creative message. We came out of the primitive form of the storyteller to take the path of the imaginary re-creation of a world.
Each epoch has had to adapt to new forms of transmission. The latest to date are cinema and television. The acceleration that has followed the appearance of numeric technologies is a brand new challenge for the creative world. Transmedia Lab has this vocation, and the enthusiasm which we realized would not be stopping after this first meeting, is a sign that creative energies have joined the law of Moore. Get ready technologists, creatives are back. They’ve understood the benefit that they can and must draw from their capacities to use all types of screens. The audience becomes the co-narrator, the narrator becomes the actor, all these mixes will revolutionize the different forms of writing. We’re off, this Barcamp, bursting with energy, was a historic first. The challenge of networks and screens has been launched and it’s being taken up. Creatives, get your neurons in gear, we’re going to beat this good old Moore.
(C. Moreau) 