by Ana Vasile, published on 14.09.2011

TEDxTransmedia returns for its second global conference focusing on Media that Matters, on September 30th 2011. 20 engaging speakers will explore the concept – Making a difference with Socially Responsible Media. We had the chance to exchange with Nicoletta Iacobacci, TedxTransmedia’s Curator and she kindly answered all our eager questions and explained what to expect from this year’s event. The organizers stated that “the idea of Socially Responsible Media should be at the core of broadcasting, and in particular of the PSBs’ mission; in order to create a call for action and help driving social innovation.” Focusing on the power of remarkable stories to translate universally across media, TEDxTransmedia aims to enhance the storytelling as a powerful tool of change-making throughout media;

The event will take a new approach on:

• What is Socially Responsible Media?
• What are the possibilities and magnitude of Socially Responsible Media?
• How can Media today be relevant, make a difference and contribute in changing the world?
• What might be the ideal blueprint for a Public Service that Matters?

This year’s event is committed to generating a call-to-action to bring together and mobilize concerned audiences and engage fragmented communities with a global voice to make a change.

In order to get a better glimpse on this years’ event, Nicoletta Iacobacci takes us on a Q&A tour of TEDxTransmedia 2011:

What is the target you imagined for this year’s edition?

I imagined for this year’s event to reach a wider audience, not only the specific NewMedia, CrossMedia, Transmedia audience. Transmedia is the strategy that has the capability of reaching different groups of people and aggregates them in powerful communities. A multigenerational audience that can become proactive and help making the world a better place. Why not expressing this concept instead of talking only about how to make Transmedia, what business model can be used or what platforms can we utilize?

At this year’s TEDx we will use transmedia as the “fil rouge” to connect different topics in order to inspire, to enthuse and to challenge the attendees. We will perform some Transactivism, starting from the power of a non linear/multiplatform narrative (the spring revolution in Africa) to the Harry Potter alliance; from Lina Srivastava, who is well known for being a transmedia activist to Jem Bendell who will give us an unusual and scary image of money.

Of course many well known transmedia professionals will take part of the conversation, but again with a wider, extended overview. We also planned a surprise at the end of the conference… that still needs to be confirmed. I have to confess that this year I tried to apply a sort of Transmedia strategy to curate the conference, engaging the attendees to enter in the conversation from different entry points…

What are your attendance expectations?

I think many Italians will participate, the European Transmedia crowd and some from abroad. Then artists, writers and at least 50/60 PSBs. The venue, the MAXXI Contemporary Art Museum in Rome is a great place to host a transmedia conference, being transmedia itself. The museum architecture encourages non linear experiences and allows different expositions to intersect and consciously overlap.

What should attendees expect from the conferences?

To be inspired, to continue with the DARING message I tried to convey at the last year’s event. We need to be bold, to try, to experiment, maybe to fail as well… but to continue… and if we consider the fact that we can use transmedia to contribute for making a better world, I think it could be a more pleasant activity. We will have many Public Service Broadcasters attending and the occasion will be great to spread this message.

What are the main ideas this events aims to spread?

The title of TEDxTransmedia 2011 is WHAT IF: Socially Responsible Media. I would like to generate a big number of “WHAT IFs” and see many of them realized!

The program

This year’s event will approach the Socially Responsible Media from three angles: Courage, Passion and Magic. Each angle will unfold under different conferences going from covering the spring revolution of North Africa, transmedia as a weapon and the strength of non-linear communication to advices on how to push the bar by daring to innovate. The full program, still subject to change, is available here and you can make your reservations here.

The place

Nicoletta Iacobacci,TedxTransmedia’s Curator chose Rome for this edition of TEDxTransmedia because the city embodies in her point of view the three main angles of the event : Courage, Passion and Magic. She presented the MAXXI, the national contemporary art museum created by architect Zaha Hadid to promote 21st century art and architecture, as the most transmedial museum she has ever experienced.

You may be impressed by the speakers and the event’s conferences, but you shouldn’t miss the expositions on permanent display at the museum: installations by Anish Kapoor, Sol Lewitt, Maurizio Mochetti, Giuseppe Penone and Massimo Grimaldi.

TEDx was created in 2009 in the spirit of TED’s mission, “ideas worth spreading.” The program is designed to give communities, organizations and individuals the opportunity to stimulate dialogue through TED-like experiences at the local level.