摘要：Audiences expect ever deeper and more immersive media experiences. Producers in film, television, marketing, branding, and journalism are continuously experimenting with telling stories across different media.Transmedia as a term might not be hyped as it was a few years ago, and yet the practice is continuing to grow. Transmedia collaborations across organizations with different media specializations and very different working cultures and techniques are complex. No standards or widely adopted methods have yet evolved that support predictability of cost and return on investment for most projects. While many scholars attend to questions about audience engagement, distributed narratives, and immersive storyworlds, less attention has been given to the interpersonal and interorganizational dimensions of transmedia collaborations. This research combines a literature review and analysis of eleven interviews with Transmedia producers from different media specializations in Europe. Practitioners recommend the practice focuses on the creation of business and measurements models, methods for co-creation, promotion of a transmedia culture, and personal interactions on such projects, rather than on standards and procedures to follow. The findings underline the need for further cross-industry research that investigates not only how audiences experience media but also the media production practices that create those experiences.
关键词：Transmedia; Collaboration; Business Models; Co-creation
