“Transmedia storytelling represents a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience” (Henry Jenkins)
The key word I identify in this definition is ‘entertainment’. The purpose of transforming mediums for storytelling is to entertain the consumers. In a nutshell, transmedia is about one story conveyed on a variety of channels or mediums. Audiences now have more opportunities to delve deeper into popular narratives. This can be seen globally within the English speaking countries of the UK, the US and Australia with variations in television shows, music, novels and websites alike.
For example, the fictional series of Harry Potter by J.K Rowling began as a book series. Gaining popularity meant transforming this medium for the entertainment of the audience. Then came the movies which have seen over $7 billion roll in in box offices worldwide. After this, EA Games introduced video game adaptations of the films with the last being released in 2011. We have seen PlayStation and Xbox games as well as theme parks and comic books. These added narratives have allowed audiences to probe further into the mysterious, fictional world of wizards and witchcraft which adds onto the narrative energizing the franchise further. All this enhances consumer involvement and engagement.
Jenkins, H. 2007, Transmedia Storytelling 101, Confessions of an Aca-Fan, weblog post, 22 March, 25th April 2013, http://henryjenkins.org/2007/03/transmedia_storytelling_101.html.