Production in the Cross-media 3.0 Environment: How to Navigate Tele-movies to Different Platforms in Different Formats

By Sinae Ha and Chungkon Shi.

Published by The Arts Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

This research suggests a cross-media 3.0 production model to manage
multiple contents through disparate media. In this environment, it is
important to obtain the ability to organize a variety of media and to deliver
diverse stories to each platform on time and within budget. ‘Create Once,
Publish Everywhere’, ‘One Source, Multi-Use’. These slogans have taken on so
much power in relation to cross- media 1.0 / 2.0 production. However, this
has some limitations due to the absence of strong triggers to attract users
across media and well-organized linkage models in cross-media production,
especially in the television industry. A cross-media 3.0 production focuses on
providing a ‘bridge’ and ‘navigation’ because the truest form of cross media
drives the audience to use ‘Call –To –Action’. To realize these characteristic
aspects, cross-media production should have a directed and networked
management system that leads the audience along a well-organized path. We
examine ‘Scorched’, a three-month cross-media event in Australia, and ‘The
Truth about Marika’, a participation drama broadcast in 2007, in Sweden.
These cases are presented in context of (i) adapting them to a new cross-
media 3.0 model, (ii) how to develop stories on different platforms effectively,
and (iii) how to distribute contents across media. This study proves the
usefulness of this proposed model and the necessity of narrative navigation
for users’ participation. This focuses on potential cross-media producers in
the entertainment industry including television and shows how they can
evolve cross-media 3.0 environments.

Keywords: Cross-media Production, Cross-media 3.0, Tele-movie, Viral Drama, Multiple Platforms, Network Theory, Bow Tie Web Graph

International Journal of the Arts in Society, Volume 5, Issue 2, pp.33-48. Article: Print (Spiral Bound). Article: Electronic (PDF File; 10.140MB).

Sinae Ha

a master applicant/ a freelancer producer, Graduate School of Culture Technology, Korea Advanced Institute in Science and Technology, Daejeon, South Korea

Sinae Ha is a master applicant in the graduate school of culture technology in KAIST and researches the film and television storytelling in Communication & Interaction Lab. She is a freelancer producer in television industry and investigats and develops a new production method in film and television.

Dr. Chungkon Shi

Professor, School of Humanities and Social Sciences, GSCT, Korea Advanced Institute of Science and Technology, Deajeon, South Korea

Dr. Shi is a professor at KAIST’s School of Humanities and Social Science and is working as a chief professor in Communication & Interaction Lab in Graduate School of Cultrue Technology.


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