Whole new worlds: Transmedia storytelling opens licensing vistas

The entertainment industry at large has come to recognize that young adults and kids are consuming content voraciously, in ways not dreamt of even 10 years ago - they're looking to follow the story surrounding a given property on as many mediums as possible, be it traditional TV, films, fan sites or related products. But to make a property truly work across the various platforms out there, the entertainment concept has to be conceived as bigger than any one medium and constructed with a sense of how each grand story arc will play out across each media touchpoint. Transmedia storytelling, as it's become known, is really the art that's driving this approach.