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*CALL FOR PAPERS:*

*Transmedia UK: Sector by Sector*

*Media Convergence Research Centre** and **Centre for Culture and Creative
Industries *
*Bath Spa University, Corsham Court Campus*

*One-Day Academic-Industry Workshop:** Friday 24th November 2017*

*Confirmed Industry Speakers:*
*Alison Norrington, Creative Director at StoryCentral Ltd.*
*Lana Beckwith, Senior Content Development Manager at HarperCollins*
*Nataly Rios Goico, Creative Consultant at Conducttr*
*Kate Fitzpatrick, Senior Strategist at e3 Media*
*Tim Kindberg, CEO at Matter 2 Media Ltd.*


Audiences now engage with media across multiple platforms, following the
fictions of films and books across social media and video games, exploring
brand universes and publishing enterprises across television, comics,
websites, apps, etc. The transmedia phenomenon is now a defining strategy
across the media industries for generating multiple revenue streams and for
building closer relationships between content, brands and audiences. But
when looking across online gaming, publishing, mobile media and digital
marketing, which transmedia practices really make up the UK's multiplatform
landscape?

It can be claimed that the creative strategies used for producing content
across multiple platforms are typically characterised by the sector in
which they operate - conceptualised as ‘storytelling’ in film and
television, as 'content marketing' in advertising, as ‘engagement’ in
publishing, for example. These sector-specific understandings limit the
innovative potential for stories, worlds and brands to be crafted as
transmedia entities for the digital age.

Transmedia UK: Sector by Sector tackles this problem by beginning to map
the ways in which different UK media sectors are now responding to ideas,
concepts and pressures of transmediality. This academic-industry workshop
aims to identify the strategies and principles that now make up the
transmedia practices in and across online gaming, publishing, mobile media,
digital marketing and beyond, examining which practices operate across
these various sectors while exploring what it means to distinguish between
storytelling, publishing, interactivity and marketing in today's transmedia
environment.

Exemplifying current approaches to transmediality in their respective
sectors of online gaming, publishing, mobile media and digital marketing -
as well as in sector-spanning transmedia consultancy contexts - the
organisations
involved in the workshop comprise:

   - Conducttr <http://www.conducttr.com/>, a world-renowned audience
   engagement platform that integrates storytelling with gaming automation to
   build immersive, online and personalised gaming experiences for its users;
   - HarperCollins <https://www.harpercollins.co.uk/>, one of the world’s
   foremost book publishers with a catalogue ranging from fiction to apps;
   - e3 Media <https://www.e3.co.uk/>, one of the UK’s most awarded
   independent digital marketing agencies, providing creative solutions to
   real-world business problems;
   - Matter 2 Media Ltd. <http://matter2media.com/>, helping technologies
   grow to solve business problems and create experiences for users via mobile
   apps and social video;
   - StoryCentral Ltd. <http://www.storycentral.com/>, which works globally
   with such companies as Walt Disney Imagineering, SundanceTV/AMC
   Networks, FOX International and Penguin to incubate new franchises,
   participatory experiences, story architecture and audience engagement
   strategies.

This academic-industry workshop will feature presentations from staff
representatives from all of these five industry partners, who will each
discuss exactly what 'transmedia' or 'multiplatform' now means in their own
sector-context.

We also invite proposals from researchers, postgraduate students and
creative practitioners for short presentations that engage with the wider
theme of 'Transmedia UK' from an academic perspective. Proposal topics may
address, but are not limited to:

   - Sector-specific approaches to transmediality (e.g. transmedia gaming,
   transmedia marketing, etc.)
   - Understandings of 'creativity' and 'commerce' in the UK transmedia
   landscape
   - Definitions of 'engagement' and 'interactivity' in the UK transmedia
   landscape
   - Emerging transmedial convergences between online and offline media
   platforms
   - Implications for cultural policy and copyright in the UK transmedia
   landscape

Please send proposals (300 words approx.) for 15 minute presentations along
with a short biography to Matthew Freeman ([log in to unmask]) and
Charlie Tweed ([log in to unmask]) by no later than *Friday 22nd
September 2017*.

More information can be found here: https://www.bathspa.ac.u
k/liberal-arts/research/media-convergence-research-centre/transmedia-uk/




*Dr Matthew Freeman, FHEASenior Lecturer in Media and Communication*


*Director, Media Convergence Research CentreWriting, Film and Digital
CreativityBath Spa University*

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