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Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Tuesday, May 3 • 4:30pm - 4:50pm
Content-Creation Competences In A MultiPlatform Environment. The Development Of Transmedia Projects In The Media Industry

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The purpose of this paper is to present the preliminary results of a research about the development of content strategies in a multiplatform environment. The paper takes as a reference the case “Aula365-Los Creadores”, a transmedia project produced by Competir, an Argentinian media company. With a broadcast television program as a pillar, the multiplatform project includes a website and social learning network, a massive multiplayer online game, an educational magazine, a movie, a comic book, a song album, a book of experiments, theme park attractions, and contents exclusively generated for social networks such as Facebook and Youtube.The central question is what assets, skills, competences, and creative and logistic resources are needed to develop a successful transmedia project strategy in order to attract and engage audiences more efficiently. Based on the study of the case chosen, the paper argues that some of the most important assets required are a strong brand that serves to link all portfolio contents and value networks that allow multiple partners to create value by contributing on their field of expertise, among others. At the same time, some of the most important skills and competences needed are the ability to successfully plan the entire portfolio without compromising the quality of its products and to coordinate and simultaneously lead several work teams.

Authors
avatar for Ethel Pis Diez

Ethel Pis Diez

Researcher, Universidad Austral Buenos Aires
avatar for Kyros Jalife

Kyros Jalife

Universidad Austral Buenos Aires

Moderators
avatar for Min Hang

Min Hang

Tsinghua University
Dr. Min Hang is Associate Professor in media management and economics at Tsinghua University, China. She chairs Tsinghua Global Business Journalism Program and she is deputy director of Media Management Research Center at Tsinghua University. She is also coordinating East Asia Institute of Media Management and Transformation Center of Jonkoping University, Sweden. | | Hang holds doctoral degree in Business Administration from Jönköping... Read More →


Tuesday May 3, 2016 4:30pm - 4:50pm
Room 402 Law School
  • Manuscript # 1049
  • Session # A33

Attendees (22)