World Media Economics and Management Conference 2016

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.