[ecrea] CFP: 'Branding TV: Transmedia to the Rescue!', Networking Knowledge: Journal of the MeCCSA-PGN

CALL FOR PAPERS: Branding TV: Transmedia to the Rescue!

special-themed edition of Networking Knowledge: Journal of the MeCCSA-PGN



Guest Editor: Benjamin W. L. Derhy (University of East Anglia / 
Université Paris Ouest)

Journal Editor: Matthew Freeman (University of Nottingham)

Deadline for Abstracts: 10 June 2013



The television world is changing: as films and programmes become brands 
on their own – derivable in a variety of ways – and as technology has 
evolved so much that even the concept of narrative has been affected, 
marketing strategies have changed forever.

Transmedia storytelling is ‘a process where integral elements of a 
fiction get dispersed systematically across multiple delivery channels 
for the purpose of creating a unified and coordinated entertainment 
experience’ (Jenkins, 2006, 95-6). Though both a challenge and an 
opportunity for conventional industry production methods, it represents 
a marketing goldmine. Indeed, the rise of transmedia platforms – 
offering the possibility to create websites, mobile games, alternative 
reality games, interactive exhibitions, e-books, e-comics, webseries, 
etc. – and the increasing involvement of the audience have provided 
marketers with a whole new range of possibilities to boost both brand 
recognition and profits: rather than selling the show to networks, they 
now sell the story directly to consumers.

Rather than ‘reducing’ Transmedia storytelling to the augmenting effect 
it has had on the concept of narrative as a result of its ability to 
create an immersive environment, this special issue seeks to discuss the 
wide range of economic perspectives available to a Film/Television brand 
due to this very same immersive environment. The transmedia phenomenon 
has, so far, mostly been approached from an either textual or 
participatory perspective, but rarely so from a multidisciplinary 
perspective encompassing the marketing aspect. Providing insight on this 
topic through contributions from researchers in media, communications 
and cultural studies, but also in marketing, would enrich our collective 
understanding of Transmedia storytelling thanks to complementary 
viewpoints, in the hope of offering a more holistic approach.



Branding TV: Transmedia to the Rescue! welcomes articles from 
postgraduates and early career researchers of 5,000 to 6,000 words.



Areas of interest include (but are not limited to):

· The textual and creative impact on Transmedia strategies

· The technological, creative or financial limits of Transmedia strategies

· The relationship of Transmedia storytelling with promotional and 
branding strategies

· The differences between Transmedia branding and franchising

· Study cases or historical examples of Transmedia strategies

· The relationships between marketers and screenwriters and other 
practitioners

· The cultural impact of such strategies to society

· The relationships between marketers and participatory cultures

· The reception of such practices by fan communities

· Future developments of Transmedia practices



Please send abstracts (up to 300 words) along with a 50 word biography 
by June 10, 2013 to Benjamin W. L. Derhy ((B.Derhy-kurtz /at/ uea.ac.uk)) and 
Matthew Freeman ((aaxmaf /at/ nottingham.ac.uk)). Articles are due on October 
15, 2013. Feel free to contact the editors for further information.



Benjamin W. L. Derhy

Doctoral researcher
Co-organisor of the Film & Television Seminar Series
Department of Film, Television and Media studies
University of East Anglia
--------------------------
Part-time Lecturer
Faculty of Literature, Languages and Philosophy (LLPHI)
Faculty of Industrial Systems and Communication Techniques (SITEC)
Université Paris Ouest - Nanterre La Défense
--------------------------

Lecturer
BBA / MBA Arts & Culture
Paris School of Business
Pôle ESG

Academia profile: http://eastanglia.academia.edu/BenjaminWLDerhy

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