Pottermore, the ultimate form of transmedia storytelling.

This week's lecture and tutorial discussion really got me thinking about the implications of downloadable content on media producers. Downloadable content ranging from music and videos - to e-books and games are becoming so readily available online, that I was under the impression that producers had accepted it. But they’re in fact still attempting to adjust to it. Distributors of free media content are vastly available online, through peer-to-peer downloads and ripping of music/videos. Chris Anderson (2004) outlines in his article 'The Long Tail' from Wired 12.10, that "this is the world of scarcity. Now, with online distribution and retail, we are entering a world of abundance. And the differences are profound".

Just in case you have been living under a rock for the last decade, Joanne Kathleen Rowling is one of the world's most renowned authors today, famed for re-introducing the practice of reading to children, with the intensely rich world of Harry Potter. Having completed both the book and film series, she has recently taken her magical world to another level with the assistance of transmedia convergence... by introducing Pottermore (watch the introduction video below)

Pottermore is essentially a website-based reading experience, where users will be given a rich supply of new information on the world of Harry Potter… It will be extremely interactive AND safe for the users, being highly appealing to both the inquisitive young digital generation, and also those who were already love with the series.  JKR also revealed that her Pottermore project will include an online store, which will sell digital formats of the Harry Potter series (including e-books, digital audio books, and other Harry Potter content). Taking a leaf from Apple’s closed app store model, Rowling will have complete control over the content sold on the site and will take a cut of each sale.  Also to receive a percentage of each sale will be the print publishers of the books; Sony, who provided some of the technology behind the site; and OverDrive, the company providing the e-book and audio book trading platform.

The website is currently in the Beta stages of testing, which I personally have been lucky enough to be allowed to enter… It is definitely a sight for Potter fans, dying for more information into the magical world. Still a few bugs and changes that need to be addressed, but is it quite astonishing how much content is already there. After exploring it thoroughly, it became clear to me why she needed to venture into this segment of transmedia storytelling… In JKR's words – “ghost plots”, or all of the background stories on characters, places and creatures that she had dreamed up, which didn’t fit into the written series. These ghost plots are still vital to the story and need to be told to the audience. The website fully launches in October later this year, including the online store for digital books (which will be compatible for a range of devices).

Here on Henry Jenkin's official blog, he discusses Pottermore in regards to Transmedia Storytelling, noting that "This may be the most highly visible transmedia project to date -- after all, Harry Potter is as big a media franchise as we are likely to see anytime soon." I feel that no matter how successful her venture (She is already a squillionaire), it is bound to have a massive effect on social media, transmedia entertainment, Web 2.0, and fan culture when it is officially released... Especially whilst catering to such a richly diverse group of individuals, so avid to consume the new content. 

Let me know your thoughts on this new online reading experience... would you use it? Do you think it appeals to a niche, or do you believe it is part of a mass market? And how effective do you think this move from analogue to digital storytelling?

 Links
http://www.henryjenkins.org/2011/06/three_reasons_why_pottermore_m.html
http://sociable.co/2011/06/23/j-k-rowlings-pottermore-brings-app-store-economics-to-niche-markets/

Media Convergence in Creative Industries

This week, with the help of Henry Jenkins (2004) and Mark Deuze (2007) readings, we looked at the concept of media convergence, specifically in creative industries. The very stem of media convergence for our current interconnected-society is dependent on Web 2.0, a term used to describe the interactive and collaborative capabilities of the Internet.

According to Jenkins (2004), media convergence essentially outlines the process of altering the relationship between existing technologies, industries, markets, genres and audiences. Convergence is a vital aspect of Web 2.0. Our mobile phones do not only send and receive calls and texts, we can now take photographs, send email, play games, surf the web, navigate maps and video call - all from the palm of our hand. Clearly, this concept has largely affected the way we consume content and use our 'everyday' technologies. 

Another defining attribute of Web 2.0 is the idea of the "prosumer" or "produser", which describes how the internet can be a medium for both producing and consuming media content. Gone are the days of specialism in print, broadcast or online industries... With the abundance of blogs, online magazines and youtube video channels. Today's accredited media content producers must be multi-platform and multi-skilled wonders, because failing these expectations would otherwise lose the competitive hold for producers in the industry. As Deuze (2007) notes, "the blurring of real or perceived boundaries between makers and users in an increasingly participatory media culture challenges consensual notions of what it means to work in the cultural industries."

   
With the lowering of both production and distribution costs of content (Jenkins, 2004) and the proliferation & success of produser/prosumer content online... I can't help but wonder what will happen to our forgotten analogue media platforms? And also, the professionalism of the media industry? Will our future interconnected generations do things differently to us, or follow in our footsteps? Will they opt to wipe out analogue forms of media? If this image below is any indication of past changes, it sure looks to be a possibility for the future...

 

Click the image to see larger version :)