It's fair to say that if you work in media and haven't caught on to Transmedia Planning then you are probably not part of the solution for 21st century communications. The old top down hierarchical control of media messaging that belonged to the 20th century and its devastating cultural enforcement through propaganda techniques are beginning to erode and the good thing is that it allows creativity and real engagement to flourish. What's transmedia? There are lots of explanations but flexibility and room for a story to breath is my sound-bite.
