Creating Core Content in a Post-Convergence World

Think "Transmedia"
We need to give up the old model of creating a root property in a given medium like film and then repurposing it or spinning it off to create secondary properties in other media. We must think in "transmedia" terms from the beginning. Traditional authoring is formal ­ that is, one thinks first of the form ­ drama or novel or game, for example, and it is the form that guides the selection and arrangement of materials. New authoring is material in nature - that is, it places the emphasis on developing materials that can be selected and arranged to produce many different forms.