June 12, 2006
Digital Push Leads to Greater Transmedia Potential

Various networks have made announcements over the past week indicating that, even if there hasn't necessarily been a complete digital plunge, companies are at least getting their feet wet.

According to some TelevisionWeek stories today and over the weekend, new networks are popping up exclusively on the Internet, while several old dogs are trying some new digital tricks.

For instance, there's the new Code Networks, the online network that's aimed at the social life of the affluent, with a programming list that reads a lot like the sections of an elite magazine, focusing on the nightlife and arts of New York City. Reporter Daisy Whitney writes that the program was started by two ex-MTV executives, aimed at 25-to-49-year olds who make six figures.

Then, there's the new initiative from CBS Digital Media, ShowBuzz, an online product for entertainment news with broadband video and interactive content. The site will be ad-supported and will include content from various other established entertainment entities, such as Billboard and The Hollywood Reporter. According to reporter Christopher Lisotta, the advertising will be session-based, "meaning that the only one advertiser will be featured throughout the site for any given user session or visit."

Then, Lifetime Networks has hired a new digital media executive vice-president to handle the development of the company's Web site, wireless initiatives, DVD releases and interactive components of television programming. Dan Suratt, who was hired from NBC Olympics, was responsible for new media development opportunities there, according to reporter Jon Lafayette.

With the exception of Code Networks, the initiatives offer many new opportunities for transmedia, with online reporting that both supplements and adds to content from traditional media forms, such as using content from the Lifetime television networks or from Hollywood Reporter. This may still be baby steps, but they're baby steps in the right direction, as long as these don't just become a place to dump repurposed content but explores the abilities of the digital to supplement and increase storytelling potential.