Session - 4 - Crossmedia

What is cross-media?

•       Is a media property, service, story or experience distributed across media platforms using a variety of media forms.

It’s used all the time, as example we'll talk about the television show “Borgen” it’s a serie and on  the internet it’s possible to find a fictive newspaper (because “Borgen” is still a serie and therefore fictive). The cross media in this part is the link between the newspaper/movie itself. Even though you, as user, don’t have any effect (like change the storyline) in Borgen.

One of the best examples of crossmedia could be “Skjulte stjerner” where the viewer use sms’ to vote on the starts, and there’s no judge like Idols, therefore it’s only the viewer who can change the programs story. 

Crossmedia communication is communication in which the storyline will invite the receiver to cross-over from one medium to the next. Making it possible to transform from one-dimensional communication (sender -> receiver(s)) to multi-dimensional communication (sender(s) <-> receiver(s)). Good crossmedia communication will enhance the value of communication: The level and depth of (message) involvement will be more personal and therefore more relevant and powerful.