Considering Contextual Digital Media Content for Narrative Television Comedy Convergence
In the scramble to get new-fangled web 2.0 interactive attached to traditional media, I see too much digital content, with or without novelty, that is, well… lame.
The point is for audiences to develop a relationship with the characters and the world of the show. Too often, the digital side is simply an additional delivery system for the television component. While, that is certainly helpful – and will only become more necessary with the proliferation of tablets – web 2.0 applications require more meaningful interactions than a Facebook page that lists upcoming episodes or a “game” involving the actor’s headshots.
For me, convergence is about blending narrative, gaming, and social media in an artful, engaging, and meaningful way. The show is the heart of the project providing the context, characters, and sensibility for content-unified, contextual, innovative, fun, funny, interactive, rich and substantial multi-platform digital media presence that builds and engages audiences in both the digital and broadcast components.
I see some of the invitation to uplevel the quality of digital media content as the creation of a web/mobile presence that engages some of the fun factor of the television component. Just as episodic characters need to feel like the kind of people you want to invite into your home every week and the world of the show needs to be a place people want to visit again and again, so too should the supplemental content be compelling and entertaining in its own right. Engaging digital components hold the potential to draw users into the world and/or characters of a show. Through this connection with the material, users can become audience.
The Television Component and the Digital Media Component can be associated with each other and enhance the viewer/user’s (View-sers?) experience of both. Modern media should feel like a healthy family rather than an isolated individual. The digital components should not be the bastard step-children.
The idea behind convergence is the expansion of a fictional world, with its premise, tone, and sensibility, becoming more accessible in a variety of entertaining ways. While multi-platform delivery is an important part, the secret of an awesome Digital Media Component is that it should be contextual, content-unified, and fun. Through a blend of interactive new media techniques, we can merge story and brand with the digital realm to enhance viewer awareness and relationships with the world of the television show. Simply, we have the opportunity to grow the market and medium in an evolutionary and enjoyable way.
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