OTT & Transmedia : What comes first for you, the audience or the story? by Mandi Allen

They absolutely work as one, I would argue both strategies are one in the same. While it is important to get and fuse your audience into the story and the story world, you need a story to be interacted with! That's the beauty of transmedia, especially early on. Test content, platform, and story with your audience all the while joining their conversations on platforms where they meet (social media, IRL). Having both methods working as one let's them influence each other through feedback and your own creative mind. It's beautiful when it's up and running. :)

I agree with Frank Konrath on this one. Tell a compelling story to your audience and the audience may surprise you! Take Stranger Things for example. The target audience was viewers who grew up in the 80s and fans of Steven Spielberg films. The audience became far and wide beyond that target. I tend to define my audience only once the idea starts to gel - and mostly because I need to be able to describe it in a pitch meeting. It's okay to develop a project around an audience, of course, just don't limit yourself on ideas and write yourself into too small a box.

If you don't have an entertaining story I'm afraid there won't be much of an audience. I try to do things I like. What media and stories do you find entertaining and can you tell a story in a similar way, with your own characters?

I agree the story is important if there was no story, there would be no project, but for me on this project the audience is the key factor, and I am adapting the narrative to fit them. It needs to be accessible and use mediums they are familiar with.

In marketing, defining who your ideal audience is key, you then fit you narrative to them, which is why transmedia is popular in this industry.

In film and media, we tend to bend the audience to what we want, we manipulate the audience (this includes growing). But what if you don't want to grow the audience, just reach one sector? Then the audience comes first, and you flex the story and the mediums to fit them.

Frank Konrath, I agree that both are one eventually, but realistically one comes first, and for most it is story. I agree testing theories and working together is great and extremely important, how else do we know we are on the right track?

HB Duran, Love Stranger Things and so does my 12 yo, but it does take some explaining at times as to why I get so excited when I go down Memory Lane! Having that natural snowball effect is always great, organic growth is the one that builds long-lasting fans. I mostly write the story first and like you say, get to know the audience as part of the process. I am finding that by putting the audience first in this current research project, I have actually opened avenues that are not normally considered, and it has actually pushed me further to look at new/alternative mediums to meet certain criteria, such as disability, memory, access, locations, timescales, assistance.

So far, by putting the audience first it has taught me to not go into a project with preconceived ideas and stereotypes and that story can develop naturally as part of the communication.

While this may not work on a larger scale, it has been fascinating to be part of.

David, I think it depends on what you end goal is, for me in this instance it has been about communication, and using transmedia to develop that, rather than a typical entertainment package.

In my humble opinion, story is always king! If all else fails (marketing, distribution, merchandising) a loyal target audience is always there to lift you up. Obviously, this doesn't always translate into money, and we're all here to also. be successful, so it is fair to say they go hand in hand, but the bulk of your time and energy should be invested in finessing your story before anything else. Build it and they shall come!

Story first. I think we could go down the rabbit hole researching what people buy, trends people follow, how to create content for the trends people buy and follow ...but in short, the story!

I tend to agree with two comments directly above. The story must be served first and foremost, that’s not to say content can’t be targeted to subcultures or social groups but no single audience will be hooked unless they enjoy total ride. Some directors/producers/writers will put in scenes to attract sub groups EG A special fight for martial arts fans etc but I see that as icing on the cake rather than casting a wide net in the ocean. Spin off stories are good to snare small collectives. You have a character in main story EG A shop lifter who’s done time or leads a double life as insurance agent and stripper or is married to opposite sex but secretly gay. Novelettes or mini series can nail their particular lifestyle, culture and “a day in their life” as added bonus rather than carry through as whole concept. Houston Howard, “Make your story pretty stinking big.”

As a creator, the story always comes first, but when you create a transmedia project you need to think about your audience right away and how it will interact with the different media and stories.

It's not that the story or our story isn't the most important thing, but we are living in a time now where audience interaction goes beyond watching the movie, or playing the videogame. The audience is speaking back and as creators we must take their suggestions seriously. Knowing this is the case, why wouldn't you try to get your audience involved as soon as you can? They'll feel ownership over the story as much as you, creating a loyal and enthusiastic audience that you can then use as proof to investors that your idea will work and raise money to expand the world further.

Christian, I used to think that too, that is how everyone is taught. Yet, I wanted to work with an audience first than thought of a story that I could use that would both appeal and include them, and then work with other audiences. Creators often give what they want, not what the audiences want. We have dictated trends and 'must-sees', how about a must have?

I agree with @Frank Create a loyal and trusted audience who think they are “part of it” but would not put all eggs in one basket. The “growth” of the original concept can become an eco system of content to target not just one audience. I’m NOT talking same story told in different ways over again on multiple platforms but spin off new content to expand into multiple projects. Transmedia is transforming constantly and whilst off course study the brand of project to make fans listen, watch or read it pays to be fluid enough to expand project in a new way. I’m in the middle of a project aimed at adult, teenagers and children, obviously three totally different models and platforms. (I’m not executing it technically because that involves a computer specialist.) Interactive audio, alexa app, podcast, u tube, watt pad, novelette, web views, facebook watch, tik tok, book, comic, animated short, tumbler, instagram, even before the actual film itself are different touch points to add new valuable information with added comprehension. Expansion V Eggs In One Basket.

@Debbie, that's exactly right. From a creators standpoint, transmedia allows us to create new stories on different mediums that exist in the world, from the investors stand point (your eggs in one basket comment), transmedia diversifies risk and increases revenue streams and an audience has so many ways to never leave the world. It's a win-win-win.

At the same time, we need to listen to the audience and create new ways for them to experience our world because, shocker, at the end of the day, our story world isn't for us, it's for the audience.