Transmedia Storytelling in Russia: The Moral of the Story

THANKS!
rgambarato@hse.ru
Transmedia Storytelling in Russia: The Moral of the Story
Dr. Renira Rampazzo Gambarato
XV April International Academic Conference on Economic and Social Development, Moscow 2014
National Research University Higher School of Economics
What is transmedia storytelling?
Is there a fertile terrain in contemporary Russia that would allow the blossoming of transmedia stories?
still timid but
a matter of terminology
2012 Russia Forum = Caitlin Burns + Lance Weiler
"TS as a new language for a new audience"
2013 Moscow MIPAcademy
"Transmedia Stories and Multiplatform Content Monetization Models"
2013 IDEA! 17th National Ad Festival (Novosibirsk) master-class on TS
February 2014 STS Media
Department of Transmedia Projects
True Love
настоящая любовь

Pepsi
Любимый
juice
The Voice Russia
Голос
Night Watch
Ночной дозор
Big Bag
Большой

чемодан
ENTERTAINMENT
POLITICS
JOURNALISM
2013 political campaign of Alexei Navalny during the mayoral elections in Moscow
coverage of Sochi 2014 Winter Olympic Games
Sports Broadcasting: Channel One (Первый Канал), Russia 1 (Россия 1) and the satellite broadcaster NTV+ (НТВ Плюс)
THE MORAL OF THE STORY
Although still modest, the prospect of transmedia strategies in contemporary Russian media landscape is to grow and to improve rapidly
Expressive Internet penetration:

monthly Internet audience =
56%
of the adult population

cities + 100,000 inhabitants =
94%
Internet access at home

The power of Yandex

fourth largest search engine worldwide
Large broadcasters are investmenting in this direction:

Channel One = Первый Digital, an Internet-based TV channel

STS Media = Transmedia Projects Department
New media developments for international market:

In March 2014 Mail.ru Group

four MMO (massively multiplayer online) games
(Yandex, 2013)