PGA approves “Transmedia Producer” credit
BY ROBERT W. WELKOS
It’s official: the Producers Guild of America, acknowledging that the entertainment media landscape is rapidly changing, has approved the addition of “Transmedia Producer” to the guild’s Producer Code of Credits.
“As technology evolves it’s no longer adequate to think of a project as simply a television show or a movie; we now understand that the audience will want to experience that content across several platforms – online, mobile, VOD, Blu-ray and now iPad?often with different or additional material,” PGA President Marshall
Herskovitz said in a written statement accompanying the announcement. “It’s the producer who oversee the complex and creative process that allows that to happen.”
The guild explained that a “transmedia narrative project or franchise consists of three (or more) narrative storylines existing within the same fictional universe on any of the following platforms: film, television, short film, broadband, publishing, comics, animation, mobile, special venues, DVD/Blu-ray/CD-ROM, narrative commercial and marketing rollouts and other technologies that may or may not currently exist.”
The guild stressed that “these narrative extensions are not the same as repurposing material from one platform to be cut or repurposed to different platforms.”
The credit will be given to any person or persons “responsible for a significant portion of a project’s long-term planning, development, production, and/or maintenance of narrative continuity across multiple platforms, and the creation of original storylines for new platforms,” the guild said. “Transmedia producers also create and implement interactive endeavors to unite the audience of the property with the canonical narrative and this element should be considered as valid qualification for credit as long as they are related directly to the narrative presentation of a project.”
The new credit will be discussed when the guild holds its second annual “Produced By” conference June 4-6 at 20th Century Fox studios, where attendees will be able to participate in a session entitled “The New Paradigm: Transmedia Storytelling.” The panel will be moderated by Jeff Gomez.