Transmedia Producer X Creative Producer in a Transmedia World by Elias Ribeiro

The more I read about the topic, the more intrigued I am by it. But one thing I am sure off. My passion is for filmmaking, telling compelling stories, in other words i do not intend to become solely a transmedia producer.

What I am concerned about is how this new trend affects the job of a Creative Producer. What needs to come into place in my mindset while developing a new concept or intellectual property. I believe i found some great advice on Kendall Allen's article for Online Spin

Laura Michalchysyn, president and general manager, Discovery Communications' Planet Green and formerly from Sundance Channel, where she is credited with doubling original programming hours and tripling the number of programming hours on the network overall. She highlights how different things are becoming for producers. The minimum point of entry for getting into this playground is unchained imagination and integrated perspective. These are questions Michalchysyn will ask at a pitch:

How does this story tell across channels? 

How does talent play a part channel by channel? 

What specifically is the digital extension, and how does it work? 

What kind of relationships do you bring that we can harness? 

What is the community play? How do we enroll the people?

Kendall Allen serves as a vice president for Laredo Group, where she trains and consults with executives on digital marketing and media. She is also vice president of the board of directors for 212NYC.org. She believes the producer has always had a heavy role, embodying strategy, execution and an extraordinary accountability for not only outcome, but for finesse start to finish. Because this role is so pivotal, a more channel-inclusive scope is a good thing. The consumer marketplace has been calling for cross-platform play for a while. Brands are stepping up and empowering those who    produce with the bigger picture in mind.

1. Experiential goes digital. Events producers and those in the trenches on experiential programs are increasingly embracing digital tools and applications for data capture. Sure, this has an engineering bent -- from more advanced kiosks to the integration of sleeker, more useful hand-held devices. But, there is an acknowledgment that data dexterity is what truly fuels the quality and scale of these networks. This backbone in turn strengthens the marketing opportunity. We finally have gotten beyond believing that capturing a visitor's email on a clipboard at an event counts as ROI. More robust data capture, mobile executions and crossmedia play have gotten this realm closer to where it needs to be to work hand in hand with social networking and conversational marketing.

2. Blooming producers. A trend more apparent to most of us is the transition within traditional: the traditional marketing strategist or media maven who is not only asked more often to consider the digital extension, but to really flesh out cross-platform story-telling. The call is for characters, a story, a conversation, channel by channel. In fact, even those already digitally inclined are in effect being asked to be producers as much as strategists and planners.

3. Multimedia is less awkward. Quality increases as TV producers and Web developers and producers collaborate, with multimedia becoming more of a reality, and stories brought across platforms. The intersection of multimedia and Web brings a higher level of polish. So we trust that we will see less and less of, "let's just slap the commercial up on the Web."

A Creative Producer is highly involved in the conceptualization and shaping of a script. Therefore he is able to make practical decisions and ensure the portability to transmedia platforms is a creative execution. Hence it is crucial to listen to your team. If a specialist brings something to your attention, the producer should evaluate the issue and decide on what route to take in order to make the best out of that situation. Be it technical, conceptual or  economical, it is the producer's responsibility to insure the final product is ready for today's needs.