What has changed?

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Everything is therefore mixed up and media makers increasingly see their material on other platforms than the ones it was originally intended for; media makers are, as it were, forced into a broader distribution strategy. Van Heeswijk does warn that you have to make sure that your material does not become contextless because you distribute it via different media. You are faced with the strategic choice: customization or 'suitable for all channels' material. The tension between these two changes the way media makers and companies work together. " But ", says Van Heeswijk, "this is precisely where the most beautiful successful multimedia strategies emerge."


Mainly the relationship with the audience; from one-way to two-way traffic. There is interaction from and with the audience and the audience has even become a prosumer. According to Van Heeswijk, this is all because the media are now much more prominent and this is reinforced by terms such as speed, scale, accessibility and community formation. Media in the 21st century are on a completely different level than 'before'. With the arrival of user-generated content, you can ask yourself: do we actually still need 'real, professionally appointed' journalists? Thanks to new technologies, everyone can become a broadcaster themselves. This is where the optimists and pessimists come into play. The optimists believe that the messages sent by the independent broadcaster are unfiltered and therefore pure. Pessimists believe in the importance of professional journalism and fear the fact that you will soon no longer be able to trust any message. Here too, there is a tension. Van Heeswijk indicates that there are three measures that can break this tension:

Focus
Compartmentalize
Attention
These measures can make the difference to still keep control as a media maker and at the same time involve the audience in your program. These measures are explained in more detail in the book.
Overhyped concepts
Multimedia, crossmedia and transmedia; these are taiwan phone data frequently heard terms at conferences. Everyone has a different definition, but no one can explain what the terms mean exactly. The terms have to do with the presence on different platforms. According to Van Heeswijk, it is about the distribution of stories on different platforms and not so much about interactivity or revenue models (at least that is not the focus of the terms). Van Heeswijk indicates that the difference lies more in the way in which the different platforms are operated. The chapter on this subject further explains each term using examples.



It is a complex whole, that is beyond dispute. Do we really have to do something with the concepts because everyone is shouting so? It is certainly not mandatory, but it can help you as a media maker to distribute your material as well as possible and it can also be commercially interesting to use a 'multimedia' strategy, for example, if relevant to the target group. It is important to make references to the various platforms. A number of points are central.