This thesis is a cross-disciplinary study of storytelling strategy. It uses business, marketing, advertising and media and cultural studies approaches and compares big-budget storytellers, like Hollywood, with small, innovative, and independent producers. It analyses how producers in these different contexts and competitive environments use a particular strategy, transmedia storytelling, to construct innovative multiplatform projects. It develops an audience engagement framework specific to transmedia texts and criteria for assessing the competitive advantage of different transmedia strategies. In doing so it conducts three case studies of leading, successful transmedia projects; Doctor Who, Sofia’s Diary and The Lizzie Bennet Diaries.
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