Transmedia Planning : the answer to media and cultural convergence

Henry Jenkins in his book “Convergence Culture” postulated the future of media usage as a “Transmedia storytelling” using Matrix as an example.
Great works of distillation has also been propounded by Faris and Ivan (owner of the attached picture chart) to explain this for the brand world.

I sincerely believe that the interconnectedness of the consumer world as an evolving TRANSUMER who is largely driven by experiences, discovery and variety (TrendWatch) supports the possibility of “smashing” the brand story into an unending soap opera, perfectly integrated as a continuum in different media aperture.

The idea is that rather than deploying different media apertures to communicate the same big idea, each channel is used to communicate different elements of the idea and yet everything still ties together by a brand narrative.
The narrative develop into a brand communities, in the same way that "The Matrix" generates knowledge communities , as consumers come together to share elements of the narrative (from movies, games, short clips etc.)

The sustainability of this multi-channel integration is the holding power created by the wildfire effect of the big idea narrative within social communities.
A transmedia strategy put lots of things out there, not necessarily expecting every person to see every piece, but creating enough interestingness that people will talk and eventually hear about pieces they haven't seen from someone.
Transmedia planning comes to challenge the long-held media-neutral thinking with a deliberate effort to empower individual media users and the power of the interrelationships that exist between us.