Television drama series and transmedia storytelling in an era of convergence

In the past three decades television has undergone a unique transformation. Digitalization and the integration of traditional media and telecommunication have also allowed films and television programmes to be marketed and used on other technical platforms besides conventional cinema and television. Individual films and television programmes must therefore both be considered in the context of multimedia offerings. Associated social media activities and websites (including webisodes or games) are more and more important for the production and distribution of television drama series. In an era of media convergence single media outlets like television converge with online media. Transmedia storytelling where a story is told on as many platforms as possible to attract audiences is mainly related to television drama series. Based on the analysis of several transmedia outlets of television drama series the article will show how production companies, networks and other TV channels attempt to involve viewers via transmedia storytelling in a fragmented media market with a fragmented audience in creating a 360-degree experience.