Transmedia Storytelling as an Opportunity for Re-Inventing Russian State Television

• In Event: Freedom of Expression in Russia's New Mediasphere

Abstract

Russian state television currently faces the problem that the most active media consumers are leaving television, binge-watching foreign TV shows on online streaming services or accessing video content on social networks instead. The government, as the primary owner of Russian broadcasters, has an interest in state television being up-to-date and technologically fashionable. In addition, TV producers in the country are generally well acquainted with contemporary media possibilities and have the professional urge to use the latest media trends. In the midst of this clash of ideologies and interests, transmedia storytelling becomes an opportunity to transform and re-invent old-fashioned Russian media. Transmedia storytelling, which uses multiple media platforms and audience engagement to offer enriched viewing experiences, has gained traction among public broadcasters in Russia. This paper examines the core characteristics of transmedia phenomena in Russia, asking: Is transmedia storytelling the way for Russian state television to re-invent itself and its audience or is it rather the way to disguise the audience's lack of interest? The chapter focuses on the case study of the transmedia project 'Sasha Sokolov. The Last Russian Writer' (Pervyi Kanal, 2017), applying Gambarato's (2013) transmedia analytical model.

Author

• Ekaterina Lapina-Kratasyuk, NRU Higher School of Economics (Russia)