8 The Business of Transmedia Storytelling
Innovative storytelling concepts are tried and tested across local and international markets in both the public and private sectors. Public service broadcasters distribute content both online and through their traditional media channels. In Ireland, this output is guided by a public service broadcasting charter, a statement of principles and accountability. RTE’s chief digital officer Múirne Laffan says that ‘people are looking for thematic discoverability, not randomly browsing’. The ability to track users helps to build a relationship and offers a ‘tailored discovery’. Data is gathered on individual users to create an incomplete personalisation, to offer ‘a more tailored consumer experience. ...
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