There are two ways to share knowledge.
One is to push information outward and hope people pay attention.
The stronger approach is to draw people into a story that moves across platforms, formats, and audience touchpoints with purpose.
That is where transmedia storytelling becomes highly relevant for modern broadcasters and media organisations.
I recently had the opportunity to deliver a lecture on Transmedia Storytelling in Chiang Mai, Thailand, via Skype. The session was organised by the National Broadcasting Service of Thailand, recognising the growing strategic value of transmedia approaches in broadcasting and public communication.
The session brought together diverse voices, including the Director of the Innovation Center of Chiang Mai and M. Narathip, owner of one of Thailand’s most popular social websites.
What made the discussion valuable was the shared recognition that broadcasting, digital platforms, audience behaviour, and community participation can no longer be treated as separate spaces.
Audiences do not experience stories through one channel only.
They move between television, social media, short videos, websites, live events, messaging platforms, and peer networks. For broadcasters, this creates both a challenge and an opportunity.
My contribution focused on how transmedia strategy can help media organisations design stories that remain coherent across platforms while adapting to the strengths of each format.
A television report can create authority.
A short video can create reach.
A social media thread can create conversation.
A community activity can create participation.
A website or archive can create depth.
When these elements are planned as part of one strategic communication framework, content becomes more than a single broadcast output. It becomes a wider audience experience.
For broadcasters, transmedia storytelling is no longer a creative luxury. It is a practical media strategy for extending reach, strengthening public connection, improving audience participation, and keeping institutional content relevant in a fragmented attention economy.
The key is not to repeat the same message everywhere.
The key is to design a story world where each platform adds value, serves a clear audience purpose, and supports the core editorial message.
I am grateful to Ms Navapun Chaiwan, anchor, senior producer, and programme manager of NBT, for the invitation, trust, and friendship.
