Transmedia evolution - the early models had pieces that didn't fit together.
The new versions result in a property where the whole is greater than the sum of the parts.
Transmedia storytelling is conveying messages to a mass audience by artful and well planned use of multiple platforms.
Jeff did the multiple properties for Avatar, although many of them didn't see the light of day, because they were seen as too expensive.(!).
Money is being left on the table with some major properties (eg Star Trek) because the various corporate partners are reluctant to jeopardise their existing revenue base.
The possibility of fan-sourced storylines becoming incorporated into the storyworld.
We are at a Golden moment in transmedia - but creators need to establish authorship.

Pitchng methodology