Transmedia storytelling is the telling of a narrative over several different media platforms. A cohesive storyworld is developed and used over several mediums and new information is gathered from the contribution of each platform in order to further a complete understanding of the whole. This is an all-encompassing approach to marketing a product by making it a franchise. It demands more of the consumer; encouraging involvement accross all of the different mediums. In his book, "Convergence Culture," Henry Jenkins defines transmedia storytelling as follows, "Transmedia storytelling is the art of world making. To fully experience any fictional world, consumers must assume the role of hunters and gatherers, chasing down bits of the story accross media channels, comparing notes with each other via online dicussion groups, and collaberating to ensure that everyone who invests time and effort will come away with a richer entertainment experience." (Jenkins, Henry, Convergence Culture, New York University Press: New York, 2006, p. 21)
An example of transmedia storytelling is The Matrix franchise.