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ABC Family Goes Cross-Media

Nets continue to throw pasta at the walls to see what sticks. The BRAINS at MIT media labs are tracking a content experiment for the ABC Family Channel.

Next week will see the launch of an interesting experiment for the ABC Family Channel, which will be launching a transmedia experience for viewers of its two-hour television movie Fallen.

The movie itself is an adaptation of a popular series of books by author Tom Sniegoski, so the project begins with a transmedia focus in terms of adaptation. But the true nature of transmedia storytelling isn’t just telling the same story in multiple platforms–rather, it is to have a story in which various parts or chapters reveal themselves in different media forms.

That’s what the Fallen project hopes to do. Producers have already planned to air four more hours of Fallen next year and wanted to create a storytelling platform that would keep viewers invested in the Fallen story between installments of the television movies. Which is why they are launching an online game of Fallen that will continue throughout the summer.

The game is planned to be in real-time. It will launch after the movie airs next Sunday and will last throughout the summer, with participants being given new clues as they continue through the story. The project contains elements of an alternate reality game (ARG).

The movie will launch the game by giving a clue to the online game. All of this will propel viewers to go to the Web site, where the game will focus on the story of a character named Faith.

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