What challenges are media, advertising and entertainment professionals going to face in order to innovate and meet the new expectations of their audience was a major topic at Storyworld conference in San Francisco. A key element of the answer: the ability to navigate silos.

This week, San Francisco hosted the first ever Storyworld Conference, a 3-day event where experts and practitioners of the entertainment, communication and technology industries got together to talk about the future of storytelling. “Storytelling” might be a buzz-word right now, but it really is a the center of today’s society, especially since it brings together Media, Entertainment, Communication, Advertising, Arts and Technology together. More than ever, the line is blurring between those different disciplines and industries. Leaders in these industries came together at Storyworld to think about best practices in storytelling and how technology is shaping the future for a new way to tell stories in today’s society.

The blurring of lines between traditional media professions

So far, advertising, entertainment, social media and traditional media have been working in silo. Basically, an adman writes TV ads, a children’s book author children’s books and a movie produces sticks to film production. Even inside a TV network, people work in silo – scriptwriters, producers, community managers etc stick to their job. But new trends in storytelling – media convergence, interactivity, and immersion – are changing the structure of those industries both at a macro and micro level, operating a shift from horizontality to verticality.

Navigating silos is key for media innovation

Even though transmedia storytelling is just emerging, it is leading the way towards a redefinition of the media, communication, advertising and entertainment industries where traditional silos and professions will be less and less relevant.  For instance, the author of a TV series will definitely have a serious role to play in taking his story and characters online and will therefore work closely with community managers, etc. Consequently, one of the major challenges for the media industry to reinvent itself will be about redefining those traditional roles and working together with other professionals they’re not used to be working with.  Good management and flexibility will definitely be key for those industries to get to the next level.


By Alice Gillet
English editorial manager