• M.N.V.V.K, Chaitanya
• Mallam, Sasi Kiran Reddy

While Transmedia Storytelling is more than a decade old concept in the west, it is yet to catch up in the Indian Media space. The recent phenomenal success of films like Baahubali led to a section of the media industry and audience noticing the franchise’s transmedia efforts. Hollywood is one of the spaces which took the idea of transmedia forward, which initially took the shape of marketing and later became a more nuanced effort to add to the story worlds of franchises. It led to the formation of agencies specializing in transmedia storytelling like Starlight Runner and what’s more, the Producers Guild of America incorporating the credit of ‘Transmedia Producer’. One could argue that over the last two decades transmedia storytelling in the USA has moved from experimentation to institutionalization. Although Hollywood and the various regional film industries that exists in India (Bollywood, Kollywood, Tollywood, Sandalwood, Gollywood, Deccanwood, Bhollywood, Coastalwood etc.) are radically and structurally different in every possible way, a comparative approach would lead to an identification of lacunae and might give us a few pointers to start with. The article will engage with the structural challenges and inherent possibilities of Trans-media Storytelling in a diverse media landscape that India is home to. Select possible business challenges and allied creative constraints that the article will explore are the reception of transmedia campaign of the film Baahubali, lack of specialized agencies in the transmedia space, audience awareness and specifically, fandom which is the most important factor in the success of any transmedia effort. The article while pointing out the problems would also come up with possible solutions.

"Transmedia Storytelling in the Indian Context: Select Structural Challenges and Significant Possibilities", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.126-133, June 2019, Available :http://www.jetir.org/papers/JETIRCX06025.pdf

"Transmedia Storytelling in the Indian Context: Select Structural Challenges and Significant Possibilities", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp126-133, June 2019, Available at : http://www.jetir.org/papers/JETIRCX06025.pdf