MUMBAI: The Producers Guild of America Board of Directors have approved the addition of Transmedia Producer to the Guild’s Producer Code of Credits (PCOC).

“The Guild’s decision to expand the Code of Credits to recognize the Transmedia Producer underscores the changing media landscape and the critical role of the producer within new creative mediums. As technology evolves, it’s no longer adequate to think of a project as simply a television show or a movie; we now understand that the audience will want to experience that content across several platforms – online, mobile, VOD, Blu-Ray, and now iPad – often with different or additional material. It’s the producer who oversees the complex and creative process that allows that to happen,” said PGA president Marshall Herskovitz.

“The New Media Council, led by Alison Savitch, has worked tirelessly to advocate consistency of credits for the producing team across new media,” added PGA executive director Vance Van Petten. The Guild defines a Transmedia Narrative project or franchise of one that consists of three (or more) narrative storylines existing within the same fictional universe on any of the following platforms: Film, Television, Short Film, Broadband, Publishing, Comics, Animation, Mobile, Special Venues, DVD/Blu-ray/CD-ROM, Narrative Commercial and Marketing rollouts, and other technologies that may or may not currently exist.