Are CTC Media projects examples of transmedia storytelling?

Abstract

The article analyses CTC Media digital projects, and puts forward a theoretically coherent explanation for the term “transmedia”. I attempt to answer the question whether or not the transmedia label could be applied to CTC Media projects, primarily through analysis of the Molodyozhka project using the principles of transmedia storytelling. As my analysis shows, the Molodyozhka project team managed to incorporate the majority of transmedia storytelling principles, as described by Henry Jenkins. Therefore, Molodyozhka can be described as a transmedia project. However, a number of avenues still need to be explored. First and foremost, there should be more unique content created for various extensions of the project. Second, UGC (content created by fans and followers) should be utilised to a greater extent: producers should engineer a way for the fans to gain the ability to infuence the way the story develops so as to harness the creative abilities of Molodyozhka's fanbase. Among various projects in Russia, Molodyozhka uses transmedia principles better than any other, and it has become a benchmark for CTC Media as a whole.