NBC Universal Chief on Monetizing Transmedia

Interview clip: Recently on MSNBC Morning Joe, Jeff Zucker, NBC Universal's chief,  said the proliferation of new media will drive the use of transmedia to market shows as integrated brands. Monetizing the multimedia mix remains a challenge, he said. 

NBC's 'heroic' use of transmedia is a model to follow

Hollywood’s grasp of transmedia marketing is evident in FastCompany.com's interview with Tim Kring, creator and writer of the NBC series, Heroes. The show’s ambitious use of transmedia makes it a model worth studying. 

Kring himself is someone to watch. He says all of his upcoming television projects will utilize transmedia, and so will his own upcoming novel.

Entertainment will hook the public on transmedia; shows, films and certain books will seem incomplete without a multi-media experience.  This bodes well for writers, editors and web producers who will find steady work creating transmedia content. Who will absorb the cost? 
Producers and studios, using ad revenue generated from across the transmedia mix.