Transmedia has its antecedents in the serialized fiction of Charles Dickens and the interlocking characters and locations of William Faulkner's fictional Yoknapatawpha County. Superheroes like Superman, created in the 1930s, came closer, appearing in comic books, radio and live-action serials but without coordination from a central creative force. Jenkins coined the term around the time of "The Blair Witch Project," which used fake online documentary footage to market the movie. Nowadays, unveiling a story through multiple media is a common practice, ranging from TV series such as "Flash Forward" and "Melrose ...

In January, the Chinese government announced that the country will soon surpass the US with the most Internet users. With 210 million Internet users at the end of 2007, China is only 5 million users away from topping the US as the world’s largest Internet market.

But markets are much more than numbers – they represent demographics, psychographics, communities and fans.

Check out Henry Jenkins’ current posts about his China travels for a great read. Lead Investigator at ...