Creating a Non-commercial Transmedia Project XCEFACTOR 2020: Production Aspect (Creative Format)

In the current realities of active media development and aggressive growth of the digital segment it is becoming more and more difficult to find an approach to attract and retain audience. Against the background of a general oversupply of content, competition for audience attention is tightening, and traditional methods of promotion are ineffective in practice. On the other hand, the critical changes caused by changes in consumer behavioral habits at the global level, give rise to opportunities that can be used to update their own content. Under the conditions described above, project producers have to find for a more and more effective ways to meet their audience. One such method is the "transmedia storytelling" technology that has emerged as a result of the development of new media. This work contains experience in implementing a noncommercial multimedia project on the basis of the National Research University Higher School of Economics, attracting resources, managing and promoting it. The work describes the production process from the producer's point of view, considers the theoretical basis on which the author relied in the implementation process.