Transmedia as a word in itself is not as meaningful to me as transmedia narrative or transmedia storytelling. When you look at transmedia storytelling, the metaphor I like to use is, you're taking each media platform - television, film, radio, books, traditional media, plays, comic books, graphic novels - each one of those, imagine if they are an instrument. In and of themselves, they can be wonderful and quite pleasing and produce masterpieces. If television is a piano, we've heard wonderful concertos. Now, transmedia narrative is to take all of these instruments and put them together as an orchestra, so that what they can produce potentially is something that acts in concert to give us a pleasing new metanarrative, a story that utilizes the strongest and most wonderful aspects of each media platform. When you design it really well, from scratch, at the beginning and you're thinking of putting together this kind of narrative symphony, you can create something that's never been experienced before.
Transmedia is a dialogue, and transmedia is spreading the story and using these platforms to tell the story by design, in concert. Previously, cross-platform to me, that implies that it might be the same narrative over and over again from one platform to the next, the way that in America in the 1970s cable television simply aired reruns of old television shows from the networks over and over and over again. It took them a long time, but eventually they began to create original content which leveraged what was special about cable.