In this great JawboneTV article, Jeff talks about the distinct differences between cross-platform integration and developing transmedia narratives from the 'ground up' so that they can affect mass media and weave themselves into (or extract themselves from) culture at large as true phenomena. We really hope that we see (and will be encouraging) more agencies, studios and gaming companies pursue the types of synergies that will create and help facilitate this development cycle.

On another note, Jeff will be helping Brendan Howley and me on our Canada IFTF (Institute For The Future) initiative that seeks to create an educational transmedia platform that can build infrastructure at the local level and potentially scale out to regional and/or national executions. Backed by the University of Waterloo and RIM, the platform is also intended to become an active (and dynamic) part of the school's new media curriculum.

Stay tuned...