Transmedia Storytelling In Journalism: Engaging Audiences Across Multiple Platforms.

Transmedia storytelling is an emerging technique in digital journalism that enhances audiencecommunication across multiple platforms. Interactive, multimedia, and cross-platform forms of newsdistribution are increasingly being adapted using traditional journalistic narratives to involve the audience andensure trust. The study is an attempt to answer how the impact of transmedia storytelling has changed theway the audience is engaging, trusting, and consuming the news. The study takes its approach from a mixedmethod- research design and then translates quantitative surveys (n=500) and qualitative interviews (n=25)with media professionals to analyze the effectiveness of the transmedia storytelling techniques. Descriptivestatistics, correlation analysis (r= 0.72, p < 0.001), and thematic analysis were used to interpret audienceengagement and journalistic perspectives of transmedia storytelling. It has been found that 75% ofrespondents were found more engaged with transmedia content, especially with interacting (4.7/5) andmixing media (4.5/5). Moreover, the study finds out that transmedia storytelling helps build audience trust,but content verification and ethical issues are still hindering factors to overtake