ABSTRACT
This chapter will explore the alignment between transmedia strategies and television through a focus on two foundation theories from television studies. Raymond Williams’ model of televisual “flow” is relevant for how audiences are moved between the different segments of transmedia content and how they are directed to remain within that content’s parameters. John Ellis’ “glance” theory speaks to how distraction can be kept within spaces owned and controlled by television broadcasters via transmedia strategies. A case study of the BBC will demonstrate how the transformations wrought by transmedia strategies can therefore be seen as closely intertwined with the historical function and structures of television.
