It is fantastic that the term ‘transmedia’ is now so widespread across the industry and with the official credit (attached ironically to film primarily) but is it a bubble about to burst – is what we have come to know as ‘transmedia’ in danger of being blown out of all proportion...
[This 2010 opinion piece by Gary Hayes has been "doing the social media rounds" lately and I'm including it here because the question posed is still remarkably current.]