Interesting point about Henry Jenkins blog

In Henry Jenkins Blog “The Revenge of the Origami Unicorn: http://henryjenkins.org/2009/12” Jenkins quotes an un-named film maker

"When I first started you would pitch a story because without a good story… now, you pitch a world because a world can support multiple characters and multiple stories across multiple media." This describes how transmedia story telling is changing the entertainment business. How there is more emphasis on world building than telling a good story.