Transmedia, or cross-media, applies to almost all fiction produced on different platforms. Its own naming is still confusing but it seems "transmedia" pretty well encloses it all. Whether it's a TV show, a video-game, or even a comic. Storytellers and producers have found in the new technologies wider means of spreading their work and attract proper publicity.
TV's famous show Lost was a pioneer in the usage of transmedia. You could not only watch an episode on TV and just remain on your sofa. There was (still are) numerous forums, fanfiction sites, a video-game, homemade videos, several internet websites expanding part of the subculture inherent to the series and even "mobisodes" created as short scenes for mobiles. Don't forget about the books and Encyclopaedia. Lost success had a lot to deal with surrounding media. Part of it was created by the show as a marketing strategy but a good part of the credit goes to the fans too, who would create more media associated to the show.
It seems that, today, fiction work flies beyond its initial format. A book will likely have its own website before even being published, along with a fan page in some social media group as well as some dedicated forum.
We cannot just think in terms of theater movies, TV shows, books, video-games and other related stuff in separate ways. There is more evidence that it all starts to have ramifications in several advertising platforms.
For a lot more information on the subject, you may want to stop by at Transmedia Resources. They are doing an amazing job there at gathering all sort of information (wiki included) about that topic.
Also, visual information works well with this interesting webcast by Digital Book World:
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