With the growing interest in digital media, it's inevitable that these separate tech/communication paths will occasionally converge. While there will likely always be a demand for storytelling as a separate medium, it's going to be easier to add video - dramatic snippets, interviews, reviews. Possibly music will be added to help draw attention to published stories in a crowded marketplace. Here's one more bit on the subject:Technology Review: Transmedia Storytelling
Several years ago, I asked a leading producer of animated features how much creative control his team exerted over the games, toys, comics, and other products that deployed their characters. I was reassured that the distribution company handled all such ancillary materials. I saw the movement of content across media as an enhancement of the creative process. He saw it as a distraction or corruption.

via www.technologyreview.com