The document discusses four approaches to cross-media creation: 1) all mediums are equal, 2) film is dominant over other mediums, 3) film is dominant and other mediums have subordinate roles, 4) mediums have no relation to each other. It also discusses various techniques for managing coherence across different media platforms, such as using recaps, exploring different points of view, and employing a call-to-action cycle of primer, referral, and reward.