Upload
savion-warford
View
214
Download
0
Tags:
Embed Size (px)
Citation preview
Next#1El repte de la triple pantallaContinguts, tecnologia i nous usuaris en l’era de la TV digital multiplataforma
Mesa redonda:La nueva TV: los contenidos
producidos por el espectador
Ed Pettit Founder/Head of TV and Digital
Guerrilla Multiplatform Production Company
The New TV: Viewer-Created Content The New TV: Viewer-Created Content
Guerrilla and UGC
Specific projects where UGC has been used successfully
• Abduct Me – Multi-platform production in which UGC is shaping the narrative of the show
• Fans Eye View – Combination of UGC material mixed with High Quality Sound recording of music performances
• Skycast – Linking Network of UGC producers with major broadcaster for ongoing project
• Commissioned as a web/mobile/Red Button production
• 8 x 5 minutes (and now an ongoing project)
• Creation of the programme was entirely based around getting people to send in their own experiences of Alien Abduction
• Provided research for the programme and immediately engaged a potential audience
Abduct Me (Sky One)
• UGC shaped the creation and narrative of the programme from start to finish
• Coming soon - website to accompany the series called AbductMe.co.uk
• Viewers uploading blogs, images, video, interacting and shaping the future of the show
Abduct Me (Sky One)
Abduct Me (Sky One)
Abduc_Me_UGC
Abduc_Me_Episode _4
• Exclusive Calvin Harris performance in London • Fans came with cameras and or provided with
cameras • All rights were cleared before hand• Performance sound recorded professionally • Edit completed professionally by Guerrilla • Mix of professional material (sound) and UGC
(video)
Fans Eye View (Yahoo! Music)
Calvin_Harris
• SKYCAST is SKYs online and red button platform for UGC
• At launch it required content for the platform • Guerrilla formed network of UGC producers over
previous 2 years • Some were previously active in creation of UGC
already • Others had a passion for a topic and were keen to
make video content • Camera kit, expertise and advice given to producers if
required
SKYCAST (British Sky Broadcasting)
The launch of Skycast required content that was:
• Rights cleared • Of good production quality• Relevant to their audience (Sports,News, Films,
Entertainment) • Guerrilla connected its network of UGC producers
into SKYCAST system • No money was paid to producers
SKYCAST (British Sky Broadcasting)
Skycast_LBO
Skycast_Lost
Skycast_Cher_on_ Film
Skycast_Daves_Travel
Skycast_London_Tornado
Skycast_Hug_a_Hoodie
• UGC projects will always thrown up the following challenges:
• call to action – must be clear, understandable and achievable
• Rights and legal issues of submitted content – music, logos, slander, copyright images
• Production values – image but usually more common to have sound problems. Quality of files submitted - too small etc
Guidelines for Successful UGC
• You can not simply ask for ‘stuff’ – consumers do not respond to general calls to action
• Traditional TV needs to be smart in integrating UGC
• To often interactive or UGC ideas are added in at the end of the idea – make it integral from the beginning
Guidelines for Successful UGC
• The production quality of UGC material needs to be good to engage with the viewer in the long term – or they will switch off
• Ideas that involve either an immediate pay off – see your material on screen within minutes rather than days or weeks or shape the future of the programme (Abduct Me) will always be more popular.
Guidelines for Successful UGC