next#1 el repte de la triple pantalla continguts, tecnologia i nous usuaris en lera de la tv digital...

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