Future of Media Summit Blog

User submitted content on mainstream media platforms is one of the most fascinating developments online. For many broadcasters it's created new challenges to find the right mix to create a social networking space of value. Firstly there is the technical issues - finding the right tool to support uploads, publishing and aesthetically interesting display; then there is administrative issues of how you manage all of the user uploads; There are Editorial requirements, what is the responsibility of a broadcaster in regards to the content? What vetting tools need to be in place? How do you deal with the large level materials that are potential copyright infringements? Then there are the issues of creating a compelling user experience which allows for rapid and valuable sort and search for relevant materials.

Another issue is that many broadcasters see the user generated content as an opportunity to deliver television output content. Conceptually this is a terrific idea, who wouldn't want to see their works on television? But in practice there are a number of challenges to consider.
Firstly, the vast majority of the content that is submitted is of value to only a small number of people -- most of the content is rough, often with poor audio and video.
Despite having great ideas about generating the content, it is really important not to lose sight that as a broadcaster you need to ensure a high level of content at all times.
While it may be really exciting for me to see my own video on television, it may not be that interesting to anyone else.
If only 1% of the content uploaded is of value to the users, sorting through to find the best possible content, can be a lengthy and expensive process. Broadcasters thinking that UGC is a cost effective way of acquiring content, may be surprised at the actual costs to get really good broadcast content. In many cases it may only be fractionally less expensive than producing content professionally -- this is not to say that it shouldn't be undertaken, you cannot argue with the massive benefit you gain from engaging in user submitted initiatives - I highly support and encourage further development, I just suggest walking with a sense of caution.