This is a followup to my previous post Moving Beyond UGC.
In that post, I discussed that user can participate to the creative world not only by authoring content, but also creating playlists of pro content (UGP – User Generated Programming) or presenting it in their own way (UDP – User Distributed Programming).
The CBC recently launched Rogers Hockey Night MashUp, where users can browse a massive gallery of NHL clips and fly them into a very Flashy online video editor. This solution was delivered via a technology partnership between Filemobile and IndusBlue.
User-Edited Content
Using this set of tools, Joe can now assemble his favourite videos clips, add music tracks, and then publish his “creation” to a gallery, where it can be picked, panned, rated and shared by the masses. Future versions will include the ability to add voice-overs and actual user-generated content to the timeline.
This adds an interesting balance between professional, high quality content and personalized content. Users are engaging with the content brand as well as the sponsor, and feel compelled to share their creations on their networks. Time-on-site is higher than anything I’ve seen, and bounce rates are rock-bottom. Add in pre and post roll video, and you have an impression bonanza.
Filemobile, Media Technology, Social Media
CBC, Filemobile, IndusBlue, UGC, User-distributed Programming
CBC’s Hockey Anthem challenge is a contest searching for a song to replace the long-standing Hockey Night in Canada theme.
Since this campaign is built upon Filemobile’s Mediafactory platform, a number of “Engagement” factors can be measured, such as views, shares, digs, ratings, comments, etc…
A great article about this type of engagement, and how some are proposing to synthesize these metrics, is Terms of Engagement: Measuring the Active Consumer, by Mark Ghuneim.
One might assume, that the cream would rise to the top and the most engaging song would indeed be the finest piece of music submitted. I’m happy to say, that this clearly the case with Logan Aube’s opus entitled Hockey Scores. The statistics and comments speak for themselves: Canadians have a very odd sense of humour.
Filemobile, Social Media
CBC, engagement, Filmobile, UGC, viral
Do I care if CBC spends more money on a song? Yes, if it’s good value.
My thoughts on the news that the CBC may not renew its contract for the HNIC theme song.
There is no doubt that the CBC would be perfectly happy maintaining the brand image of HNIC by keeping the fabled theme song. However, we don’t know why they are considering not resigning an agreement with Ms. Claman. Perhaps she is asking for an unreasonable sum for use of the song, perhaps they are low-balling her. Maybe they think that because the song is so inextricably linked to HNIC, she couldn’t sell it to anyone else, so why not offer her very little? If that was the case, she could always license it under Creative Commons for anyone to use, or hell, sell it to Molson!
If she is asking an unreasonable amount for it, then I don’t blame CBC for saying “hey its just a song”, and moving on. CBC is a PUBLIC broadcaster. If they have to choose between spending a disproportionate sum of money for the theme song, as opposed to paying a composer a few thousand bucks for a new one, then they have little choice.
Legal Studies
CBC, HNIC, theme song
Last week, iTunes music store started carrying shows from major Canadian broadcasters. First to the party are CBC and CTV. Finally, Canadians have a choice of where to get their video entertainment besides buying it from the Devil (Rogers) and his much-less-hip cousin, Bell.
Someone wants this to fail. Read more…
Digital Music, Media Technology
Apple, CBC, CTV, iTunes
In support of the new show “No Opportunity Wasted”, the CBC called on Filemobile to provide a turn-key UGC site.
The microsite is called “Connect NOW!” and encourages fans of the show to gather and share photos, videos and “Life Lists”.
Check it out at: http://www.cbc.ca/now
Filemobile, Social Media
CBC, Filemobile, UGC, user generated content
