This session will explore the ways in which viewers, fans and other communities with shared interests are being enlisted to help generate, improve, market and monetize TV and video programming and services.
Questions to be answered include: In what ways, if any, is crowdsourced content fundamentally different from traditionally generated content--are new programming genres emerging in the space? What potential pitfalls--including legal issues and issues pertaining to reputation management--need to be navigated when working with and sourcing content from non-professional communities? When and why is UGC a more effective vehicle for marketing than professionally produced advertising? How can viewer feedback be incorporated into the creation process for programming and advertising in a more fundamental way than via the traditional focus group? What is the end-result of incorporating this feedback throughout the content-creation process? And will working with viewers and other communities to generate and market content remain a relatively niche approach in the TV/video space, or is it likely to spread? Panelists include:
• Jon Cody, CEO, TV4 Entertainment
• James Norman, CEO, Pilot.ly
• Craig Parks, GM of Brands, Jukin Media
• Tracy Swedlow, Editor-in-Chief, ITVT (Moderator)
• Sam Wu, CEO, Rakuten Viki
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