Flextech Announces Plans for User-Generated Content "Network"

Flextech Television has revealed plans to launch in late April what it calls a multi-platform "user-generated content network." Dubbed "Homegrown" and designed to extend the company's Trouble brand, the "network" will invite consumers to upload "viral" video content via their PC or mobile phone. A selection of that video will then be repackaged as part of a weekly show on the Trouble channel. Flextech, which claims to have made a "significant investment" in the launch of Homegrown, also says that it plans to develop a Homegrown mobile offering, though it has not provided any details of what form that offering might take. In order to participate, consumers will first have to register on Homegrown's Web site, and then create personal profiles where they can upload and archive their videos. Registered users will also be able to rate, comment on, archive and subscribe to content created and uploaded by other Homegrown users. Flextech says that users will be encouraged to upload content in a number of set categories, including "Roving Reports" (video on topical regional issues), "Stings" (trailers for Trouble programming), "Street Skills" (video on current UK trends), and "Re-Dubs" (re-dubs of video from Trouble shows). However, the company promises, "the success of the site will ultimately depend on how users decide to define the kinds of content they want to upload and see on-air."

The Homegrown project is being managed by Flextech's Interactive department, and is headed up by the company's recently appointed head of interactive, Ed Humphrey, and by Gavin Newman, another recent addition to the company whose previous experience encompasses producing a number of Web sites for Channel 4, including T4 and Slashmusic. Flextech has outsourced Homegrown's technical development to Mobrio, and is in the process of tendering for its design. "Trouble Homegrown represents a step-change in our approach to engaging with the audience--by putting user-generated video at the heart of Trouble, it turns the traditional model of a linear TV channel on its head," Humphrey said in a prepared statement. "We're convinced Trouble's bold step in handing creative freedom to its audience will inspire them to create some amazing content for us to showcase."

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