UK breakfast broadcaster, GMTV (note: the company is 75%-owned by terrestrial broadcaster, ITV, and 25%-owned by the Walt Disney Company), is jumping on the user-generated video bandwagon. The broadcaster has tapped Yomego to provide it with what it describes as an infrastructure that will link mobile, Web and TV and that will support viewer-generated content. Since December 11th, Yomego's blogging platform has been enabling GMTV's estimated six- million-strong audience to participate visually in on-air debates, competitions and other interactive features by uploading videoclips from their desktops and mobile phones: Yomego-built WAP and Web sites allow viewers to upload those videoclips, which can then be broadcast directly on TV. According to the company, these services are being integrated with GMTV's telecommunications partner, Opera, "to maximize the use of shortcodes and existing familiar systems." In addition to showcasing a selection of viewer-submitted video on its flagship TV show, GMTV is making that video available on its Web site and will also make it available on its soon-to-launch mobile site.
GMTV recently used its new UGC capabilities for a promotion in which it invited viewers to submit video Christmas "cards," and hosted those videos on its Web site. The broadcaster says that it will promote the new service extensively on air, and that it will "align the interactive format with specific programs and features within programs." "This is a real advance for mainstream terrestrial TV and we are delighted to have been chosen to work with GMTV to make this happen," Mike Antliff, CEO of Yomego-parent, the DA Group, said in a prepared statement. "There is clear evidence that TV is embracing the opportunities brought by the proliferation of social networking communities. Genuine interactive services like these are increasingly in demand from mainstream broadcasters. GMTV scores another first by integrating user-generated content into its programs and with such a well-defined audience it is easy to see how it will capture people's imagination."
Originally Published: January 2, 2006 in [itvt] Issue 7.12 Part 2
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