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Q: How are TV/radio stations reaching out to "media makers"? ( Answered 5 out of 5 stars,   1 Comment )
Subject: How are TV/radio stations reaching out to "media makers"?
Category: Business and Money
Asked by: rservice-ga
List Price: $200.00
Posted: 09 Jun 2006 18:32 PDT
Expires: 09 Jul 2006 18:32 PDT
Question ID: 736861
How are commercial television and radio stations reaching out to
"media makers" -- i.e. people who are using today's new tools like
podcasting, blogging, Photoshop, iMovie, etc. to make their own media.
Are any TV or radio stations actively encouraging people to submit
this content so they can use the content on-air?

I am trying to make a case that there are new emerging groups of media
consumers, and that broadcasters need to "think outside the box"
(sorry) to
reach them more effectively.

So -- I need you to find three or four case studies (from anywhere in
the world) where radio and TV stations have tried to reach the above
group of people. And a sense of how the results have been (i.e. what
have they learned from their experience?)

It's okay if one of these attempts/case studies shows a station or
network which failed dismally -- in fact, that's often more
instructive. It's important to know WHY it failed or WHY it succeeded,

These case studies should, IF POSSIBLE, be of commercial/private
broadcasters -- the audience for this research will be private
broadcasters and their advertisers.

    Deadline for this is tight: I need the info by Saturday (tomorrow) at
    noon Pacific time.

Clarification of Question by rservice-ga on 09 Jun 2006 21:17 PDT
Please see for
an example of the format I'd like you to use for the results. I think
you'll find it should make your task much easier.

In the case studies, I'd be looking for about 3-4 paras of info.

Clarification of Question by rservice-ga on 10 Jun 2006 10:42 PDT
I am able to extend this deadline to 5:00 p.m. Pacific time today
(Saturday, June 10).
Subject: Re: How are TV/radio stations reaching out to "media makers"?
Answered By: bobbie7-ga on 10 Jun 2006 14:46 PDT
Rated:5 out of 5 stars
Hello Jhabley,

?Are any TV or radio stations actively encouraging people to submit
this content so they can use the content on-air??


San Francsico's 1550 KYCY AM Radio Station Will Run on Podcasts
Submitted by Listeners

Infinity is one of the largest radio operators in America, with over
183 stations in top fifty U.S. markets.

?Joel Hollander, Chairman and Chief Executive Officer of Infinity
Broadcasting announced early this morning that the company is going to
try an experiment with one of its less profitable radio stations, San
Francsico's 1550 KYCY AM.?

?Infinity plans to program it exclusively with content submitted by
podcasters and call it 1550 KYOURADIO. The station will stream the
same contents online as it broadcasts locally on AM in San Francisco.?

"We envision KYOURADIO not only as a place to hear a fresh and new
perspective created from the outside," said Hollander, "but an outlet
with which to foster the creativity of undiscovered talent from all
walks of life.",1759,1790184,00.asp,1895,1790149,00.asp

From KYOURadio's website: 

?We envision KYOURADIO as a station for the people. We think you have
something to say and we want to hear it. You're out there creating,
riffing, ranting and raving and Infinity is going to give voice to
your vision. In fact, we want to share it with the world. KYOURADIO
will no doubt evolve over time, but our intention is to make the
experience as real as possible. Input from the world at large will
provide lots of inspiration and plenty of constructive criticism."

?Infinity plans to convert San Francisco's 1550 KYCY, an AM station,
to listener-submitted content. The station, previously devoted to a
talk-radio format, will be renamed KYOURadio. ?

Infinity Broadcasting CEO Joel Hollander said:

 "We're creating a new way to let a lot of people participate
personally in radio -- sharing their feelings on music, news,
politics, whatever matters to them.?

?In addition to the newfound reach promised by radio broadcast,
podcasters may be free to include in their podcasts some music from
major record labels.?

?The company said it plans to cover the cost of music-licensing fees,
which are prohibitively high for most individuals.?

?In part because of licensing requirements, which usually cover only
broadcast and streaming, the company has no plans to provide
downloadable program archives.?
Wired News,1412,67344,00.html

How it works

?Listeners will upload podcasts they create on any topic to a website
being launched exclusively for the venture From
there, Infinity will review and select which programs to air on the
station, with programming guided by listener interests and feedback.
Additionally, the station's programming will be streamed on the

?Edison Media Research conducts survey research and provides strategic
information to radio stations, television stations, Internet
companies, newspapers, cable networks, record labels and other media

?Tom Webster is a Vice President of Edison Media Research with almost
15 years of experience in media research, marketing strategy and
product development. Webster?s duties at Edison include radio
research, strategic development, and also leading Edison?s talent
research efforts. An expert in music and radio research techniques,
Webster has directed hundreds of studies for some of the most
listened-to radio stations in the world.?

Tom Websters views on KYOU Radio, San Francisco's Podcast Format 

?Like a public radio station, KYOU features a mix of music programs,
fine arts, opinion pieces and even old-fashioned variety shows. The
best of these can compete with anything public radio has to offer,
while the worst of these are indescribable.?

?The station is tied squarely to its web site, where would-be
broadcasters can sign up and submit their homebrew efforts for future

?The web site was problematic; at the time I sampled the station, the
online schedule was actually inoperative. Even worse, the site?s
player uses ActiveX controls that work great with Internet Explorer,
but not with Firefox.?

?? the biggest strategic challenge for this fledgling format. The
mainstream radio listener can generally count on their favorite
station to please them most of the time, if not with this song, with
the next one. Non-mainstream radio listeners are not so easily
pleased. With RSS newsreaders pulling in only the blog posts they want
to read, when they want to read them, and their TiVOs taping only the
shows they want to watch, when they want to watch them, these
tech-savvy individuals took matters into their own hands. In fact,
some of these became so exercised about the lack of on-demand radio
content that they developed?podcasting.?

Read the full text here:


USA Networks

USA Networks is inviting people to upload material about themselves in
videos that "could make it from the computer screen to the big


?There?s a character in all of us. Upload your own videos, photos and
profile, and meet other characters."

At USA Network, characters are welcome
?USA has created a community where characters from across the country
can come together. You are invited to become a member and upload your
videos, photos and profile. You can share your hidden talent, a
celebrity impersonation, or a revealing glimpse into your life.?

Hoping to build interactive relationships with consumers: 

?USA Network. The cable channel last year adopted the theme
"Characters Welcome" to highlight notable or quirky characters in its
series such as Monk.?

?At its site, USA created a community where people can chat and share
videos, photos and profiles. A recent contest asked people to show
what "characters" they are.

Through Friday, viewers could upload videos of their quirky talents,
such as solving a Rubik's Cube blindfolded. The winner will get to
make a USA Network commercial and star in an online series.?

"We wanted to create a network of characters on air and put a face on
the viewer. ... No other network is allowing viewers to be a part of
the brand," says Chris McCumber, senior vice president, marketing.?

USA Network says its site is the only network allowing viewers to be
part of its brand.

USA TODAY: May 22, 2006


Current TV

Current TV, an independent television network that focuses on
viewer-created content.

?It's all directed at a generation that thinks nothing of plugging
into more than one media outlet at once.?

?The new network, planned for an Aug. 1 premiere, will enable Internet
users to send video content through the online system "to help us make
the viewer-created content that will be a large and growing part of
what we put on the air."

Current TV

?The network features various "pod" segments. These "pod" segments are
videos between 5 seconds and 15 minutes, and are designed by the
network's viewers. Viewers are able to pick their favorite videos and
get instructions on the Internet on how to construct and submit their
own segments. Current calls such user generated content Viewer Created
Content, or VC2 (VC-squared). The channel has exclusive rights over
viewer-submitted segments, which was a change from the original policy
of the creator retaining rights to the content.?

Indiana University 
?Current TV? Research 


?Current is about what's going on: stories from the real world, told by you.?

?We slice our schedule into short segments that we call "pods" -- each
just a few minutes long. You'll see profiles of interesting people on
the rise, intelligence on trends as they spring up around us, and
international news from new perspectives. And much of it comes
straight from you.
We call it viewer-created content, or VC2. Right now, VC2 makes up
about a third of our channel -- and that share is growing.?

How it works

?Anyone who wants to contribute can upload a video. Then, everyone in
the Current online community votes for what should be on TV. You can
join in at either stage -- watch & vote or create & upload. (We've
also got online training to help you get the skills you need to make

Read the rest of the Indiana University research study here:

?Current is using the Internet to make its viewers a meaningful part
of the TV channel. More than 30% of the segments on Current are
produced by amateurs and are sent in through the website.

Here's how the system works: Anyone can use a digital video camcorder
to create a five-minute story ? or "pod" in the Current lingo ? and
upload it to Then the site's users view the pods and
vote on them. The pods that rise to the top ? a sliver of the number
sent in ? are considered for the Current TV channel.

Before launch, Current executives thought they'd be lucky to get
enough good-quality content from viewers to fill maybe 5% of airtime,
says Joanna Drake Earl, who runs Current's Web operations. But they
were amazed at what came in. "It looks and feels different, but we
love the rawness," she says.?

USA Today

From an interview with Joel Hyatt chief executive of Current TV:

 ?Current seeks to reach people between the ages of 18 and 34. About
one-third of its content is created by its viewers, in the form of 3-
to 10-minute clips.?

?It is a television concept premised on viewer-created content. We
have unleashed the creativity of a young adult audience and empowered
them to help contribute to the creation of the television they watch.
They can do that by producing content and submitting it to us.?

?We pay if you get on the air. It tends to range from $250 to $1,000.? 

?Q: Do you run the footage raw? Unedited? 

A: No, we will edit. We will suggest to the viewer-creator ways to
edit it. We'll get permission if we edit it for them. It doesn't very
often go from contributor to viewer. There's a lot of value added in
the middle.?

Current TV: Off the Record

Current TV Backgrounder

?Many critics have applauded it as a good idea, but think Current
really ought to exist as a streaming media portal on the net rather
than as broadcast TV, which brings with it a host of [perhaps
insurmountable] legal and generic constraints. For most of us, Current
TV is an interesting new idea that we have never actually been able to
watch since many cable franchises don't put the station in their

?Current TV programming jumps abruptly from topic to topic, with a hip
looking presenter in Los Angeles introducing each video. Most ?pods,?
as the network calls them, last between two and eight minutes, which
makes them substantially longer than most stories on network or cable

?It's the closest thing to the Internet that's on TV, and vice versa?

?The concept behind the network, harnessing user-provided content, is
also at the core of some of the hottest new Internet ventures, such as
the youth-oriented social site MySpace and the photo-sharing site

?Asked about the company's finances, the network spokesman, Mr. Dolan,
said, ?We're very happy with our performance.? He declined to say how
long the company can go without making a profit. [...] The bulk of
Current TV's potential audience comes from DirecTV, which makes the
network available to all 15.1 million American subscribers.?

Is Anybody Watching? Gore' Current TV

?Comcast offers Current on its Channel 125. But it is available only
to subscribers who purchase the cable company's most expensive tier of
digital programming. And that places it out of reach for many in the
18- to 34-year-old demographic that Current seeks to woo.?

?Six months into Al Gore's experiment to turn twentysomethings into TV
news junkies, the former vice president's San Francisco-based cable
channel -- Current TV -- appears to have hit a snag. Prospective
viewers, even those who've heard of the youth-oriented news and
information channel, are having a hard time finding it on cable
systems, either because cable providers aren't carrying Current or
because they've relegated it to more expensive -- and therefore less
purchased -- cable packages.?

Is Anybody Watching? [Gore' Current TV]
Free Republic: February 8, 2006 |

Gore TV: Audience Still Small

According to Joel Hyatt, Current TV's CEO, the network will ultimately
need 50 million subscribers to survive.

?To capture the younger viewers it targets, Current has been
experimenting with some raunchy fare. In a segment titled "Hooking
Up," women loosened up by tequila suck on lollipops as they muse about
their sex lives.?

?One recent segment included a photo of sex toys.?


?To attract new talent, Current has been visiting public venues such
as clubs, film festivals and concerts in major cities around the
country. At one such event recently, the Big Apple Film Festival in
New York, representatives circulated through a crowd leaving a movie,
handing out fliers and directing people to a Current van parked
outside where more information was available. On this particular
night, it was too cold for more than a handful of people to stop by.?

?Contributors needn't be viewers. Mr. Nemoyten, the college student
who profiled a rock band, doesn't even have cable and learned about
Current this year in part from an ad posted on the Internet announcing
a contest for the best five-minute video. The prize: a $3,000 budget
to produce segments to air on Current.?

WSJ: Made-by-Viewers TV

Current is available to subscribers of DirecTV, Time Warner Digital
and Comcast. By June 1, the network will be in 28 million homes, a
spokeswoman said.

?User-generated content is sort of the word of the day," said Anne
Zehren, the president of sales and marketing for Current TV, which was
started last August. "And I think smart marketers will start
harnessing that."

?Current relies on user-generated content for roughly one-third of its
programming, from fashion features to foreign documentaries. The
network operates under the theory that its programming will be more
relevant if its audience, primarily 18- to 34-year-olds, have a voice
in creating it. If the audience is interested, there is less of a risk
that they will tune out in favor of other entertainment like the
Internet and video games.?

?User-generated content owes part of its popularity to the younger age
group's increasing agility at working with video and audio tools at
home to mimic what television studios and advertising agencies do for
hefty fees.?

New York Times: May 2006


Varsity TV

"Varsity TV is the only network that showcases user created content
from teens and high schools along side professionally produced teen
programming. Varsity TV?s programming includes student films,
animations, music videos, documentaries, sports shows and comedies."

?Billed as "a network exclusively by, for and about teen life," VTV is
reaching for America's 36 million teens on several media platforms.?

?But the key to Varsity Television's appeal is its reservoir of shows
from do-it-yourselfers at 1,900-and-counting affiliate high schools.?

?During its first three years, has streamed more than 20,000
teen-created videos in a growing library that includes news, sports,
music, drama and a remarkable trove of animation.?

"We're a reflecting pool for what's going on in their lives," Shults says. 

CBS News

?VTV is a 24-hour network focused on teenagers, attempting to fill the
programming gap between Nickelodeon and MTV by showing teen-created
content from 2500 affiliate high schools nationwide.?

Varsity TV

?As the only 24-hour network dedicated exclusively to teenagers,
Varsity TV delivers programming produced by, for and about teens."
?Varsity TV's programming features teen-created and professionally
produced sports series, reality shows, dramas, comedies, music shows,
animation and films.?

Varsity TV launches on Verizon FiOS

?Varsity Media Group last week launched Varsity TV on Verizon's FiOS
TV fiber-optic video service. Varsity TV will be carried in FiOS TV's
Expanded Basic package on channel 220 in current and future FiOS TV
markets. FiOS TV is currently available in California, North Texas,
Virginia, Florida, Massachusetts and New York.?

Broadcast Engineering: February 2006


Search terms used: 
TV stations OR networks
Radio stations
User submitted content 
videos podcasts OR podcastiing
media makers

I hope the information provided is helpful!

Best regards,
rservice-ga rated this answer:5 out of 5 stars and gave an additional tip of: $100.00
Great to work with you again, Bobbie7.  :-)  I may have some
clarification questions in the next couple of hours but this looks
great. As always, great in-depth research.

Subject: Re: How are TV/radio stations reaching out to "media makers"?
From: bobbie7-ga on 10 Jun 2006 23:34 PDT
Dear Jhabley,

Thank you for the five star rating and very generous tip!
I really appreciate it.


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