UGC in News

So we‘ve talked user, distributor, content and platforms. Now let‘s talk shop. But this is exactly where the debate deepens. Are the big brands wary of associating themselves with user generated content due to issues of copyright infringement and quality checks?

Yahoo Groups‘ IM Swaminathan is of the opinion that availability of UGC has had a huge impact on advertising and PR with more opportunities for viral marketing. "Bloggers are invited along with traditional media to press conferences and product launches. Marketers are now using them as samplers before launching their product into the market."

But all talks of UGC being advertiser friendly are still premature? The biggest hurdle is the revenue model adopted by mainstream medium. In the case of news and music channels, there are no set remunerations for the content provided. While news content is packaged as ‘social responsibility of citizens‘, music channels are still conducting contests or purely providing a platform for good talent.

In this case, Thakkar tries to explain Sumo.TV‘s revenue model. "In our case its the broadcaster who pays for content. The revenue received from the broadcaster is then shared by all parties involved. Revenue also comes from the mobile downloads, which is where the operator comes in.
What happens in the UK where we have a 24-hour channel is that people send photos and MMS‘ to us, and we aggregate content and choose on the basis of relevance. We then process it - restore it to make it broadcast quality. In fact, we‘re developing our own restoration tool. People then download this content via the mobile, so we need to have proper license in place and contact the user for his content. This way we make sure their IPR is protected."

The company is still looking at television to distribute this user generated content since television in India has a "long tell effect" he says. Thakkar also argues that traditional media like print and television are themselves not very encouraging when it comes to user generated content. "Consumers who have so far had only the option of professionally produced content are neither aware nor proactive about this new genre."

The next wave?

Web 2.0 is a social experiment and like any other experiment it could fail. But it‘s an experiment that has allowed scores of anonymous faces, voices and all kinds of talent to crop up and have their moment in the sun. By extension that also means that a lot of content out there is downright nonsensical. The pay per click or pay per download model would perhaps ensure that a lot of this material is either filtered or relegated to the ‘back pages‘.

Industry watchers however are more optimistic that in the long run there would be a shift from amateur content to professionally generated content. And this is when proper monetary systems would also be put into place.

As this UGC juggernaut rolls on some of the issues that it will have to contend with are - copyright infringement, monetization and multiple platforms. But for now, I am completely immersed in reading up on every blog and site that talks about user generated content. I‘ve also made up my mind to shoot my own short film. Any takers?


Latest Reads
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution
Genpact and BITS partner to build talent in the field of analytics

Genpact (NYSE: G), a global leader in digitally-powered business process management and services, today announced a partnership with premier technical education university Birla Institute of Technology and Science (BITS) for offering training programs in the field of analytics.

Technology Software Middleware

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories