Interview re consumer content on TV

The following is a 2006 interview with Pushkar Sane director of IR Northeast Asia, Starcom MediaVest Group and Sunita Rajan vice president of sales, Asia and Australia, BBC World. The interview talks about how TV content needs to have more consumer content to risk becoming irrelevant. I sourced it via Proquest

DOUBLE STANDARDS
News channels are scrambling to feature more consumer content. But is the industry convinced of the benefits?

Pushkar Sane director of IR Northeast Asia, Starcom MediaVest Group

What do the networks have to gain by featuring consumer content?

Networks gain consumer involvement and rich content. For many years TV was pure monologue... now it is becoming a dialogue between consumers and programme creators. This creates a sense of ownership among the audience.

What opportunities does consumer content give advertisers?

Opportunities are many as long as we don't think of consume- generated content as one more platform to bombard with advertising. For example advertisers can get invaluable insights by observing consumer generated content.They can also create brand advocates by providing a platform for people to create content related to their passions, brands and products.

Is it possible to measure consumer interaction on TV?

Yes it is. Most TV networks are measuring interaction through mobile messaging.email response, web surveys and content posts, and even telecalling. With IPTV,consumer interaction will become even more measurable.

What are the risks associated with consumer content?

There is only one big risk - it is the risk of not participating in consumer generated content because whether we like it or not, consumers are going to talk about brands and products. So it is better to participate in consumer generated content or else we'll not have a chance to tell our side of the story.

Are media agencies tapping into the potential?

It is early days and like any other new phenomenon there is a lot of skepticism. But some forward-thinking agencies are already exploring projects in this area, and collectively we will learn from our success and failure.

Are initiatives like this enough to maintain TVs appeal in the face of similar interactive elements online?

Frankly speaking TV will have to reinvent itself to stay relevant to consumers. It is making TV a hit more interactive and dialogue-oriented hut going forward this will not be enough - mainly because the internet and mobile space is evolving at a rapid speed.

Sunita Rajan vice president of sales, Asia and Australia, BBC World

What do the networks have to gain by featuring consumer content?

There are many benefits to having user-generated content (UGC). During the recent My World Cup on BBC World, hundreds of people around the globe were able to contribute their thoughts, views, experiences and pictures to the eclectic blend of media, providing a richer mix of content and helping to increase viewer loyalty.

What opportunities does consumer content give advertisers?

UGC gives advertisers a fantastic opportunity to interact with viewers and get closer to the channel's audience. BBC World offered sponsorship packages with interactive options such as My World Cup, that allow advertisers and the network to form a deeper relationship with viewers and strengthen their brand association.

Is it possible to measure consumer interaction on TV?

Yes, mainstream channels have tools for measuring response to text messaging and call lines on competitions. In Asia, research companies are investigating ways of fusing data with current people-meter methodologies.

What are the risks associated with consumer content?

The biggest risk is being unsure of the veracity of the material submitted, the accuracy, truth or balance of any assertions made and technical quality could be sub-standard. This can cause viewers to question the professionalism and integrity of the content.

Are media agencies tapping into the potential?

Agencies are always looking for new ways to develop their clients' relationship with audiences and, along with the media owners, are pushing for more innovative ways to build their clients brands.

Are initiatives like this enough to maintain TVs appeal in the face of similar interactive elements online?

This remains to be seen. However, by not being involved with UGC there is a great danger for any broadcaster to succumb to increased irrelevance and eventual demise. You cannot ignore the interests,needs and demands of today's audience,and our task as broadcasters is to meet those demands.

Reference: Consumer-generated content on TV: hype or here to stay?Anonymous. Media. Hong Kong: Aug 11, 2006. pg. 14, 1 pgs