UGC, Exploitation?

One of the disappointing aspects of broadcasting now is that it no longer enjoys lavish budgets to make programmes.  There are a few high budget productions, but by and large cost cutting is creeping into most areas. 

New technology is seen as a means of reducing the budgets without spoiling the quality. However, there is a fine line between cutting to the bone and killing the animal.  Cost cutting has become a pre-occupation - sometimes even a focus - for some production units.  In former years the focus was much more on the fine details of quality typified in some of the pre-delivery reviews of programmes. In these reviews, every detail, technical and editorial, would be scrutinised.  My impression is that with fewer layers of management and vastly more output, the emphasis now is on speed and volume.

It's clear to me that as the range of media becomes broader and more complex there have to be new ways of acquiring content. The volumes are huge.

Organisations like the BBC, ITV, Current TV, Propeller and many more are pitching for free content produced by willing members of the community.  The motivation for giving their content freely is usually exposure on an important channel.  Many suppliers of free content are operating in areas where budgets are practically  non existent, but where there is usually valuable exposure to raise their profile as producers;  at the very least they do it as an ego boosting exercise.

Broadcasters often talk about their relationship with the public, but I sometimes wonder if it is really a relationship at all.  If the viewer sends in a piece of User Generated Content and the broadcaster shows it, does this constitute a relationship? I don't think so.  I think there needs to be measurable  benefits back to the audience in ways that recognise the respective needs of both parties.

At ITV Local, where I work, we are making a genuine effort to look at the issue of exploitation and work out the nature of the relationship. Much of the media that is generated for ITV Local is done so in the context of an existing relationship with the viewer or group.  Sometimes we will plan a piece of content in advance in ways that respect the particular ambitions of the group or person.  It might be part of a charitable campaign around which we develop a mix of professional and non-professional content, or a student project which is part of a work experience programme and may lead to real employment. Whenever we receive a piece of content we will go to great lengths to credit the provider and inform them of its use on air.

Sounds like I'm taking the high moral ground!  But perhaps we all have a long way to go, and I'm sure the emerging relationship with content providers requires much discussion. (Mark W)