Flextech Taps Mobrio for User-Generated Content Platform
on [itvt] News Blog, May 30, 2006
Flextech, the content arm of UK cable operator, ntl/Telewest (it is the company behind such channels as LIVINGtv, UKTV, Trouble, Bravo UK, Ftn and Challenge), has tapped Mobrio, a company that specializes in online community services, to provide a interactive user-generated content platform, which will be integrated into Flextech's various channel Web sites and which will support shows broadcast on Flextech channels. According to Flextech, the platform can receive, format and present all user-generated content quickly and flexibly, regardless of the type and file format of that content--thus, the company says, it will allow viewers to use their mobile phones and PC's to upload audio and video clips, pictures and text.
Trouble is the first of Flextech's channels to incorporate the new platform, using it as the basis of a service called "Trouble Homegrown": "Mobrio's platform allows us to extend the program experience beyond the normal broadcast remit," Trouble Homegrown producer, Gavin Newman, said in a prepared statement. "We will be able to generate advanced activity around new and old shows alike that traditionally have been hard to creatively enhance due to rights rarely being extended to platforms beyond television. We will also use the new platform to maintain continuity between shows and series by building a sense of participation with viewers and encouraging them to have interaction with each other and the program producers. As well as being an entertaining viral platform in its own right, Homegrown will have very specific incentives: for example, auditioning for the new series of 'Bump n Grind' or the 30-minute weekly 'Homegrown' show which follows later this year, whereby people submit their video clips and the viewers vote for those they wish to see featured on-air."
When viewers submit their content to the Trouble Homegrown site, Mobrio's platform automatically creates an appropriate thumbnail link for the file, and then converts the file into a format that allows it to be automatically streamed to visitors. The creative design for this first deployment of the Mobrio platform was carried out by Holler Digital.
Flextech, the content arm of UK cable operator, ntl/Telewest (it is the company behind such channels as LIVINGtv, UKTV, Trouble, Bravo UK, Ftn and Challenge), has tapped Mobrio, a company that specializes in online community services, to provide a interactive user-generated content platform, which will be integrated into Flextech's various channel Web sites and which will support shows broadcast on Flextech channels. According to Flextech, the platform can receive, format and present all user-generated content quickly and flexibly, regardless of the type and file format of that content--thus, the company says, it will allow viewers to use their mobile phones and PC's to upload audio and video clips, pictures and text.Trouble is the first of Flextech's channels to incorporate the new platform, using it as the basis of a service called "Trouble Homegrown": "Mobrio's platform allows us to extend the program experience beyond the normal broadcast remit," Trouble Homegrown producer, Gavin Newman, said in a prepared statement. "We will be able to generate advanced activity around new and old shows alike that traditionally have been hard to creatively enhance due to rights rarely being extended to platforms beyond television. We will also use the new platform to maintain continuity between shows and series by building a sense of participation with viewers and encouraging them to have interaction with each other and the program producers. As well as being an entertaining viral platform in its own right, Homegrown will have very specific incentives: for example, auditioning for the new series of 'Bump n Grind' or the 30-minute weekly 'Homegrown' show which follows later this year, whereby people submit their video clips and the viewers vote for those they wish to see featured on-air."
When viewers submit their content to the Trouble Homegrown site, Mobrio's platform automatically creates an appropriate thumbnail link for the file, and then converts the file into a format that allows it to be automatically streamed to visitors. The creative design for this first deployment of the Mobrio platform was carried out by Holler Digital.
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