ITV4 Taps User-Generated Content for New World Cup-Themed Show
on Interactive TV Today Newsletter, June 16, 2006
ITV4, a digital channel owned by the UK's largest commercial broadcaster, the Independent Television Network (generally referred to in the UK by the acronym, "ITV"), has begun airing a World Cup-themed show that makes heavy use of viewer-generated content. Entitled "World Cuppa" and airing at 10:00PM daily, the show devotes up to half of its airtime to user-generated video which is enabled by an application called coullvloger (branded, for the purposes of the show, "Video Cuppa") from a Bristol, UK-based company called Coull. The application, which viewers can download for free at worldcuppa.itv.com, allows them to edit video from Webcams and camcorders in simple steps, without needing any technical knowledge, and then to upload that video to the site. Viewers can also submit video from 3G mobile phones by dialing a shortcode, and from MMS-enabled mobile phones by dialing a phone number. "World Cuppa" presenters set viewers themed video "tasks," and the best five entries from each day are broadcast on the show; all other viewer-submitted clips are available to view on the site. Viewers are incentivized to contribute video content to the show by the opportunity to win various soccer- themed prizes. "ITV4 launched the initiative to engage viewers as well as maximize viewing figures of the new 'World Cuppa' program," Peter Mossman, head of production for ITV Consumer Interactive, said in a prepared statement. "Football fans are more passionate than ever during the World Cup. We hope that providing them with such an easy way to submit content will fuel the success of 'World Cuppa.' Encouraging viewers to contribute to the program is a terrific way for ITV4 to drive traffic to the Web site, boost viewing figures and test the market for future initiatives."
Coull is providing ITV4 with metrics on usage of the Video Cuppa application. Those metrics include: the number of uploads to the Web site, the amount of time spent on the Web site in general, and the amount of time spent viewing individual clips. The company is also providing end-user registration notes.
ITV4, a digital channel owned by the UK's largest commercial broadcaster, the Independent Television Network (generally referred to in the UK by the acronym, "ITV"), has begun airing a World Cup-themed show that makes heavy use of viewer-generated content. Entitled "World Cuppa" and airing at 10:00PM daily, the show devotes up to half of its airtime to user-generated video which is enabled by an application called coullvloger (branded, for the purposes of the show, "Video Cuppa") from a Bristol, UK-based company called Coull. The application, which viewers can download for free at worldcuppa.itv.com, allows them to edit video from Webcams and camcorders in simple steps, without needing any technical knowledge, and then to upload that video to the site. Viewers can also submit video from 3G mobile phones by dialing a shortcode, and from MMS-enabled mobile phones by dialing a phone number. "World Cuppa" presenters set viewers themed video "tasks," and the best five entries from each day are broadcast on the show; all other viewer-submitted clips are available to view on the site. Viewers are incentivized to contribute video content to the show by the opportunity to win various soccer- themed prizes. "ITV4 launched the initiative to engage viewers as well as maximize viewing figures of the new 'World Cuppa' program," Peter Mossman, head of production for ITV Consumer Interactive, said in a prepared statement. "Football fans are more passionate than ever during the World Cup. We hope that providing them with such an easy way to submit content will fuel the success of 'World Cuppa.' Encouraging viewers to contribute to the program is a terrific way for ITV4 to drive traffic to the Web site, boost viewing figures and test the market for future initiatives."
Coull is providing ITV4 with metrics on usage of the Video Cuppa application. Those metrics include: the number of uploads to the Web site, the amount of time spent on the Web site in general, and the amount of time spent viewing individual clips. The company is also providing end-user registration notes.
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