Consumer-generated media (CGM) is still a relative newborn and is far from its full potential. The success of YouTube has grabbed hold of the marketer’s attention, even in its nebulous and unformed state. The future of television is neatly entwined with this sudden phenomenon, as Brightcove CEO Jeremy Allaire will tell you.
Allaire is no stranger to the industry, and he shouldn’t be a stranger to you. If you ever used or developed Flash software, then you’ve met him indirectly. Formerly the chief technical officer for Macromedia, which was later acquired by Adobe, Allaire helped evolve the most prolific platform for rich media applications on the Web.
At VON, Allaire speaks not just of Brightcove’s Content Syndication Network, a new publishing platform for accepting consumer-generated video, but also of the future of CGM in general. Allaire says CGM is a precursor to “mass consumer video communications.”
“Consumer-generated media has an opportunity to be aligned with brands and content topics, he said. “Consumers want to participate in communities, which leads to the need to leverage the benefits of editorial review, filtering, and programming.”
This a pragmatic approach to the chief complaint of marketers leery of jumping into the world of CGM, as compelling and pervasive as it may be, because of the inherent lack of control that CGM carries with it.
“It opens up for any website in the world to take advantage of submitted video by consumers relevant to your site,” he said.
Also, “Internet TV needs an affiliate and syndication system because affiliate systems are one of the foundations of Internet business. This could provide new sources of revenue for content producers and websites syndicating the content.”
During limited beta testing, publishers can try it for free.
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