MTV Taps into Consumer-Generated Media

We've gone from "I want my MTV," to "I want my CGM" (you're old(er) if you get that reference, btw). The trend gurus at PSFK bring us a cool new example of CGM.

mtvU is trying to harness consumer-generated media with its new mtvU Uber. According to the buzzword-laden news release:

As part of MTV's 24-hour college network, mtvU Uber is available through non-stop streaming video and on-demand, enabling viewers to customize their experience.

mtvU's on-air programming is currently seen on over 730 campuses and will now be available to everyone via mtvU Uber. It will also showcase a powerful line-up of original programming driven by new music, short-form series, and the best student-produced short films, music videos, animation and webisodes.

”We are handing over an entire channel online to college students and everyone who wants new music," said Stephen Friedman, GM, mtvU.”

Submissions are already being accepted and could prove to become an interesting resource in the creative talent market. Tip to ad agencies, Hollywood and other creative service firms, your next co-op, intern or employee may be on mtvU Uber.

UPDATE: MTV just acquired IFILM. This is big for mtvu Uber. IFILM is a great distribution channel for CGM. It's surprising MTV hasn't done something like this already and created their version of the Sundance Channel, focusing on garage bands, unsigned acts and the like. This purchase means MTV could become the first media outlet to do more than simply play with CGM but really wrap it into its offering. Read: make money off it.

tags: marketing, blog, MTV, consumer-generated media, IFILM

Comments

[Jeremy Pepper]

Sucker's bet, but I bet it does better than Gore's Current TV.

[Stefan Engeseth]

If consumers don’t see them self they wont use TV ore the mirror and MTV likes to be ONE with thire consumers and function like a mirror.