The CSTV Networks division of the CBS Corporation is starting a campaign today with the theme â€œAre you fan enough?,â€ inviting viewers to upload the do-it-yourself video clips to a community section of the CSTV Web site (cstv.com/postup). The campaign will appear on CSTV and cstv.com all during March Madness â€” officially, the menâ€™s basketball tournament of the National Collegiate Athletic Association, which begins on March 15 â€” and will end after the championship game is played in Atlanta on April 2.
The campaign represents the largest effort to date by CSTV to take part in a popular trend known as user-generated content, which seeks to capitalize on the eagerness of younger consumers to produce and share video clips on Web sites like MySpace and YouTube.
â€œThis campaign is about the voice of the fans,â€ said Brian T. Bedol, president and chief executive at CSTV Networks in New York. â€œIt says CSTV is a brand that connects college sports fans to their passion.â€
America is experiencing the rise of â€œa video filmmaker culture,â€ Mr. Bedol said, now that â€œvideo cameras are in the hands of millions of everyday citizens in the form of digital cameras, camcorders and cellphones.â€