February 28, 2007

Platforms for User-Generated Content [7:39 am]

A CBS Take on the YouTube Madness

The CSTV Networks division of the CBS Corporation is starting a campaign today with the theme “Are you fan enough?,” 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 — officially, the men’s basketball tournament of the National Collegiate Athletic Association, which begins on March 15 — 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.

“This campaign is about the voice of the fans,” said Brian T. Bedol, president and chief executive at CSTV Networks in New York. “It says CSTV is a brand that connects college sports fans to their passion.”

America is experiencing the rise of “a video filmmaker culture,” Mr. Bedol said, now that “video cameras are in the hands of millions of everyday citizens in the form of digital cameras, camcorders and cellphones.”

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