CBC Spynet

This is one of the more memorable initiatives I’ve worked on. A CBC4kids tv/web convergence program. I worked with one of the most flexible, open-minded clients I’ve ever come across.

Interestingly, the term “consumer generated content” did not exist at the time but this is an early example of this very idea. Each week the TV show presented an online mission in which users contributed content. Some of these contributions were included on the TV show.
The process: We delivered several concept sketches to the client based on gadgetry (digital watches and spy devices were a big influence) and an existing stage set for the main interface. Once the concept was chosen we established the look and feel for 8 interactive missions and corresponding stage props. Everything was developed in flash with an xml feed … As you can guess, a lot of folk were involved in pulling it all together. Collin Moock, James Porter, Dondy Razon, Lee Horrocks…

And today? If I was developing this program today I would integrate mobility txt (for shout outs) and an RSS feed potentially. Syndicated content would alert the user to a new clue or mission. Also, users could download the tv episodes to their ipod video or phone so they could catch up on the mission of the week if they missed it on airing.

There are a lot of different tactics available today that could bring this program into 2006. Blogging would be a given and perhaps if the client had an incredible budget, who says this couldn’t turn into a virtual world like Second Life… but now.. that is thinking big.

Here’s another thought.. “how do we monetize this puppy”? Well, you know someone always asks that… Have you heard about marketers placing ads within the gamers world? Yes, a billboard ad within the virtual city… or hey, maybe on the avatar’s skate board.. that’s the kewl avatar the user chose when he entered the virtual world.

Are they crossing the line where consumer generated content is concerned?

If you haven’t heard, lonelygirl15 on Youtube is indeed, NOT THE REAL THING.
In fact, a couple of basement filmakers have created the storylines, whom by the way, claim to be just like the average youtube contributor trying to gain attention. It’s easy to say now but I always thought it seemed pretty clear that this video (one of two that I ever bothered watching and only because of the hype) were a little too polished in comparison to most. Which makes me think that most subscribers must have known it couldn’t be real. Of course, watching a young, beautiful girl hang out is intriguing to a lot of people for many different reasons, (some not so nice).

Anyway, this video is really beautiful and I believe in promoting artists that are truly talented. So, you can safely say that I’m not offended by their tactic and congratulate the “little guy” for gaining national attention… of course I have not seen all of their videos and hope that they never crossed the line with the content.