Measuring Social TV: How Social Media Co-Creation is Expanding Participation in

Public Service Screen Production

Dr Jonathon Hutchinson, University of SydneyMr Richard Huddleston, ABC

thevortex.it

“a descriptive term that highlights the ways that users or consumers, within the constraints and affordances of platforms provided by others, collectively contribute to the social, cultural and economic value of the media products and experiences associated with those platforms; and likewise, it indicates the ways in which platform providers (however imperfectly) integrate user-participation into their own models of production”

Co-creation is...

Burgess and Banks (2010: 298)

“the process in which both parties systematically interact, learn, share

information and integrate resources to jointly create value. Co-creation reduces

research and development costs, increases product relevance and performance, and opens up new

markets”

van Dijk, Antonides, Schillewaert 2014

Image: ABC, CC BY NC

“the application of the principles of universality of availability, universality of appeal, provision for minorities, education of the public, distance from vested interests, quality programming standards, program maker independence, fostering of the public sphere”

PSB Reithian values:

(Cunningham, 2013: 62)

“it is better to understand the ABC and SBS as public service media organizations,

rather than public service broadcasters”

“The ABC and SBS have the potential to be content innovators in the provision of news and information in the ways that utilise UCC (user-created content) strategies”

Flew et al., 2008: 2

“moves the sector [forward] from Reithian justifications of normative market shaping to a more nimble, facilitative role of performing experimental R&D for the system – a very recognisable role for the public sector from an innovation perspective”

Distinctive innovation

Cunningham, 2013: 95

abc.net.au/pool

abc.net.au/open

Richard Huddleston

Supervising Executive ProducerEntertainment and Development

ABC Television

Challenges

The AudienceVisibility

Cut ThroughGrowing Digital

Opportunities

ExperimentThink TitlesInvest

Why #7DaysLater?

Risk FactorStrong USP

CastLudo Studios

New Research Methodologies

The Work Pipeline

Jonathon Hutchinsonjonathon.hutchinson@sydney.edu.au

Richard Huddlestonrichard.huddleston@abc.net.au

Thank You