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From UGC to TV: users’ creativity and copyright. Mediaset’s 16mm experience 5652

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From UGC to TV: users’ creativity and

copyright. Mediaset’s 16mm experience

5652

Main IssuesMain Issues

• 16mm.it

• Video example

• User: actor/videomaker/author• User: actor/videomaker/author

• Case history: Freaks the series

16mm.it 16mm.it : : Mediaset’sMediaset’s UGC UGC platformplatform

The platform UGC 16mm.it originated from the need to communicate and engage with The platform UGC 16mm.it originated from the need to communicate and engage with

Mediaset’s audience.

It enables users to showcase their talent and eventually go on TV.

It’s one of the social tools that Mediaset makes available in its TV programmes.

It’s a natural evolution in the users’ engagement: from sending video tapes by postal

service to uploading videos in a platform directly accessible by Mediaset’s TV editorial service to uploading videos in a platform directly accessible by Mediaset’s TV editorial

staff.

16mm.it Project16mm.it Project

16mm.it collects and shares videos in a way

similar to many other platforms on the similar to many other platforms on the

web.

User’s video collecting happens in two

ways: simply by sending the content, or

through a contest or a call to action in order

to challenge users on specific issues.

Calls to action range from artistic Calls to action range from artistic

performance to the demand of short

movies, but also casting and real TV.

16mm.it Mission16mm.it Mission

16mm.it offers its users the opportunity to send

their videos to be broadcast on TV:

calls to action are proposed on the site as an

invitation to take part to TV programmes,

contribute to specific channels and special

events.

16mm.it 16mm.it RulesRules1.1. Respect copyright. Do not put clips of films, TV programs, Respect copyright. Do not put clips of films, TV programs, sport sport

events or any other image you have not produced yourself. If events or any other image you have not produced yourself. If

you do, we shall NOT publish it.you do, we shall NOT publish it.

2.2. Do not put nonDo not put non--original materials into your video. All content original materials into your video. All content

must derive exclusively from your own idea. If you do not, we must derive exclusively from your own idea. If you do not, we

shall NOT publish it.shall NOT publish it.

3.3. Do not put advertising or promotional content of any type into Do not put advertising or promotional content of any type into 3.3. Do not put advertising or promotional content of any type into Do not put advertising or promotional content of any type into

your video. If you do, we shall NOT publish it.your video. If you do, we shall NOT publish it.

4.4. Do not put anything vulgar and/or obscene into your video, or use offensive and/or coarse language. If you do, Do not put anything vulgar and/or obscene into your video, or use offensive and/or coarse language. If you do,

we shall NOT publish it.we shall NOT publish it.

5.5. Minors must NEVER be filmed in your video. If they are, WE SHALL NOT PUBLISH the video.Minors must NEVER be filmed in your video. If they are, WE SHALL NOT PUBLISH the video.

6.6. Do not infringe thirdDo not infringe third--party rights. Do not use the video to libel or disparage other persons, public or private party rights. Do not use the video to libel or disparage other persons, public or private

figures, with either language or content. If you do, we shall NOT publish it.figures, with either language or content. If you do, we shall NOT publish it.

7.7. In no circumstance In no circumstance should should you use your video to infringe other persons’ privacy. Obtain the consent from you use your video to infringe other persons’ privacy. Obtain the consent from 7.7. In no circumstance In no circumstance should should you use your video to infringe other persons’ privacy. Obtain the consent from you use your video to infringe other persons’ privacy. Obtain the consent from

whoever you film. If you do not, we shall NOT publish it.whoever you film. If you do not, we shall NOT publish it.

8.8. Shoot your video in places where filming is not forbidden.Shoot your video in places where filming is not forbidden.

9.9. Remember that 16mm has the right to use the material that you sent at its own discretion either Remember that 16mm has the right to use the material that you sent at its own discretion either on on its its

website or on TV.website or on TV.

10.10. Remember that 16mm can exercise the right to decide whether to publish the material sent by users at Remember that 16mm can exercise the right to decide whether to publish the material sent by users at its own its own

discretion.discretion.

16mm.it 16mm.it ModerationModeration

In order to control compliance with the

site rules, all content files uploaded to

16mm.it are moderated before

publication: video, images, texts (titles,

descriptions, comments).

16mm.it 16mm.it ExperienceExperience

The online experience of 16mm.it offered meaningful insights on user behavior in

response to our editorial strategy.response to our editorial strategy.

As expected, most users want to reach TV exposure from their web streaming

contribution and show a very strong participation when call to action cames from a

TV programme.

Users do not want their creativity to be constraint and prefer to be involved in

initiatives where they are free to express themselves.

They do not have a particular interest regarding the opportunity to use materials to They do not have a particular interest regarding the opportunity to use materials to

support their production provided by 16mm.it (music and video licensed by

Mediaset/RTI).

Comparing 16mm.it and other UGC sites, we

noticed that there is an ongoing evolution of

the UGC experience.

User: actor/videomaker/author

Easy access to technology, virtual

socialization and greater video culture are

transforming the user from a beginner

filmmaker into an evolved video maker and

producer.

Through trials and errors, passion and skills, Through trials and errors, passion and skills,

users show a strong attitude towards the

production of original video content,

sometimes of remarkable quality.

User: actor/videomaker/author

Collaborative processes – known as

crowdfunding and crowdsourcing - are highly crowdfunding and crowdsourcing - are highly

facilitating this evolution.

Users have found a way to collect funds for

the development of their works by

donations from other users.

The contribution often consists of experience

and skills that users put together to produce

original works.

Vlogger: Nonapritequestotubo

Director & Screenwriter

Freaks is an Italian web series.

Vlogger: Willwoosh

Screenwriter & ActorActress:

Ilaria Giachi

Case history: Freaks the series

Freaks is an Italian web series.

It’s an example of a collaborative

process. Some youtubers (vloggers &

film makers), actors and musicians

have put their talents and a small

budget together to produce a mini-Singer The Electric Diorama

Vlogger: Cicciasan

Actress

blockbuster.

Season 1 had about 8 mln views.

Vlogger: Canesecco

Director & Editor

Singer: About Wayne

Actor

Singer The Electric Diorama

Actor

The success was so great that they

produced a second season.

Case history: Freaks the series

produced a second season.

In addition to the channel on YouTube,

the official website of the series was

launched.

Several social activities created to

engage the public were published on

the web site, also thanks to important

sponsors and technical partners.

Our experience shows that it is possible

to carry out production of original UGC

Conclusions

to carry out production of original UGC

in compliance with the existing

regulatory framework and market

practices. Last but not least, successful

user-created works inevitably end-up

seeking copyright protection as a mean

to break even and have a return on the to break even and have a return on the

intellectual and financial investments

made.