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.
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