The User Led Disruption: Self-(Re)broadcasting at Justin.tv and Elsewhere

The User-Led Disruption: Self-(Re)broadcasting at Justin.tv and Elsewhere Dr Axel Bruns Senior Lecturer Centre of Excellence for Creative Industries and Innovation Queensland University of Technology Brisbane, Australia snurb.info – produsage.org cci.edu.au

image by E8Club Television’s Gathering Storm?

FAST-TRACKED FROM THE US

( Nielsen Online , 18 Mar. 2008 – figures for Australia)

Net > TV

Net > TV image by LuChOeDu image by BigBlue

FAST-TRACKED BY US

TV Genres

Different developments for different genres:

News live streaming; on-demand bulletins, videos

Drama direct download; legal/illegal torrents; YouTube

Comedy/Satire on-demand streaming; snippets on YouTube

Reality TV live streaming; additional feeds/videos; enhanced Web presence to promote (for-pay) audience participation

Sports Self-rebroadcasting

Sports Television: What to Do?

What not to do:

Punitive measures and DRM have been complete failures

Key issues:

Territorial licencing schemes ineffective for online (re)distribution

Dispersed audiences especially for niche sports – long tail effect

User redistribution indicates strong interest, poor frameworks

Users can cope with foreign commentary, but need live access

Market exists for global live sports streaming services

But need to change territory-by-territory licencing schemes

Viral Marketing Axel Bruns Senior Lecturer ARC Centre of Excellence for Creative Industries and Innovation Creative Industries Faculty Queensland University of Technology Brisbane, Australia Email: [email_address] Blog: http://snurb.info/ Produsage: http://produsage.org/ LinkedIn: http://www.linkedin.com/in/snurb Blogs, Wikipedia, Second Life, and Beyond:From Production to Produsage (Peter Lang, 2008)