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Digital technology has changed the way people consume digital media; anyone can produce content: can be a moviemaker, a blogger or a musician. GenC: the consumers who produce and share their own content. They mix their own music, edit their own videos, and post their photos and comments on the web. What does GenC mean to digital media producers? How do you proactively interact and engage with GenC? This panel discussion will provide an overview of GenC and will also examine the impacts (or not) that digitally minded people have on different industries.