This document summarizes Jonathon Hutchinson's presentation on using social TV to bolster communication and inclusion for public service media. It discusses how social TV allows for interactions between viewers and characters during shows through second screens. However, user-created content through social TV is problematic and risks exploiting free labor. The document also examines the ABC's #7DaysLater program which develops comedy through interactive storytelling directed by social media users. It concludes that cultural intermediation is crucial for public service media to facilitate inclusion through social TV and prevent marginalization.

1. Bolstering Communication for
Inclusion in Public Service
Media With Social TV: Online
Governance and Social Media
Jonathon Hutchinson, University of Sydney
@dhutchman
Australia and New Zealand Communication Association (ANZCA), Melbourne 2014

5. “radical decentralization, radical trust, participation
instead of publishing, users as contributors, rich user
experience, the long tail, the web as a platform, control
over one’s own data, remixing data, collective
intelligence, attitudes, better software by more users,
play, undetermined user behaviour”
(Fuchs, 2014: 32)

6. exploitation of free labour (Terranova, 2004),
blogging as a practice is cynical and narcissistic (Lovink, 2008)
Web 2.0 users are more passive users
than active creators
(van Dijck, 2009) social media
manipulates and
constructs social
connections (van Dijck,
2013)

7. Social TV
“the interactions among other viewers and
between viewers, the characters, and the
producers of the show enabled by the
‘second-screen’ practice”
(Giglietto and Selva, 2014: 260)

8. Social TV
“a metaphorical ‘watercooler’ in the
cloud, but one where the watercooler
conversations take place instantly, rather
than at work the following morning”
(Harrington et al. 2013: 405)

9. Image: ABC, CC BY NC

10. “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)

11. “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

12. “Communications Minister
Stephen Conroy has also
announced the ABC and SBS
charters will be updated to
take into account their online
and digital content.”
http://www.abc.net.au/news/2013-03-12/conroy-announces-media-reforms/4567550

13. #7DaysLater is a program “…
taking comedy to the scary
arena of interactive
storytelling where the
audience gets to write the
brief via social media for each
weekly episode that will air
just seven days later on ABC2”
(ABC, 2013).

14. Challenges
Opportuniti
es
The Audience
Visibility
Cut Through
Growing Digital
Experiment
Think Titles
Invest in up & coming
talent
Richard Huddleston
Supervising Executive Producer, ABC TV

15. The Work
Pipeline

17. 1.@7DaysLaterTV
2.@Daley_Pearson
3.@HarrisonTheFan
4.@MWhalan
5.@henry_and_aaron
6.@bajopants
7.@ABC2
8.@WASHINGTONx
9.@JordanRasko
10. @tomandalex
1.#7DaysLater
2.#qanda
3.#ZandA
4.#spooky
5.#Animation
6.#FlightoftheConchords
7.#Western
8.#Hawaii
9.#ggtv
10. #zombie

18. “I felt in the early shows the whole 'collaborative' thing was a
bit of a fraud, a front for the strongly pre-conceived ideas of
the writers and performers on '7DayLater.' Sort of choosing
the tablecloths while the captain steered the ship. I saw
many, many suggestions that were never used. Later I
noticed a big shift where the '7DaysLater' realised the real
power of crowdsourcing, though it rather felt the template of
each show had been pre-produced well in advance. Maybe
they did throw it all together from scratch but I wonder.”
@MWhalan

19. “I eventually want to end up writing
and producing for film and television
and thought this would be just a good
experience to start with. I mainly have
a background in writing and directing
for theatre and handling social media
(as a job), so this was the perfect
crossover.”
@HarrisonThe Fan

21. Cultural Intermediation is crucial in facilitating
non-marginalisation
PSM requires an awareness of this
additional role
within Social TV for PSM
UCC through Social TV
is problematic

22. Jonathon Hutchinson
jonathon.hutchinson@sydney.edu.au