The document discusses how social media co-creation enhances participation in public service media production by allowing users to collaboratively contribute to content. It highlights the importance of public service values and the potential of organizations like ABC and SBS to innovate by integrating user-created content in their programming. Furthermore, it emphasizes the shift towards a more experimental and adaptive role for public media in leveraging digital opportunities.

1. Measuring Social TV: How Social
Media Co-Creation is Expanding
Participation in Public Service
Screen Production
Dr Jonathon Hutchinson, University of Sydney
Mr Richard Huddleston, ABC

2. thevortex.it

4. “a descriptive term that highlights
the ways that users or consumers,
within the constraints and
affordances of platforms provided by
others, collectively contribute to the
social, cultural and economic value of
the media products and experiences
associated with those platforms; and
likewise, it indicates the ways in
which platform providers (however
imperfectly) integrate user-
participation into their own models
of production”
Co-creation is...
Burgess and Banks (2010: 298)

5. “the process in which both parties
systematically interact, learn, share
information and integrate resources to
jointly create value. Co-creation reduces
research and development costs, increases
product relevance and performance, and
opens up new markets”
van Dijk, Antonides, Schillewaert 2014

6. Image: ABC, CC BY NC

7. “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)

8. “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

9. “moves the sector [forward] from
Reithian justifications of
normative market shaping to a
more nimble, facilitative role of
performing experimental R&D for
the system – a very recognisable
role for the public sector from an
innovation perspective”
Distinctive innovation
Cunningham, 2013: 95

10. abc.net.au/pool

11. abc.net.au/open

12. Richard
HuddlestonSupervising Executive Producer
Entertainment and Development
ABC Television

13. Challenges
The Audience
Visibility
Cut Through
Growing Digital

14. Opportunities
Experiment
Think Titles
Invest

15. Why #7DaysLater?
Risk Factor
Strong USP
Cast
Ludo Studios

19. New Research
Methodologies

20. The Work
Pipeline

22. Jonathon Hutchinson
jonathon.hutchinson@sydney.edu.au
Richard Huddleston
richard.huddleston@abc.net.au
Thank You