Duh! Consumer Generated Content!

The NAB and R&R coventions are underway in Dallas. And along with them is the Jacobs Media (programming consultants) annual Summit.

One thing came out of those meetings that was like a slap on my forehead. Hence "Duh!" above.

One of the very hottest topics in the realm of business, particularly as it ties into the new Web 2.0 technologies, is CGC, or Consumer Generated Content, or CGM, Consumer Generated Media or UGC, User Generated Content. In brief, consumers - particularly those who are really involved with a product - often enjoy interacting with, having conversations about, and generating content and new ideas that relate to a product. YouTube is the newest poster child.

What the Jacobs Media Summit reminds us of:

Radio has long known about and enjoyed the benefits of CGC.

1. Requests.

Since the dawn of commercial radio, music enthusiasts (generally very young music enthusiasts) have wanted the ability to tell us which songs they enjoy and ask us to play them again.

2. Countdowns

The "Top 8 at 8" or other "voting" show gives listeners a chance to express themselves and have some small effect on our programming.

3. Call-out

Why do we get so much better response - without paying anybody! - to our appeals for listeners to help us with our programming by participating in call-out music and other surveys? Because they want to participate! True, we don't get the response we used to, but relative to other research efforts we do very well.

4. "Boogie-check"

In Chicago, WLS listeners for years called up John "Records" Landecker to be on-air live and contribute "content" to the show. They were often subjected to abuse and/or hung up on. Even when it was going on, I never really understood why it worked. But the need to interact with the station was there then, and I have no problem believing that the need is still there today.

5. Promotions

Some of the most successful and compelling promostions worked so well because they allowed the listeners to create content.

Highveld, Johannesburg, listeners had to create a rap song and be subjected to it being aired and judged, in order to win tickets to Eminem's movie premiere and a concert in Detroit.

MTV viewers produced and submitted for judging by Madonna a video for one of her new releases.

WLS listeners "sang their way to Hawaii", writing and performing a short song that was supposed to convince the panel of judges that they should be one of those allowed to go along with our afternoon drive team for a one week remote broadcast from Maui.

KZZP Phoenix: Screaming teenage girls could win tickets to a Bon Jovi concert, but only... if they were able to get their mothers to come on the phone and sing the Bon Jovi song selected by the morning show.

6. More?

No doubt, there are many additional possibilities, and new technologies and media keep expanding the number.

Are you thinking about how to get your listeners more involved? Are you focused every day on getting listener feedback?

As programmers, we have amazing tools available. We have no excuse for not being leaders in getting our "customers" involved. How is an iPod going to do that?