Product category:
Web design and development
News Release from: Twentysix (London and Leeds) | Subject: MyTV.com
Edited by the Marketingservicestalk Editorial
Team on 21 June 2007
MyMTV.com opens up digital libraries to
Web 2.0
A creative web-based package commended at this year's MipTV Content 360 International Digital Pitching Competition allows digital library owners to reinvent themselves as Web 2.0 communities.
The package beat 44 entries from 18 countries to secure a top three place at this year's MipTV Content 360 International Digital Pitching Competition and offers digital library owners the opportunity to reinvent themselves as Web 2.0 communities Twentysix London's concept, dubbed MyTV.com, was a finalist in this year's Cross Media Festival competition, part of the Cannes Festival, which attracts the best cross-platform creative concepts on the planet from the world's top digital agencies
This article was originally published on Marketingservicestalk on 27 Feb 2008 at 8.00am (UK)
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"Though entered as a TV format, the brilliance of the package is that it can be used with any kind of digital content, including songs, videos, photographs, films, audio - and transforms libraries into vibrant interactive communities," explained creative director Matt Maxwell, who led the twentysix London team in the creation of the software.
"It allows users to become broadcasters - creating their own channels from the content available and sharing them with other users.
"This provokes more interaction: reviewing and rating, discussion and debate, allowing communities to grow up around the content and to gather around existing communities.
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"Users are able to refine and review their searches, narrowing them down to just the content they want to see.
"Content can be added or removed, ordered and reordered, giving users total control over what plays and when," added Maxwell.
The idea was entered in the On-Demand participation category of the 2007 MipTV which is supported by BBC UK and the Korean Broadcasting Corporation.
"MyTV.com was aimed at the BBC, giving it a way to reinvent its many thousands of hours of programming by allowing users to create their own BBC TV channels.
"They select from archives by topic or theme or keyword and schedule and organise their chosen content the way they want, just as today they can create iPod playlists or set up online radio stations.
"It's YouTube but with quality content people want to watch," said Maxwell.
"At the heart of the original concept is the spirit of public broadcasting; it offered audiences an opportunity to take ownership of the BBC content they already have a stake in as licence-payers.
"Now we can offer the capabilities and the opportunities it presents to owners of other digital archives.
"It's a great platform that is scalable and flexible allowing consumers to participate in communities around digital content".
The software uses a combination of the latest video compression techniques, peer-to-peer content delivery technology, strong digital rights management capability, and - most importantly - a comprehensive archive of content.
"Our concept answers a real consumer need while taking it to the next level, combining content with social networking capabilities and safe peer-to-peer technology.
"We're really excited about how content owners will adapt it to create communities and how those communities will interact with it.
"It allows us to build the libraries of the future and repopulate them with digital borrowers - it's an exciting prospect," said Maxwell.
The agency won the 2006 MipTV Content 360 International Pitching competition outright with another idea for the BBC in the Web 2.0: next-generation collaborative web concepts' category, which dished up contextual content to BBC programming at the right click of a mouse.
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