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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
thevortex.it
Measuring Social TV: How Social Media Co-Creation is Expanding Participation in Public Service Screen Production
“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)
“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
Image: ABC, CC BY NC
“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)
“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
“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
abc.net.au/pool
abc.net.au/open
Richard
HuddlestonSupervising Executive Producer
Entertainment and Development
ABC Television
Challenges
The Audience
Visibility
Cut Through
Growing Digital
Opportunities
Experiment
Think Titles
Invest
Why #7DaysLater?
Risk Factor
Strong USP
Cast
Ludo Studios
Measuring Social TV: How Social Media Co-Creation is Expanding Participation in Public Service Screen Production
Measuring Social TV: How Social Media Co-Creation is Expanding Participation in Public Service Screen Production
Measuring Social TV: How Social Media Co-Creation is Expanding Participation in Public Service Screen Production
New Research
Methodologies
The Work
Pipeline
Measuring Social TV: How Social Media Co-Creation is Expanding Participation in Public Service Screen Production
Jonathon Hutchinson
jonathon.hutchinson@sydney.edu.au
Richard Huddleston
richard.huddleston@abc.net.au
Thank You

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