You no longer need to be a 'professional' in order to make a video or a film. Technological advances mean that many can afford to buy hand-held cameras that give good results, and can access editing packages that are relatively easy to use. 'Homemade' product is no longer limited to family and friends. Sites such as YouTube allow video-makers to bypass the broadcaster to get their material out. Power lies with the individual rather than with some controller.
UGC raises several issues. Are quality products being made and, if so, where does that leave professionals? Does it matter if quality products are made by people who have not received any professional training? Will people look for ways of weeding out poor-quality products? What about the impact of new ways of distributing product? If people can access good quality output on the internet, why bother with ordinary TV? And what about revenue? Most content is free on the internet so this poses a problem for broadcasters. Will people still be prepared to pay for content?
Broadcasters and programme-makers have responded to the crisis by trying to harness this creativity in such a way as to benefit themselves, the creators and the public. Current TV, for example, encourages individuals to upload their own videos, the most popular of which are then bought for broadcast on Sky and Virgin to 12 million homes in the UK, thus bypassing traditional commissioning processes. Channel 4 tries to spot 'talent' amongst UGC creators, encouraging individuals to become involved in making product for the channel. It also participates in shaping the direction of certain programmes. Ways of creating, distributing and financially benefiting from product look likely to continue to develop and change.
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