The resolve of mainstream media players to harness user-generated content stepped up a gear this month when BT announced a deal with the Podshow Network to launch a British version of its popular US show...

By Deirdre Molloy

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According to The Podshow Network: “BT PodShow will be accessible to all UK internet users, and enables creative individuals, media production companies and record labels to share their content – both video and audio – with an audience of millions in the UK and around the world.”

“BT Podshow is also launching a nationwide call for aspiring film producers, musicians, presenters and DJ’s from across the UK to submit audio and video content, enabling them to ‘get in on the show’,” the Podshow press release continued.

The original US PodShow was launched in early 2005 by media entrepreneurs Ron Bloom and former MTV VJ Adam Curry - aka the “Podfather”. The top shows on the PodShow Network already garner millions of downloads with content in over 130 categories and multiple languages.

Speaking at the launch on 13th September 2006, BT Consumer MD Gavin Patterson said: “Podcasting really does illustrate the true power of broadband. What is great about it is that all you need is a way to record audio or video, a computer and an internet connection.”

From broadcasting to all-casting...

“BT recognises the importance of this exciting new world of communications and is leading the way in the UK by partnering with innovators, including PodShow, to explore opportunities for new cutting edge products and services.”

Ron Bloom CEO and Co-Founder of PodShow added: “We are moving from a world of broadcasting to a world of ALL-casting, where everyone wants a reliable way to create, share and connect.”

Writing on the recently launched TechCrunch UK blog, Sam Sethi (who is currently consulting to BT as Web Services Group Director) commented:

“This is BT’s first solo step into the world of Web 2.0 services, outside of their Yahoo partnership, and is a very important step in their (r)evolution from a pure Telecom company into a web services organisation. So it will be interesting to see how BT market this service to the UK consumer, so far they have chosen the traditional PR press conference route, big hotel, big announcement instead of the blogosphere.”

Hybrid of social network & media network...

Hopefully BT, the traditional telecom company, can transform itself into a Web 2.0 services company but not everybody believes they will do,” Sethi added. (more here).

Analysts Ovum commented: “BT will never be a 'cool' brand, and BT PodShow is right not to attempt to replicate these [US] sites.”

“BT says that the venture is a hybrid between social networking and a media network; essentially it is using the social networking element to support the aggregation of quality content. But getting the message across to consumers as to exactly what this service offers them may prove more difficult than expected.”

UK populace takes to entertaining itself...

Whatever transpires, the move will certainly raise the profile and further stimulate production of user-generated content in UK as well as further expand the business case for large companies to facilitate content production from the people formerly known as the audience.

The launch came in the same week that Neilsen Netratings announced that the 3 fastest-growing social network properties in the UK were YouTube, MySpace and Flickr.

Media and entertainment companies will also be looking to cherry pick the best talent that emerges from this upsurge in DIY content production.

Another possible outcome to consider is: will the hits take on a new character now that the gatekeepers of commissioning and scheduling have surrendered control to the grassroots? And will new niche areas come to the fore as access to content becomes open and ubiquitous? In turn, is the answer to the question "are you being served" going to morph into "thanks for asking, but we are mostly serving ourselves"..?

About BT:
BT is one of the world’s leading providers of communications solutions and services operating in 170 countries. Its principal activities include networked IT services, local, national and international telecommunications services, and higher-value broadband and internet products and services. BT consists principally of four lines of business: BT Global Services, Openreach, BT Retail and BT Wholesale. In the year ended 31 March 2006, BT Group’s revenue was £19, 514 million with profit before taxation of £2,040 million. For more information visit: For more information, visit www.bt.com/aboutbt

About PodShow, Inc:
PodShow is the world’s premier network for the creation, discovery and distribution of podcasts and other independently produced media, assembling the leading communities in podcasting, as well as a host of the most popular personalities and shows in new media. PodShow also offers professional production and directory services to major media companies and traditional businesses. PodShowPDN is the first high-performance content delivery network meeting the specific needs of podcasting, delivering a comprehensive creation, production, monetization and delivery solution for independent producers and mainstream media companies. PodShow makes content more accessible to a growing global audience, provides resources for producers, and enables marketers to take part in the new media explosion. PodShow’s Podsafe Music Network (www.podsafemusicnetwork.com) is a leading destination for listener consumption of “podsafe” music as well as the producer resource for licensing music for inclusion in podcasts and other forms of media PodShow is a privately-held company, backed by leading venture capital firms Kleiner Perkins Caufield & Byers, Sequoia Capital and Sherpalo Ventures. Operating in the UK, PodShow LTD is entirely owned by PodShow, Inc. For more, visit: www.podshow.com and BT PodShow.