Description
Many organizations have a goal to create an attractive consumer user experience on a digital platform to retain customers and generate new traffic. They may think the goal is best achieved through using technology to leverage owned and licensed content or content created by its users for exploitation on a digital platform they control within different technology spaces.
For this assignment, assume the role of an adviser to the Vice President of Operations (VPO) at a small digital start-up or an organization of your choice looking to leverage content for viewing on their digital app, which is available on over-the-top (OTT) devices, mobile devices, gaming consoles, and connected smart televisions.
Write a 3- to 4-page standard corporate-style memorandum that takes a clear and unambiguous position advising the VPO to leverage one of these approaches to content type:
user-generated content, or
professionally-produced content on the new platform, or
a hybrid of both forms of content on this new platform
Justify your position clearly and include the following components in your analysis:
A description of the proposed content option you selected, including what the content could look like or be comprised of (e.g., professional films and television shows, long-form content such as YouTube, short-form content like TikTok, more polished yet still user-generated long-form content like Vimeo)
Determine if the primary focus of the content would be device-based, vertical-focused content (e.g., shorts), or horizontal “traditional” type of content with formatting and themes
The potential cost and/or savings of using one form of content option versus another form for the platform
Categorize the necessary distribution rights needed to achieve content exploitation through this application for the proposed type and forms of content
Relevant barriers to entry that exist in creating and operating this platform service (e.g., costs, marketing, user uptake, content rights, user rights, churn)
At least one example or other research to support all of your positions and suggestions. Provide cited references to supporting authority
Style: Your memorandum should be presented in narrative form, using complete sentences and paragraphs. The tone of this memo should read like an internal corporate memorandum at a large company or internal white paper, not an email or other informal communication.
APA Formatting
Organization: Amazon
References:
Ulin, J. C. (2019). Internet streaming and a new paradigm matures. In The business of media distribution: Monetizing film, TV, and video content in an online world (3rd ed., 325-406). Routledge.
Salukov, D. (2021, September 14). Traditional vs. user-generated content (UGC): Which should you focus on?Links to an external site.. Insense. https://insense.pro/blog/traditional-vs-ugc
Wu, J., Yu, Z., & Jin, T. (2022). UCG mode on social mediaLinks to an external site.. Advances in Social Science, Education and Humanities Research, 653, pp. 390-395.
Koetsier, J. (2022, May 17). Netflix vs TikTok: The battle between long and shortLinks to an external site.. Forbes. https://www.forbes.com/sites/johnkoetsier/2022/05/…
Settipane, A. (2022). Business models of content (PDF)Links to an external site..
*Note: In addition to content on the slides, read the presenter notes that appear in comments on slides 2, 3, 4, and 6.
