MTV2 Goes User Generated With “All That Rocks”

A new MTV2 show "All That Rocks" debuting July 30 jumps with both feet onto the user-generated content bandwagon. The show borrows a bit from YouTube and other video sharing sites encouraging viewers to send video "shout outs" to their favorite bands.  Online the show encourages kids to name their favorite new bands, games, gadgets, festivals and more which will then be featured on the TV show.

With online activity increasingly driven by user-generated content and more fans expecting to be a part of the process, it was only a matter of time before mainstream media followed the trend.  MTV2 avoids any real content licensing issues by restricting videos to fan adulation in the form of "shout outs" rather than full fan-generated videos. That line is bound to become increasingly blurred and the industry needs to come to grips with the issue in an inclusive way before the activity and thus the fans go underground as they have with file-sharing.