Notes from an American Road Trip: Web Junk, Mobile Junk, Carriers, and Barriers

Happy New Year's eve to all...writing from the road; have been in the US visiting friends and of course watching too much hotel room TV. One of the things that jumped out at me was a show on VH1 called "Web Junk", a television program dedicated to showcasing those weblinks so many of us are sent by a friend of a friend that end up becoming *the* thing everyone is forwarding to ten of their friends, and so on and so on. Truly self-replicating, truly viral.

While watching the the TV show Web Junk i noticed a promo for its mobile counterpart, Mobile Junk, offered via Sprint in the US. Mobile Junk enables mobile uploading and downloading, sharing, rating, and annotating of content for a flat monthly fee; and the chance to be featured on the popular television program. Incentive at both ends.

This may be something for us to collectively look at more closely, in terms of how to motivate a critical mass of users and encourage/facilitate new behaviours and cultures of communication. A larger (Sprint-like) commitment from a carrier so that low-barrier mobile multimedia creation and sharing becomes a reality; Perhaps a partnership with a broadcaster is something to look at seriously for MUSE 3? 

Our thinking may need to skew toward the role of mobile communication and experience within the framework of an information ecology; in addition to investigating what the mobile space is, we may also want to prioritize looking at the role of the mobile in relation to other platforms; ie what is the interplay between mobile, broadcast, and web? Another case in point, a back of magazine ad i saw for a new product by Dove. The full page ad was a challenge to consumers. Create your own 30 second ad for the new Dove product (beauty cream oil, I believe) and the winning entry gets shown during the 2007 Academy Awards. And from there, it may well become viral, passed from platform to platform, from device to device. 

As with most media, we cannot help but to think of a new technology in terms of the preceding one...and i'm the first to admit that some of the work our company Ubiquity did for handhelds was far too mired in web thinking, and that some of the work created for metroCode was entertaining radio, but possibly less effective as a mobile application.

I defer to the McLuhan scholars out there (and I know you're out there) to situate what I'm getting at in a more theoretical framework.

In the meantime I'm attaching the press release for VH1's Mobile Junk for those interested in learning more.

All the best in 2007 everyone,

LK

...and now it's time to get back on i-5!

>>>>

New Application Lets Users Capture and Upload Mobile Video for Potential Inclusion in Episodes of the Weekly Series, 'Web Junk 20'

NEW YORK, Dec. 18 /PRNewswire/ -- Beginning today, VH1 Mobile will offer "Mobile Junk 20," a new mobile application that gives users the ability to upload video and photos taken with their mobile devices. Sprint is the first carrier to offer the application, which is available via the Sprint Vision and Power Vision networks.

Content submitted using the new application will be considered for inclusion in future episodes of "Web Junk 20." The application adds to VH1 Mobile's current "Web Junk 20" offering, which includes a dedicated channel for weekly and archived video clips from the show. "Web Junk 20" clips on VH1 Mobile have consistently been the #1 or #2 most viewed video content on VH1 Mobile throughout 2006.

In addition to offering users the functionality to capture and upload user-generated video and photos, the application gives users the ability to watch, rate, and share videos and photos submitted by others. In version 2.0, due out in early 2007, additional functionality will allow users to create profile pages and leave messages, or "stickies," for others creating a unique, user-generated mobile community.

"The launch of 'Mobile Junk 20' further extends the ways viewers can interact with our popular 'Web Junk 20' franchise and VH1," said Tom Calderone, Executive Vice President and General Manager, VH1. "When we launched the series last January, we offered viewers a way to upload their found and created content online. 'Mobile Junk' rounds out the experience by giving fans a way to submit and exchange the creative content they shoot with their mobile phones."

"Mobile Junk 20" is available exclusively on Sprint through January for $3.99 per month on select multimedia phones (standard data charges apply). Sprint customers can download the application via their phones, at http://www.sprint.com/digitallounge or by texting "junk" to 2323. The application was envisioned, created and designed by VH1 Mobile; developed and powered by Nellymoser, the leading next-generation mobile media platform company. "Mobile Junk 20" will roll out on additional mobile carriers in 2007.

About VH1 Mobile

VH1 Mobile gives viewers the content they love in the palm of their hands with streaming video, ringtones, and graphics from VH1's top shows and events. VH1 Mobile also provides VH1 News coverage of the day's top music and pop culture happenings, as well as interview clips and music videos. For more information about VH1 Mobile visit http://www.vh1.com/mobile/.

About "Web Junk 20"

In its third season, "Web Junk 20" continues to push multiplatform boundaries while counting down the best viral videos that keep everyone glued to their computer, mobile, and TV screens. Hosted by comedian Jim Breuer, "Web Junk 20" airs on VH1, Friday nights at Midnight (ET/PT)*. Each episode is available and archived on VSPOT, VH1's broadband channel every Monday following the Friday night broadcast on VH1. Select video clips are also available on VH1 Mobile, cross carrier. In November, VH1 launched Webjunk.tv, a companion site that is updated several times a day and serves as a one-stop destination for the best and latest viral videos.

"Web Junk 40: The Best of '06," premieres December 22 at 11 PM (ET/PT). Chosen by the viewers on VH1.com in an online poll, the end-of-year special will recap the most buzz-worthy viral videos of 2006.