• Broadcasting & Cable, Monday, June 8, 2009 10:16 AM

Hearst-Argyle Television this month is completing the rollout of a user-generated content program at its 25 news stations, and sees plenty of opportunity to drive revenue with it. The program invites users to upload news-oriented footage to the station site. Station executives say it has emerged as a significant part of the newsgathering process.

Hearst-Argyle managers also see considerable revenue potential in the program. For instance, parents can purchase photos of kids in their Little League or youth soccer games, and the station gets a cut of the revenue. Advertisers could seek to sponsor certain events with high user-generated interest, such as a high school graduation.

General managers also say the program helps boost Web traffic, which is attractive for marketers. Hearst-Argyle Director of Digital Media Jacques Natz says the connectivity the program fosters between stations and viewers can also work between stations and advertisers. "At some point, it can branch beyond news, as a tool that marketing and sales can use, too."

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