GMTV is to launch a mobile channel, introduce online blogs and encourage viewers to upload video clips, which will be used across its website and mobile site as well as on the main show.
According to GMTV, which has hired interactive entertainment company Yomego to design and develop the software, it will integrate as much of the user-generated content as possible into the main show.
GMTV is the latest brand to turn to user-generated content, following in the footsteps of brands such as Coca-Cola (Marketing, 31 August).
The technology not only provides the potential for an extra revenue stream through additional advertising, but also free content for use during broadcasts.
SMS and MMS messaging are already a key part of GMTV's programming; the move into 'citizen journalism', such as the broadcast of mobile video, is designed to take this interaction forward.
In the run-up to Christmas GMTV has been promoting an interactive platform where friends and families can share video Christmas cards. The cards, which can be uploaded to GM.TV, are being promoted on the main GMTV show.
The interactive activity is being overseen by GMTV's head of digital, Nog Sawdon.