Trouble Looks To Viewers For New Content

Flextech is to extend its Trouble television brand with the launch of Homegrown, a multi-platform initiative airing content generated by its own users.

The new initiative will focus on viral video content, with users able to upload content from mobile phones and home computers.

Content will then be re-packaged by Trouble for broadcast through the Trouble channel later in the year. The broadcaster hopes to make Homegrown content a major part of Trouble’s schedule in the coming months, as well as developing its mobile offering.

Content uploaded to Trouble will be rated and commented on by other users, with the service launching in April inviting material such as “Roving Reports”, trailers for Trouble programming, material reflecting current teen trends and “Re-Dubs” of bespoke video provided by Trouble.

The potential for the new service is huge, especially given mobile usage by the broadcaster’s target audience, however, the success of Homegrown is largely dependent on how users interact with the website, and the kinds of content they want to upload.

Celia Taylor, deputy channel head at Trouble, explained the unique proposition of Homegrown, stating: “This is such a great opportunity to reverse the tables and for once put our viewers in creative control. For the first time this will be a genuine chance rather than a stunt to make us TV folk look generous. Homegrown is a very exciting hint at the future.”

Housed within Flextech’s Interactive department, Homegrown is being led by Ed Humphrey, the station’s newly appointed head of interactive who recently took over from Jason George, and Gavin Newman, the who joined Trouble four months ago after producing websites for Channel 4 including T4 and Slashmusic.

Last month saw Trouble complete its evolution from kids channel to a more adult offering, with its inclusion in Sky’s electronic programme guide alongside other entertainment channels such as Sky One, E4 and ITV2 (see EPG Move Finalises Trouble’s Growth Into Adolescence).

Flextech: www.Flextech.co.uk