Multichannel News (note: subscription required) describes Discovery's plan to have users submit parodies of Discovery's top shows. Great example of how a major media company is "getting it" with UGV. I've said for a while that major media companies should take a gradual approach with UGV, first enabling it in a controlled manner, rather than the free-for-all seen on YouTube.

 

This initiative from Discovery lets fans express their love of favorite programs through creative parodies, which Discovery will selectively showcase on-air and online. Hopefully they'll enable the parodies to be easily passed around and will be promoted during the shows themselves. I expect more of these kinds of efforts from big media companies going forward.