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application that allows listeners to go online, or to their mobile phone, and offer their input into what plays next on the radio station. The program constantly absorbs listener input, song votes, and comments on music and automatically adapts radio station programming in real-time. Clear
Channel Communications, Cox Media Group, CBS, Cumulus, Harvard Broadcasting, and many major broadcasters in the USA, Canada, and Europe are using Listener Driven Radio's technology to give audiences the ability to influence on-air programming.
132:. The process of crowdcasting uses a combination of push and pull strategies first to engage an audience and build a network of participants and then harness the network for new insights. Those insights are then used to shape broadcast programming. These insights and concepts can include new product ideas, new service ideas, new branding messages, or even scientific breakthroughs. These insights are extracted from participants' submissions.
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John Seely-Brown and John Hagel III discuss the transition from 'push' to 'pull' innovation this way: "Rather than treating producers as passive consumers whose needs can be anticipated and shaped by centralized decision-makers, pull models treat people as networked creators even when they actually
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Crowdcasting is also no longer confined to traditional broadcasting platforms due to current technological advances. For instance, there is the case of the
Internet-based platforms, which feature convenient and automated capabilities for collecting, storing, and analyzing data. This is demonstrated
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Aside from the advertising space, the merger of crowdsourcing with broadcast programming has been largely unexplored. One of the first to launch a "crowdcasting" application allowing listeners to take control of a radio station is LDR / "Listener Driven Radio". "Listener Driven Radio" is a software
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is another example of an
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Openpitch.com an upstart, has embraced the concept of crowdcasting to form a virtual advertising agency. The fundamental concept of crowdcasting—harnessing a specific, often expert, community of participants—separates OpenPitch from user-generated content (UGC) sites. Much like
Innocentive,
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OpenPitch does not share or post submissions to the overall community during development. Instead, the sites keep user submissions confidential, protecting the intellectual property rights of both the posting company and the solutions provider. What is lost by not following a more open
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a community of passionate participants. Crowdcasting competitions have a viral effect, as interested participants refer others to the event. Once the community is built, it can be harnessed to provide fresh perspectives, ideas, insights, prototypes, or radical breakthrough innovations.
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The 'push' aspects of crowdcasting involve a public announcement of a prize for a particular innovation, invention, achievement, or accomplishment (such as the announcement of the
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Handbook of
Research on Business Social Networking: Organizational, Managerial, and Technological Dimensions: Organizational, Managerial, and Technological Dimensions
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harness their participants’ passion, commitment, and desire to learn, thereby creating communities that can improvise and innovate rapidly."
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engaging a community of stakeholders and building a network of participants ('push'), which is then harnessed to gain insights ('pull').
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is an example; its challenges tap into a community of over 100,000 scientists who might provide that unexpected innovation.
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model is gained by a policy that, arguably, attracts a more professional, dedicated user base.
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Tuning into
Crowdcasting: Business 2.0 - November 2006 Volume 7; Issue 10, page 66
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also integrate crowdcasting into their operations as a value-added service.
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in 1996). This stage of crowdcasting serves to engage a
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