I’m flying out the door this morning, but thought I’d draw attention (once again) to Paid Content, where I found the following quote from Yahoo! boss, Terry Semel:
On user-generated content: “I take the point of view that says, if your business is going to be disaggregated, disaggregate yourself first âe” if the nature of your business is changing, get out in front of those changes. In the case of user-generated content, too many companies are just dipping their toes in the water. I don’t see the future of user-generated content as just clips. There are opportunities to do other things than a version of America’s Funniest home Videos. I also see user generated content becoming more targeted. It will definitely get better in terms of tapping people’s creativity.
Is the nature of the NFL changing?
I can’t say for sure, but I can say this. If fans ever realize that THEY are in charge, we may be in for some tough sledding. Our league is an awesome machine, built by and for mass media. As we continue to ride on what our “forefathers” built, and even as we expand into new countries and into new distribution channels, it seems to me that we haven’t fundamentally changed our attitudes toward the fan. WE are the brand. We push the product. YOU are the fan. You consume.
But what a minute, there’s change afoot.
With fantasy football, every fan can build his or her own team, which causes fans some conflict on Sunday afternoon. Who do I cheer for? My hometown heros? Or my fantasy players? A house divided cannot stand 
Madden NFL gives fans the power to be the general manager and the quarterback. In video games, the fan IS the team and has direct impact on the outcome. That’s in keeping with a “participation” business model, which is a shift for the league.
As other products and services change and orient themselves more and more around customer experience and customer control, NFL fans are bound to come to expect changes in the way the NFL caters to their wishes.
50% of avid NFL fans will never attend an NFL game in their lives. The ONLY way these fans experience games is via media (i.e. TV, radio, Internet, etc.).
We should be looking for ways, as Semel says, to “tap (their) creativity.”
We should not expect fans to continue being passive consumers of our entertainment product. I believe the league is on a path toward change and have every confidence that through the Web, and mobile technologies, things are going to change for the better for fans and teams alike.
