CNN is following the trend of asking for user-generated video. But in CNN's case they want only newsworthy clips. This idea is being branded as CNN Exchange.

Video content uploaded onto the Internet (ala YouTube) requires viewers to be the judge because it isn't edited or passed by any quality control. When I think of CNN, I expect just the opposite. That is, they have professional reporters, high-quality production, and editors. So will these two opposing dynamics work together? CNN says that viewers will know what is professional and what isn't; both online and offline. Each clip on CNN Exchange will be branded as an "I-Report."

Another question comes to mind: will some organizations and people game the system by specifically uploading content that supports only their view? CNN thinks otherwise and sees user-generated video as content it couldn't get otherwise.

Bottom line: Will all this help CNN's ratings, and perhaps get them new, young viewers? CNN hopes that this will build on top of its media brand reputation. According to one survey, 29 percent of respondents say they believe "all or most of what CNN says."