Screenblast is an interactive, entertainment service where people gather to share their creative vision and express themselves through Audio, Video, Music, Movies, Animation and Special Effects. Users can enjoy digital entertainment and also create their own audio, video and animation, while connecting with an online community where they can work on collaborations and showcase their work to the world.

Five genre-specific channels are available to the audience, including action, comedy, drama, sci-fi/horror and music. Each Genre channel includes custom video and audio asset packs along with the software tools needed to create your own experience. The channels also feature “Creator’s Shows” for "how-to" direction and inspiration. A sampling of this original programming is:

• Action Channel: Joe Paradise, Spider Man, etc.
• Comedy Channel: Sweet J Presents, The Fred Show, Mixed Emotions, etc.
• Drama Channel: Dawson’s Creek, Rachel’s Room, etc.
• Sci-fi/Horror Channel: Evilution, Very Lost In Space, etc.
• Music Channel: Billy Corgan’s Glass and the Machine of Gods, Soulstice MusicCreator, etc.

For a better understanding of the inner workings of Screenblast, I spoke with Mike Arrieta, Vice President of Operations for Screenblast. He said: “What we’ve done at Screenblast and at Sony Pictures Digital is to create what we believe is the next generation broadband service. We’ve taken the best elements of Sony Pictures, Sony Electronics, what we’ve learned from other programming and have packaged together a service that enables users to participate in a way not possible before.”

“When we set out to create Screenblast, we wanted something that had a strategic vision, a reason for doing it. We found that being successful online involved using a two way medium. So we looked at our asset base and tried to figure out ways to put people in the driver’s seat to participate.”

“Our service has three core tenets to it and people participate within these in different ways. The first tenet is experiencing content, which is watching it (that could be professionally created content or content created by the user). The second part of the service involves creation elements, where we offer everything that a person needs to be an interactive participant or a creator. That includes giving the users tips and inspiration on how to be creative. An example would be a show on stop motion animation. And then we have calls to action that actually teach you how to make your own stop motion animation.”