Thoughts about MediaRights and Transmission

"MediaRights maximizes the impact of social-issue documentaries and shorts. " they say. as a film-maker this article I find vaguely interesting:

"Upstream: Building Community Around Online Identity".
http://www.mediarights.org/news/2007/07/17/upstream_building_community_around_online_identity

maybe here we're more 'building identity round online community'?