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This article examines an innovative experiment in democratizing international broadcasting through embracing a participatory model of production. In spring 2010, a political debate television series was co-created by BBC Arabic and citizen producers, using social media tools. Based around interviews with prominent political and controversial public figures, the programme (G710) was broadcast weekly on satellite TV across the Middle East and the Arabic-speaking world. Combining collaborative ethnography with corporate ‘big data’ analysis, the research team followed the experiment from conception to premature closure. The article argues that the kinds of digital tools deployed in producing the programme, and used by BBC audience research to monitor user practices in real time, have become essential to corporate processes of BBC World Service governance and management procedures, business strategy, accountability measures, marketing practices and editorial decision-making. They act as change agents, presenting methodological problems and opportunities for the BBC’s audience researchers and academic researchers, as well as symbolizing the contradictory logic of empowerment and surveillance. [ABSTRACT FROM PUBLISHER]