Make ads you want to watch at Current TV

January 4, 2007 at 12:23 pm 3 comments

James (MindShare regional team,Singapore) writes:

Are you a ‘viewer-created’ advertising virgin? If so, I urge you to follow this link and watch this ad for Mountain Dew at Current TV. 

Probably, like me, it will be the first time you’ve seen a ‘viewer-created’ ad. At Current TV, the audience creates, votes and watches all kinds of program and ad content. As the Big Switch rolls on, we can be sure we’re going to see a lot more of this. And especially in Asia, where in many markets there is perceived to be a lack of compelling local traditional TV content.

This was the top rated ‘viewer-created’ ad in the contest, sponsored by Mountain Dew. It’s a strange experience for us in the ad business to see the ‘sacred’ art being opened up. First of all, it’s a pretty funny spot, with great comic timing. And perhaps in a way, it’s too polished for my taste. Personally I prefer the ones like this one by drinker Ill Mitch, because it’s got that low-budget, anarchic roughness to it. Also, I kind of believe his testimony at the site: 

Hello community. I have made pod of mountain dew beverage because I drink it when I do skateboarding. If you do not know me. Here is profile: Thank you. Have a fun time. and keep doing pod. 

Obviously, this new hybrid medium offers great opportunities for brands and marketers to get involved with consumers. But perhaps more significant here is the glimpse of the future of TV. Today this is a ‘lean forward’ PC phenomenon. Very shortly, this will be available as just another channel on the ‘lean back’ TV in every living-room in the country. Or the world. Here’s some extracts of how Current TV talks about itself:

Current is a national cable and satellite channel dedicated to bringing your voice to television.

….We slice our schedule into short segments that we call “pods” — each just a few minutes long. You’ll see profiles of interesting people on the rise, intelligence on trends as they spring up around us, and international news from new perspectives.

And much of it comes straight from you. We call it viewer-created content, or VC2. Right now, VC2 makes up about a third of our channel — and that share is growing. It works like this:Anyone who wants to contribute can upload a video.

Then, everyone in the Current online community votes for what should be on TV. You can join in at either stage — watch & vote or make video…..This is definitely not a traditional TV network. Watching Current, you’ll see more, on more topics, from more points of view…. 

Entry filed under: content, digital, media general, social media, television, trends, world.

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3 Comments Add your own

  • 1. Alefiyah Faizullabhoy  |  January 5, 2007 at 5:56 am

    The future of TV is surely changing and this “open, vibrant communication/ dialogue ” is also influencing other media and masses in general. Media ownership is moving towards “democracy levels”.
    People who have an opinion to voice dont lack the means any more, and media is reporting them as veritable sources of information and opinion. Journalism is moving actively towards this.
    Governments and organsiations across would need to be alert to public opinion and work “with them” as partners. Humility to accept the “consumer as king” is today truly and surely a challenge for marketers.

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