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Viewers to Create Current Ads

By Multi Channel News Staff -- Multichannel News, 3/1/2006 12:27:00 PM

Current TV is extending its viewer-created-content (VC²) initiative to advertising.

The network said it will give filmmakers and video producers the chance to produce a commercial spot for one of its major-brand sponsors and have it air on national television.

The first viewer-created ad message (V-CAM) will be for Sony Electronics Corp.

Toyota Motor Sales USA Inc. and L’Oreal USA will be next up, Current said.

V-CAM producers will receive $1,000 for every ad that makes it on-air. If a sponsor wants to distribute it beyond Current, the producer will earn more money -- $5,000-$50,000, depending on where the ad is used -- and see their ad in wider distribution.

Current said its audience already produces enough VC² content to comprise more than 30% of its on-air fare.

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