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.