Gen Yers are known to block out traditional advertising. We skip through commercials on TiVo, and even install Firefox add-ons that block banner ads. So how does an advertiser reach this generation? Let us make the ads.

One television channel is doing just that, and it goes by the name of Current TV.

Current TV Background

Launch Date: August 1, 2005

Founders: Al Gore, Joel Hyatt

Target Audience: 18 – 34 year olds – those that have graduated from MTV.

Content Focus: 3 – 7 minute documentaries called “pods” covering world news, current events, music, art, pop culture, and just about anything relevant to young people today. Some pods are produced by Current’s team of journalists, and the rest are made up of viewer created content.

Viewer Created Ad Messages (VCAMs)

The advertising model of this network is one of its most unique features. The ads, known as “VCAMs” in Current-speak, are created by the viewers themselves. Here is how the process works:

1. A company such as Toyota or L’Oreal signs on with Current TV to do an ad campaign
2. Current TV creates an “assignment” for the ad, calling all viewers to create their own ad.
3. Viewers have a few weeks to submit their ads, which are posted on Current.com
4. The sponsor company selects 3 winners to air on Current TV. Winners also get $1,00

I chose to write about VCAMs because I caught myself watching them today. That might sound like an odd thing to say, but I hardly ever watch commercials on TV. My TiVo allows me to skip them effortlessly. As soon I sense an oncoming commercial break, my thumb is hovering over TiVo’s 30-second skip button. But not with VCAMs! They entertain me, and I am fascinated by content that my peers are creating. Take a look at the VCAM below… do you prefer this over a traditional TV ad?

I sure do.

To stay Current, create your own VCAM. Then tune in and see it live on:

• DirecTV channel 366
• Dish Network channel 196
• Comcast channel 107
  
• AT&T channel 189