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Al Gore's two year-old cable channel, CurrentTV—now simply called Current—relaunched its website on Monday to better incorporate user generated content. Its homepage also now links to news from across the web in an attempt to be a sort of CNN for the 18-34 demographic.
The new site allows the cinematically unsavvy to upload photos, video, and comments into discussion forums about stories Current's producers are developing. Those submissions may then be incorporated into
Current's professionally-produced segments. For example, one producer is currently seeking "your juiciest hooking up story", while another seeks the confessions of Aderall addicts.
Current's TV channel is available in 50 million homes running short, newsy segments back-to-back, round the clock with a kind of graphic-heavy visual ADHD. To date, 30% of its on-air segments have been filmed, edited, and submitted by users, albeit limited to those who meet the network's production standards. (Each segment that airs on TV earns the filmmaker $500 to $1500.)
Unlike many Web 2.0 businesses which build a platform and wait for users to fill it with content, Current manages to incorporate viewer ideas and feedback without giving up editorial control. The channel has had notable success with its viewer generated commercials, which manage to sugar coat corporate marketing messages with indie irreverence and humor. Thanks to both its vast library of TV segments available online and a private beta with Current's 350 employees and 500 of their friends, the site already has a depth of content. With the channel's own market research showing that 70% of its viewers have a laptop open while watching Current, the synergy looks promising.
