I was watching Current on Comcast cable last night and was struck by the number of consumer generated spots the channel was serving. These ads even have their own acronym, VCAM, which stands for Viewer Created Ad Message.
Here is Current’s pitch:
We’ve teamed up with the world’s biggest brands and they want you to make their commercials to run on Current TV. Get creative and break the mold. Make the ads you want to watch, not the commercials you’ve already seen.
If we choose your spot to air on Current, we’ll pay you $2,500. If our sponsors choose to air it elsewhere, you can earn up to $60,000.
Current intersperses these VCAMs with professionally produced commercials (that are so clearly “from the man”). It seems Millenials have upped the DIY ante, considerably.
