Influx recently interviewed Karl Carter, Current TV’s VP of Marketing.
Karl talks to us about Current’s new advertising model and its radical plan to involve the consumer in the development of both programming and advertising.
Is it true Current’s ad model is radically different from other networks-if so why?
Actually, the Current ad model is able to work with both traditional and non-traditional spots. We will accommodate the traditional :30 and:60 spots, but we’ll also try longer-format ads, up to two minutes in length, and reduce clutter and cluster by running some spots by themselves between programming segments. This has the potential to prevent people with DVR from skipping over our ads, making us “Tivo-proof”.
In addition, were also exploring new forms of creative, having our viewers produce spots for our advertisers, which has the potential to more effectively reach the audience they’re trying to communicate with.
So far, we’re getting a lot of interest.
How does Current intend to connect and engage its audience in programming?
Were already running contests to get Viewer-Contributed Content (VC2) submissions, and with relatively little promotion, weve already received a few thousand submissions. Our latest contest will give the winner a development deal, where well work with them to produce a piece that will air on the network.
In addition, we will utilize grassroots, online and mass media vehicles to reach out and ask people to tell us whats on their minds.
Who do you believe will advertise on the network?
We have already started to receive strong commitments and are in the enviable position of working with cool, smart and passionate leaders in the advertising industry. What is more interesting is that due to developments in the media world, more and more advertisers are producing short-form content or long-form advertising, depending on who youre talking to.
So many advertisers are already interested in what were doing.
Its a great time to be Current, the industry seems ready for some major changes.
