Current TV And XM Develop Viewer Created Ad Campaign
June 20, 2007
Current TV, the news network which features content programmed by viewers, is joining with XM Satellite radio to develop an original ad campaign to air on the network.
Viewers are invited to create an ad spot for XM radio and submit it to Current TV�s web site by July 30th.
Backed by AT&T’s Project Lightspeed fiber build, the U-verse TV service, which is now in a limited rollout in San Antonio, is set to debut next in a greenfield housing development in Houston. AT&T has plans to roll out the TV service in 16-20 markets by year-end.
“Current TV’s participatory programming model is a natural fit for the AT&T U-verse TV-channel lineup," AT&T Operations head of programming Dan York said in a prepared statement. “We are providing U-verse customers with a more personalized viewing experience, delivering a wide selection of programming that speaks to customers’ diverse interests.
"We are thrilled to partner for the first time with XM Radio on this V-CAM initiative. They clearly understand the new paradigm for engaging young adults by tapping into their authentic vision of XM Radio�s core values and we are eager to see what the Current TV viewers create," said Liz Janneman, president of global advertising for Current TV.
Viewers will be able to comment and vote on their favorite ad spots on the web, which will then be reviewed by XM executives, who will select as many as four to appear on Current TV. The creator of each ad will receive $1000 for the spot.
Source: Broadcast & Cable
http://www.broadcastingcable.com/article/CA6454231.html