08/02/2005 07:50:00 AM 
Back in May, Influx 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.
Please describe your target consumer?
Our target consumer is authentic, a person who really cares about what's going on in their world. They are 18-34 year-old young adults, both male and female who have graduated from MTV and are looking for more depth, reality and lifestyle appeal in their media.
On April 4, Current's Take Back TV event showed us a glimpse of whod be watching.
People and artists came out from all over and supported us, artists like Mos Def, Talib Kweli, Leonardo DiCaprio, Sean Penn, Fuse Green, Goapele, Michael Franti and Spearhead, along with 5,000 regular people who just wanted to be part of something and have their voices heard.
Should MTV worry?
Definitely not. People watch MTV for different reasons than Current. We may be reaching similar people, but we're providing completely different programming. Current will show informing, entertaining and thought-provoking content for the 18-34 audience.
We are in the unique position to play a more active and personal role in the lives of our viewers, more than any other network before us, by deeply connecting our viewers with what's going on in their world, and thanks to our VC2, in their voice. We're not here to be a better MTV, were here to be ourselves.
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