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In yet another effort to address the alleged death of traditional advertising, Current TV—the short-form lifestyle network spearheaded by former Vice President Al Gore—has extended its “for the people, by the people” programming strategy to its ad model.
Tailored toward the network’s young-and-restless, media-savvy audience, the still-developing platform does incorporate traditional sponsorships and 30- and 60-second spots, said Anne Zehren, San Francisco-based president of sales and marketing. Advertisers can lend their names to recurring program pods, so their products are connected with content—which ranges from music to technology, politics to spirituality.
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