“The old format for TV advertising is being questioned,” Gore said in a keynote speech. “Consumers are empowered with TiVos, remotes, mute buttons and ways to exercise individual and personal control over what they want to see and what they don’t want to see.”
He said advertisers must adapt to this new media model, offering users more control over the content they create, including TV commercials.
“Nothing can help your brand more than letting your customers join the conversation about your product,” Gore said.
Current TV (www.current.com) allows advertisers to let users create their own TV spots, the best of which are run on television.
Gore made a pitch for his network to advertisers: “Commit to Current TV. Take money out of your research budget and give it to Current.”