You can’t show it on a screen, but the print version had a nifty mirror effect on the TV screen. Whether the grey-eyed executives picking up a copy at their local CVS feel like they’re reinventing the internet remains to be seen, but either way, user-generated content (UGC - not to be confused with the cinema chain) had well and truly arrived on the cultural map. As well as its Time cover, it had its coffee-shop friendly bible: Wired magazine editor Chris Anderson’s The Long Tail, describing how a top-down model of media dominated by large producers was about to be supplemented - and usurped - by a near-endless supply of independent content. The difference, of course, was money. Letting people upload videos from their mobile phones had always seemed like a good idea. But not necessarily one with a lot of money to be paid. The moment Google dropped $1.65bn into Chad Hurley and Steve Chen’s laps, that changed.

Now, no sooner has an internet trend reached cultural penetration, then traditional media begins hamfistedly to try to get in on it. Web 2.0 was to prove no different. Quickly, fevered speculation began about how best to bring UGC to TV. Never mind the fact that this had been happening ever since the popularisation of video cameras - think You’ve Been Framed! - now a new generation of UGC-TV cropped up, led in the UK by Trouble Homegrown, an offshoot of the teen cable channel.

Now Britain’s first entire channel focussed on, if not quite dedicated to, UGC, has launched. Named - slightly craply - Current TV, it’s been onscreen less than a month, and I just discovered it tonight lurking on Virgin Media channel 155 (it’s also on Sky 229). At first glance, it’s predictable YouTubeTV - a succession of three-to-five minute films, many made by viewers, strung together by pretty, dumb, mildly trendy young hosts. And it makes no attempt its internet-me-too roots, even calling its mini-shows “pods.”¹

But watch a few minutes of Current TV, and it’s clear this is a little more than bedroom video on the big screen. First of all, the quality - if not creatively, than at least in ambition and production values - of the content. In one hour, I saw a brief documentary about Glasgow’s “neds,” another comparing Iraqi opnions of the American occupation, and another on an American community gym, all slickly edited and complete with graphics. And the filmmakers weren’t all the 14-yr-old boys every user-centred website depends on. The “pod” showing when i first stumbled upon the channel featured a stocky, goateed man in sunglasses and a beanie hat doing martial arts on the beach. “Hang on,” I thought, “that looks like The Edge.” Of course, all goateed men in shades and beanie hats tend to look like The Edge. But, as it turns out, The Edge it was - in a four-pod day-in-the-life documentary made by bandmate Bono. Now, Bono hasn’t always been selective in his embrace of new media forms - think the ill-fated plans for a Zoo TV cable channel in the early 90’s. Nevertheless, it’s a big step up from films of people falling over drunk.

But it’s not just the production values that makes Current TV surprisingly impressive. It boasts something that’s inreasingly rare in mainstream new media: ideals. Current seem serious about political and news content, with an army of so-called “vanguard journalists” delivering quick-fire images and commentary from inside everything from China’s prostitution industry to African mineworking conditions. And the user-generated content, too, has real political bite. The aforementioned pod on Iraqi views of the occupation (made by Iraqi independent media group Iraq Eye) delivered more of an Iraqi perspective on the occupation in three minutes than I’ve seen in the mainstream news in the last year, while a brief introduction to the growing Nigerian film industry was a classic example of the kind of broader coverage of Africa - more than just starvation, war and misery - that many have been crying for more of in mainstream media.

It was clear that Current wasn’t just a low-budget startup. The tip-off came in the credits of Bono’s film: “thanks to Joel Hyatt and ‘Big’ Al Gore.”

Al Gore?

It turns out (praise be, Wikipedia!) that Current TV is, in fact, the invention of the world’s favourite loser himself. I do recall, after the 2000 election, Gore rumbling about the need for an independent new cable channel to challenge the conservative domination of the news media. It turns out Current is an evolved version of that idea. It also turns out it’s been onscreen over 18 months in the US. Think about that for a second - the pod-based format was invented before YouTube even launched. Far from a quick cash-in, Current seems to be the true TV equivalent of web 2.0, drawn from the same ideas but independently developed. What’s more, it trumps it on ideals. Gore’s plan from the beginning was to give space to independent voices. The YouTube founders just wanted somewhere to put videos to show to their friends.

Of course, ideals and TV are a difficult mix. This Nation article recounts the evolution of the concept - from a well-meaning grassroots network to the slick MTV-with-brains we see now. Being the Nation, of course, it goes way over the top.

“Less and less they’re trying to run a company with a social mission,” says Orville Schell, dean of the Berkeley School of Journalism and a member of Current’s board of directors. “They want something that’s new and interesting and economically viable.”

Interesting! Economically viable! The fascists! Current’s three-minute format certainly doesn’t allow for in-depth, nuanced reporting, and the previews of saw of “vanguard journalism” certainly privileged get-it-on-camera correspondence to proper reporting. But while I’m a huge fan of big-’n'-balanced documentary, it’s not the only way to expand the horizons of the traditional media. Rather than “MoveOn.org in prime time” - which, let’s be honest, sounds horrendous - Current has the potential to offer something much more powerful: a TV analogue to the blogosphere. The messages may be quick and simple, but they will hopefully come from a bewildering range of sources - providing a forum for, as Current put it, “any story that traditional news media won’t touch because it’s too big, too small, or too something.” The high standards required by TV transmission, as well as the quasi-democratic selection process (pods uploaded to the website are voted on by users, but it’s not clear how much influence this has on selection), will inevitably silence some voices. But given the number of 9/11 conspiracy movies on YouTube, it’s hard not to think, “good.”²

Current TV isn’t going to change the world, and it isn’t going to infiltrate everyday life to the staggering extent of YouTube. But perhaps that’s not the point. What it is is the first new TV channel I’ve seen in years that’s genuinely different. Isn’t that reason enough to be excited?

Current TV: www.current.com and www.uk.current.com; Sky 229; Virgin Media 155

1. You have to really think about this to see just how horrible it is. The “pod” in iPod means, essentially, what the word pod means - a small, cute vessel. For all the overuse of the suffix since - and I say this as the proud owner of a knackered Korean “GoGoPod” MP3 player - that sense has generally, until now, been retained. But if you apply the word to content, as Current have done, it becomes totally meaningless.
2. They will, of course, also face a host of potential problems over political evenhandedness or otherwise. Do they show the well-produced pod in favour of Palestinian terrorism? What about the one expressing sympathy with al-Qaeda?

Hat tip: Josh

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