From Future of Television Forum West – Joel Hyatt, co-founder of Current TV (with former Vice President Al Gore), said that their viewers by far prefer user generated so called "VCAM" ads over professional ads in his morning keynote.
“We have seen that 9 out of 10 of our viewers prefer user-generated ads over the Madison Avenue generated ads,” said Hyatt.

At the first day of the Future of Television West conference on Monday, the big issue was how to make money in this new online universe, as I reported on here.

On the start of the second day of the conference, Hyatt gave the audience a look into how Current TV, the youth-oriented cable TV network and Web platform, is working to connect viewers and brands to create a new compelling ad format.
“There is a lot of work that goes into making these ads, they don't just doesn’t happen. In a sense we’re like an ad agency for these brands’” said Hyatt and showed several examples of popular user generated ads for brands like L'oreal and Toyota.

Hyatt said that it just "makes sense" to extend the interactive capability of the Internet into the ways advertising is created and ultimately sold - what better way for advertisers to make sure that they communicate with the audience in a way that feels genuine and speaks to them in their own voice.
“The big idea is bringing the magic and excitement of the Internet to television,"said Hyatt.

In a sidenote, he also expressed scepticism towards Mobile TV for longer form entertainment content.
"I’m sorry, but I don’t know any other reason to watch a movie on a cell phone unless you are stuck in an elevator.”

Joakim Baage