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Posts Tagged ‘Brian Graden’

Current TV Plans Its Reinvention: Part MSNBC, Part Discovery Channel, With More Professional Content

When Current TV was founded in 2005 by Vice President Al Gore and Joel Hyatt, it was meant to be the social media network. Viewers would contribute content, and even design ads. Five years later, and that idea has still failed to gain traction.

Now Current, with the guidance of former MTV programming chief Brian Graden and former MSNBC host Keith Olbermann, hopes to reinvent itself as a younger-skewing non-fiction network. One part MSNBC, one part Discovery Channel, with a little bit of MTV thrown in for good measure.

This morning Current held a preview of its “Upfront” presentation to advertisers at the Paley Center for Media in New York, and TVNewser was there as Gore, Hyatt, Graden and Current CEO Mark Rosenthal previewed the network’s upcoming programming slate.

There seem to be two lineups in development: the first is a news and political lineup, led by Olbermann, as well as the network’s well-received documentary series “Vanguard.” Olbermann was top of mind at the breakfast, with Gore calling him “one of America’s great provocateurs” while Hyatt was even more effusive, saying of Olbermann:

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Current TV’s ‘Twin Pillar’ Strategy to Gain Relevance

The Daily Beast’s Peter Lauria writes about Current TV, the news network co-founded by former Vice President Al Gore. Current was originally conceived as a news channel for young people where much of the content came from user generated material.

The network failed to gain traction with viewers and distributors, and has since been undergoing a radical revamping.

While consultant Brian Graden looks to be focusing on the entertainment side of things, Current also has plans to make a larger push for TV news, with a focus on documentaries and investigative reporting, two areas where the cable news channels have dedicated less resources over the last few years.

There will also be a notable holdover from the network’s existing program lineup:

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Current TV’s Identity Crisis

current.jpg062410.jpeg Current TV, the network founded by former Vice President Al Gore and his business partner Joel Hyatt, is preparing for a major format change that will alter the face of the network’s programming.

That is the takeaway from an in-depth feature on the channel by The Hollywood Reporter‘s Andrew Wallenstein.

A big part of the network’s new strategy comes from Brian Graden, the former head of programming for MTV, who the network has brought on as a consultant.

Wallenstein reports that Graden has been tasked with reworking the channel, moving away from the short-form and viewer submitted content, and toward more typical programming found on other cable television networks.

It will also mean less, or at least very different, news and non-fiction programming:

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