Current and the Alliance for Climate Protection Give Viewers ':60 Seconds to Save the Earth'

Current and the Alliance for Climate Protection Give Viewers ':60 Seconds to Save the Earth'

Al Gore & Cameron Diaz Issue a Challenge for the Most Creative 'Ecospots' Promoting Climate Protection

Cameron Diaz, Orlando Bloom, George Clooney, Sam Mendes, Alex Bogusky, Joe Pytka and Cathy Zoi to Judge Contest

SAN FRANCISCO, July 6 /PRNewswire/ -- During Saturday's Live Earth concerts, Al Gore and Cameron Diaz, on behalf of Current TV and in association with the Alliance for Climate Protection, will announce the ":60 Seconds to Save the Earth" contest. The contest challenges viewers across the US, UK and the Republic of Ireland to create 15-, 30- or 60-second ecospot PSAs about taking action or motivating change to help fight the climate crisis. For contest rules and details and to submit an ecospot, participants should visit http://www.current.com/ecospot.

"Today we are asking young adults to take a stance and use their creative voices to encourage change and help fight the climate crisis," said Al Gore, Chairman of Current TV.

Cameron Diaz went on to add, "It is an exciting opportunity for young adults from around the world to inspire change because the planet needs a good publicist."

Starting today, a personal call to action from Cameron Diaz will begin airing on Current TV asking viewers to submit their own ecospots to http://www.current.com/ecospot now through September 12, 2007. Additionally, a sample PSA created by Ask A Ninja, the 2007 Webby Award winner for Best Actor, will be running on Current TV and on Current's website to demonstrate the concept.

Al Gore, Cameron Diaz and Current have convened a celebrity judging panel that includes both highly committed environmental activists as well as individuals who are just starting to get involved and want to help the cause. Cameron Diaz, joined by Orlando Bloom, George Clooney, director Sam Mendes, Alex Bogusky of leading ad agency Crispin Porter + Bogusky, legendary advertising director Joe Pytka and Cathy Zoi, the founding CEO of the Alliance, will select twenty finalists. Current's online community will then vote for their favorite ecospots. The winners will be announced on November 13 and winning ecospots will be aired internationally on Current TV, featured in the Alliance's national campaign and showcased on MySpace's Impact channel (http://impact.myspace.com/). The grand prize winner will receive a Toyota hybrid car while three finalists will win Sony electronic products, from a Bravia HD TV to a Vaio, and sixteen semi-finalists will receive T-Mobile Sidekicks.

ITN Source (http://www.itnsource.com/) will be providing free video footage that can be downloaded from the Current site and incorporated into the ecospots.

About Current

Launched August 1, 2005, Current TV is the only 24/7 cable and satellite television network produced and programmed for and by its audience. Current TV shows young adults what's going on in their world, in their own voice, offering programming that's authentic, often surprising, and consistently compelling. Aiming to democratize TV and provide viewers with editorial control, Current pioneered the television industry's leading model of interactive "viewer created content" (VC2). Comprising roughly one-third of Current's on-air broadcast, this allows its audience to submit short-form, non-fiction video "pods," viewer created ad messages (V-CAM) and mobile video.

Current's award-winning programming ranges from daily pop culture coverage to political satires as featured in "SuperNews" to unprecedented music journalism in "The Current Fix" to unique insights into global stories through Vanguard and Citizen Journalism. Current is now seen in the U.S. and U.K. in more than 50 million households through distribution partners Comcast (channel 107 nationwide), Time Warner, DirecTV (channel 366 nationwide), Dish Network (channel 196 nationwide), BSkyB (channel 193) and Virgin Media Cable (channel 155). For more information, please visit the website: http://www.current.tv/.

About the Alliance for Climate Protection

The Alliance for Climate Protection was founded in 2006 by Vice President Al Gore who is the current Chairman of the Board of Directors. Building on the momentum of "An Inconvenient Truth" and Live Earth, The Alliance for Climate Protection has begun a 3-5 year campaign to convince people from all walks of life about the urgency and solvability of the climate crisis. In particular the Alliance will work globally to advance the principles outlined in the Live Earth's 7-Point Pledge: addressing the need for personal action while also demanding action from business and political leaders. The campaign will surround people in their daily lives, through the power and reach of mass media, the internet, partnerships with consumer-facing businesses and collaboration with grassroots organizations from the environmental and broader community-based sectors. For more information, please visit the website: http://www.climateprotect.org/

First Call Analyst:
FCMN Contact:

Source: Current TV

CONTACT: Mariah O'Hara of Current TV, +1-310-248-6177, cell,
+1-310-560-3430, mohara@bwr-la.com.

Web site: http://www.climateprotect.org/
http://impact.myspace.com/
http://www.current.tv/
http://www.itnsource.com/

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