At Current, Levine takes pride in what he describes as its innovative culture, where people are willing to try new things and retire what isn't working. From its inception in 2005, Current has invited its audience to participate and collaborate in ways that integrate web and television platforms. Users can post or "clip" stories - a URL, a portion of an article, a comment - from other sources. Other users add comments and vote, which helps determine the placement of clips on the website and what might be highlighted on Current TV, the company's cable television channel.

Users also produce 5- to 7-minute stories, called "pods," that profile a character or idea. The company has compiled an online library of thousands on many topics. Its film review program includes video movie reviews submitted by viewers. And as part of a recent music show, Current posted a featured hip-hop artist's audio and video files on the website, allowing users to remix their own versions, some which appeared on television.

Current aims also to have "young, fresh, aggressive reporters," Levine said, who appeal to an audience as more "authentic and approachable" than standard cable TV reporters and hosts.

Winning an audience has been a challenge in an era when many media companies are struggling to reinvent themselves. In November, Current cut 80 jobs, about a fifth of its staff, as it shifted emphasis from production of pod-centered shows to half-hour and hour-long shows, some of which are acquisitions and co-productions. The longer formats are a more effective way of telling in-depth stories, Levine said. He insists that Current remains committed to strong audience participation, however. Even though the company will acquire fewer pods, it may increase other areas of user-produced content, such as simple webcam videos, articles, and comments.

"We're in a two-way dialogue, and over time, we're trying a number of ways to make that happen," Levine said. "It's a shift, and a balance."

On the Media