Current Airs First Viewer-Created Ad

Sony Electronics Corp. is going through a “Transformation,” according to Current TV and 19-year-old Tyson Ibele from Minneapolis.

Transformation became the first viewer-created ad message (V-CAM) to air on the network.

Sony is letting viewers create one-half of its ads that will run on Current.

The 24-second spot -- “driven by a bass-and-snare groove with synthesizer trills” -- is a montage of 3-D computer animation featuring several Sony products transforming from one into another.