Current TV is now utilizing the entire right half of user’s TV screens to show a prominent Twitter feed during political convention coverage for the upcoming election. The feed is highly monitored and pulls in tweets from reporters, political insiders, current staff, and viewers/voters. Users are also able to go online and customize their feeds to their liking. Originally developed by Al Gore in 2005, Current TV is trying to boost its ratings by separating itself from basic political TV coverage and bringing the public conversation onto a much larger portion of the big screen. There will also be opportunities for sponsorship on the feed which could give sponsors incentive to promote the Current TV Twitter feed themselves. Regarding the reasoning behind this unique interactive entertainment concept, President David Bohrman stated, “For the most part each network will pretty much look the same, so we need to do something that looks really different.” Find out more here.