From TheHill.com:

A pair of advertising heavyweights in recent days launched new efforts aimed at opening up the political media world to small-time candidates and everyday citizens.

One of them, VoterVoter.com, will allow any individual to sign up, throw his or her approval on a television ad for a political candidate or cause, and show it to a targeted audience. The other, Spot Runner, launched a political program aimed at helping less well-funded campaigns get on TV, radio and the Web.

The efforts build on a growing trend dubbed “producer democracy,” in which the Internet allows individuals, as opposed to big companies and organizations, to influence the political process through their own creative content.

“This gives people the ability to be their own political media consultant, upload their own ads and put them on television,” said Julie Germany, director of the Institute for Politics, Democracy and the Internet at George Washington University. “It demystifies the process; it makes it easier.”

We shall see how these new efforts play out.