The site, set to launch officially in the next few weeks, is billing itself as a ‘video Speakers' Corner'. Users can post videos, audio clips and written content in order to take part in live debates or start new ones.
It has also appointed Golden Goose PR to an arts, entertainment and popular culture brief.
Friction.TV was co-founded by ex-Text 100 man Andy West in partnership with Omer Shaikh, a former MD of Saatchi & Saatchi digital media agency Red Kite. Shaikh is also an ex-TBWA GGT digital director.
The venture has been backed by more than £500,000 in ‘seed capital'. Gladys Elia, C&W managing director, business and technology, said a ‘significant' percentage of funding would be spent on PR.
She added that C&W's campaign would encompass online PR, corporate affairs, media relations and stakeholder engagement - particularly focusing on NGOs wanting to get their opinions across online.
Golden Goose joint managing director Miki Watson said the agency would approach ‘popular culture influencers and opinion formers', and monitor contentious issues in the arts.
West was V-P of business development at Text 100 before being made redundant (PRWeek, 5 May 2006). C&W and Golden Goose beat five other unnamed agencies to their briefs.