Here’s the idea:
Television is a one-to-many technology, where one entity controls the flow of content out to many individuals. Companies use the 30 second spot, or short television commercial, to entice consumers to the products or services they offer for sale. “30 second spot” takes this icon of controlled corporate communication and flips it on its head.
In this ART(inter)ACTION version, artists, especially those who have little access or few outlets for the distribution of their work, are invited to talk about an artwork and why it is of value.
“30 second spot” acknowledges the current explosion of media channels, where audiences are splintering off in dozens of directions, watching TV shows on iPods, watching movies on videogame players and listening to radio on the Internet. In this case, the local art gallery becomes an additional media channel, advertising artworks in an open and eclectic format.
More here. [Thanks to Zeina Assaf.]