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“Television is not a box, a place or a time slot,” says Shapiro. “It’s an exchange of values between an artist and an audience. TakePart TV is a piece of television that happens to be online.”

Meanwhile, Participant Television has “big plans” for programming on TV as well, he adds.

Parent company Participant Media has produced fiction and nonfiction films including “Charlie Wilson’s War,” `’An Inconvenient Truth,” `’Good Night and Good Luck” and “The Help,” as well as the upcoming Steven Spielberg-directed biopic “Lincoln.”

Now, with TakePart TV, it aims to bring social relevance to online video.

“It’s meant to be entertaining and fun, raw and viral,” says Shapiro. “And it’s meant to have a brain. If there are kittens on skateboards, they’ll have something to say.”