Reviewing what people “get” from the flowering participation on the Internet, the paper posits three important principles for INCTV to attract members. To establish trust and provide participatory gratification, INCTV must offer program-linked participation opportunities. To distinguish its content, programming must be investigative and/or politically pointed. Local programming must be directly relevant and (preferably) locally produced. The paper concludes by suggesting that progressive movements may be particularly well positioned to seize this opportunity because of their critique of the commercial mass media and their advantage in Internet-based organizing, but it cautions that the commercial mass media will adapt, seeking to preserve their dominance and the outcome far from clear.