Very selective about content; videos must be picked for inclusion by site editors, and are generally licensed exclusively to Atom for a specified period of time. Producers earn royalties based on the popularity of their content (and sometimes an advance payment, too), plus a share of any additional distribution revenues generated through deals with partners such as Verizon, for mobile video.

To get "certified," producers must first submit a two-minute audition film. Producers are paid anywhere from $200 to $1000 for a finished short film about a place. (Films then become TurnHere's property.) TurnHere also asks producers to submit their source tapes, along with keywords related to the piece, and addresses of any merchants or attractions included in it.