The Friction.TV features a video "speakers' corner", where users can voice their thoughts and opinions on varying issues via video, and challenge those of other users.
The agency picked up the account following a pitch involving four other agencies. Consumer PR firm Golden Goose PR has also been appointed to work with Cohn & Wolfe to produce a campaign focusing on the site's popular culture and arts debate channel.
Cohn & Wolfe's brief is to establish an online presence for the Friction.TV brand and drive users to the website.
The agency has also been charged with growing the business's revenue by building relationships with stakeholders, potential advertisers and strategic partners across on and offline media. Gladys Elia, the agency's managing director of business communications and technology is leading the account team.
"Friction.TV is a brilliant concept, providing a credible central platform for freedom of speech in the third millennium," Elia said. "Our aim over the next few months is to make Friction.TV the MySpace for British opinion."
Andy West the co-founder of Friction.TV, said: "Cohn & Wolfe proposed a campaign that offered instant impact and buzz around the brand. Their approach was creative, structured and measurable."
News of Cohn & Wolfe's appointment comes the same week that former US Vice-President Al Gore launched the UK version of his user-generated TV channel, Current TV.