Big Picture likes the launch of Audi's own TV channel. It's a big branded content project which has been partly inspired by Ofcom's decision to let companies become broadcasters. According to BBH which put the channel together, “Success won’t be defined by viewing figures or the number
of sales generated, it will come down to how effectively the channel
impacts on consumers’ perceptions of the Audi brand." Mmm, I just can't see...
why people, other than total petrol heads - would want to sit at home and watch a TV channel about Audi, especially if it doesn't make the purchase process easier. However, at a £2m set up cost and the same amount in annual upkeep I can imagine why BBH are keen on the idea, although is it possible to make a year's good programming for that type of budget. Or am I missing something?
After 3 months of broadcasting, I cannot find daily programme listings for the Audi TV channel in the UK anywhere online. Either there is no demand on the tv listing sites, or they are not supplying these sites with the information. An ominous sign whichever theory you prefer. My friend who doesn't mind lining Murdoch's pockets told me that the programming is laughable, contrived and tends to repeat hourly. It seems you are right about budget issues. Doubtless brands will eventually begin to combine to fund channels better, even if they have to exchange 24/7 control of the feed to the viewers eyeballs for 1hr slices.
centrepullATgenieDOTcoDOTUK
Posted by: Olly | June 05, 2006 at 12:55 PM
Audi now provides full programme listings on its website:
http://channel.audi.co.uk/tvchannel/scheduleSetup.do?day=28062006&segment=0
Posted by: Dave | June 27, 2006 at 05:11 PM