As reported in this week’s lead story on advertisers “channeling” their energies into new branded outlets, Audi and Bartle Bogle Hegarty, London, have been working for the past two years on the development of the recently launched Audi Channel, which potentially reaches some 7.6 million households, amounting to an estimated 21 million people, in the U.K.
According to published reports, the Audi Channel cost some $3.5 million to set up. Furthermore Audi has committed some $1.75 million to $3.5 million annually to cover running costs for the channel which is being broadcast over the Sky Digital satellite TV platform.
Under a new type of broadcast license available from British media regulator Ofcom, advertisers like Audi can become broadcasters and use their own channels to promote their products and build brand. Audi is the first to be granted the license, leading to its new venture being billed as the first 24/7 brand-specific entertainment channel in Europe.
Audi Channel content is a mix of infotainment during the day and more entertainment-driven fare during primetime and on weekends. Entertainment programming includes: Le Mans motor racing; the U.K.’s largest amateur golf tournament; horse racing; polo; and red carpet arrivals at some big-ticket gala events. The channel will also feature interviews with celebrities, as well as documentaries. The latter includes a look at the history of Audi’s four-wheel-drive quattro, the production of the noted Audio “Ski Jump” spot, and the making of a watch inspired by Audi with well known jeweler Stephen Webster.
Audi plans down the road to facilitate interactivity with the channel, providing viewers with requested info such as the location of the nearest local dealership and vehicle brochures. Test drives could also be scheduled.
“Digital TV is a powerful communication platform with broad appeal, and will become even more so as the entire country switches from analog to digital between 2008 and 2012,” stated Gary Savage, Audi U.K.’s head of marketing.
“Audi Channel will allow us to extend our relationship with current Audi owners–and reach out to a vast and ever increasing pool of potential new customers,” continued Savage. “In the multi-channel age, viewers have the power to follow their own special interests…”