10/03/2007 09:49:26 PM 
(1) 
(1) 1. Why is now the time for Firebrand?
Firebrand enters the media landscape at a time when the commercial interruption is coming to an end. Firebrand believes that by taking commercials out of its second-class position as an interruption and creating a destination where consumers can choose to watch and are guaranteed to find the best in creative advertising, that users will seek it out. The research supports this demand indicating that over 33% of our target market is already downloading TV ads from the Internet and that 68% would watch Firebrand on TV, opt in on the web or do both.
2. Don't most people hate ads, why would they want a channel dedicated to them?
To the contrary, our research shows that 81% of our target demo feel that some ads are more entertaining than TV programs, while 74% said they would like to watch some commercials even though they have seen them before. Additionally, Firebrand offers the full depth of brand experience where users can Watch, Win, Shop and Share.
3. Who do you see as the audience?
Our primary audience is the highly desirable “Gen Y/Millennials,” a wired and media-savvy generation, loosely defined as ages 12-34.
4. How will the ads be selected?
Firebrand has developed a panel of in-house programmers who curate and program the “coolest” TV commercials the way MTV used to program music videos, creating the first multi-platform network to go “live” simultaneously on TV, web & mobile…You can’t pay us to air a bad commercial.
5. Will people be able to buy the products advertised?
Whenever a user is interested in a product featured on Firebrand, they will have a one click option and can go directly into that brand’s online environment where they can make their purchase.
6. Will other advertisers be allowed to advertise on your site?
Firebrand will program and curate video advertising as content so users can opt in and choose to watch and interact. There will not be any interruptive ads like banners or pop ups anywhere on the site.
7. What happens if their ads suck?
You won’t see it on Firebrand. Firebrand has a commitment to its users to program only the best in creative advertising. This means an advertiser can’t pay Firebrand to air a bad spot.
8. Give us some examples of your favorite ads of the moment that you would like to have up on your site?
JC Penny – It’s Magic
Sony Bravia, “Balls”
Bud Light, “Swear Jar”
Nike, “Free Style Basketball”
Coke, “Happiness Factory”
Skittles, “Touch”
Ikea, “Lamp”
9. Is your idea to show the ads alone or will there be any opportunities to showcase behind the scenes material?
Firebrand features “Commercial Jockeys” or CJs that contextualize commercials as art and entertainment and guide viewers through the spots, contests and promotions. Moving forward, credits to directors, and “best director” cuts will be just some of what Firebrand offers.
Posted by Ed Cotton
It appears you don't have Flash installed.
I think this is a great idea in all aspects. I understand that me as a consumer, if I want to know about a product I want to know about it first, interact and be entertained as well. Also to be able to have the experience of enjoying the artistic minds of the creators of this ads as Ms. Leventhal explains, that Directors etc. will be recognized. That is really good. Congratulations for such an innovative and creative idea by Firebrand's group . Will be catching up. Thank you. S.J.G. Miami Fl