land rover launches broadband tv?

05/03/2006 10:04:00 PM
At the New York Auto Show, Land Rover unveiled a new program called Go Beyond TV. In doing so, they are positioning Land Rover as the first automotive brand to venture into the broadband TV arena.

The Go Beyond site houses six themed channels: people, places, adventure, sport, culture and Land Rover. Primarily, the programming becomes an expression of the brand and its enthusiasts, creating a bond between Land Rover and their customers.

Beyond programming, Land Rover is going for community. "Go Beyond is a living, growing community celebrating the spirit of adventure within you" welcomes visitors to the site. It appears that user generated content will be accepted in the future as well.

Influx isn't convinced that this effort will amount to more than a video intensive micro-site. Especially since they are rumored to only be adding 4 hours of content a month. Maybe it's time to coin a new term--Broad-Brand TV (Tell us if we've been beaten to the punch here).

What we do find very interesting is how this endeavor gives Land Rover a head start on building a library of brand-related content as video on demand is poised to explode. It's happening for news right now, but brands may not be far behind.

NYTimes.com's GM Vivian Schiller talked about video on demand this last week in a panel discussion at the annual conference for Television, Radio and Online News. Her take? "We're making a bet that as the proliferation of video becomes greater and greater... audiences are going to be looking for a trusted voice."

Can brands be this trusted voice?

Read the panel transcript on Lost Remote.com
Tags:

Comments
It appears you don't have Flash installed.
Email this article to a friend
Send an email to a friend with a link to this article. Items with an asterisk (*) are required.

Your Name:
*

Your Email:
*

Friend's Name:
*

Friend's Email:
*