Saturday, April 14, 2007

Trouble At The Brewery

One of the highest profile internet tv channels has run into deep trouble. According to reports, despite Anheuser-Busch’s spend of over $20m on the channel, viewing figures for Bud TV are extremely low, with 152,000 viewers in March.

As I've previously blogged, part of the problem is the ludicrously complicated registration feature required by some US states, but also, the short form content may well be working against the channel as is the lack of integration between the channel and the rest of the brewing giant's marketing activities.

Corporate and branded TV channels are set to become the norm, but the companies back them should be modest in their aspirations as the medium establishes itself. $200k would have been a more sensible budget, with perhaps the same amount spent on online promotion of the channel.

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