All Audi, All the Time – Brand TV on the Internet

Understanding post-modern TV means accepting ever shrinking niche markets. A decade ago viewers complained of “500 channels and nothing on TV.” Today there are a million channels and everything’s on TV. For brand marketing, it’s a wonderful world.

German car-maker Audi launched Audi TV in 2005 as a satellite channel on BSkyB for the UK market. This week Audi TV is re-launched as an Internet TV channel, 24 hours a day, seven days a week in German and English: All Audi, all the time. The internet, says Audi Head of Marketing Communications Hans-Christian Schwingen, offers HDTV quality, 16:9 format, live streaming plus four on-demand channels.

“For us Audi TV is an innovative communications channel, operating like a television station, merging classical television with the internet.”

And for those overwhelmed by the automobile features, Audi TV also offers golf…from Audi-sponsored golf tournaments.

Brand TV is a natural marketing component for high brand value products. So far, Audi TV doesn’t take complete advantage of the interactive possibilities. A video blog, for example, would be a tasty addition.

Brand marketing and new media have yet to find a common language. What they share is a lack of metrics. But need and ability overcomes that difficulty. High brand value product marketing needs stronger and stronger interaction to reinforce brand attachment. The connection is just too good to be overlooked.  - May 16, 2007

Keywords:media brand,brand marketing

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