Ichoose plans ad-funded net TV

An advertiser-funded internet TV service is scheduled for launch this autumn, offering clients an alternative to conventional TV programming schedules.

An advertiser-funded internet TV service is scheduled for launch

this autumn, offering clients an alternative to conventional TV

programming schedules.



Ichoose TV will offer consumers a free video-on-demand service over the

web. There will be 30 seconds of advertising aired after each five

minutes of programming. The venture will be fully funded by ad

revenue.



The new venture is funded by Ladybird Technologies, the company behind

the MediaGroup TV network in Turkey. Ichoose TV is being developed by

Richard Kilgarriff, the former head of programming for the youth channel

Rapture TV, and Adrian Workman, who runs Viacom’s movie channel.



Kilgarriff said he would assemble a sales team once the trials for the

venture were under way.



Ichoose TV has also stated that it will give independent producers the

chance to broadcast television programmes that might otherwise not be

given airtime.



The service will eventually be divided into viewing categories, streamed

according to interest.



Although it has been reported that the new service will provide

independent producers with a new distribution platform, agencies believe

that such a service may find it difficult to keep its audience

interested.



Ian Clark, director of television broadcast strategy at MediaCom TMB,

said: ’ This may be interesting but how good is the content going to be

on the entertainment stakes? If the entire service is funded by

advertising and there is an ad every five minutes, how can you expect to

retain the interest of viewers? This is not what I call quality

programming.’



But Kilgarriff said: ’The ads are only 30 seconds long and will be

personalised and creatively inventive.



’We see the internet as the highest form of direct marketing and the

space between the programming will be perfectly formed. These will be

truly interactive advertisements. Consumers can access the service free

of charge and buy everything that they see advertised.’



The service will be shown to advertisers in May and is due to reach a

consumer audience by September.