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