Internet TV service offers alternative to normal scheduling

An internet TV service solely funded by advertising and offering a free video-on-demand service over the web is to launch in September.

An internet TV service solely funded by advertising and offering a

free video-on-demand service over the web is to launch in September.



The service, which will be called ichooseTV, will offer an alternative

to conventional TV programming schedules, while giving independent

producers the chance to air their TV programmes. It will flag up the

programmes within viewers’ favourite genres before streaming in the

viewers’ choice. The company is seeking agencies to help build its

profile.



The TV service is funded by Ladybird Technologies, the company that

built the MediaGroup TV network in Turkey. Richard Kilgarriff, the

former head of programming for Rapture TV, the youth channel, is the

chief operating officer and Adrian Workman, who runs the movie channel

for Viacom, will join as chief executive next month.



Viewers are shown 30 seconds of advertising every five minutes during

the broadcast. Kilgarriff explained: ’The entire revenue model is based

on people used to having advertising. So you are getting advertising to

pay for your viewing pleasure.’



He added: ’We are trying to open the distribution network for

independent producers. They will get a percentage of advertising revenue

attracted by any of their programming.’



The ichoose service will be presented to advertisers on 15 May before

going live to consumers in the autumn. It will consider

advertiser-funded programming as well as sponsorship and conventional

advertising.