- PetsPyjamas, the online retailer of pet supplies and information, has invested £250,000 in the development of branded 'i-channels' through a newly formed company Brandsasbroadcasters.
Brandsasbroadcasters is aiming to create digital content embedded with the strong brand values of its clients to deliver branded experiences to customers on digital platforms mainly digital television.
Content developed by the company for PetsPyjamas will be carried on digital TV channels as well as the internet, and sold to broadcasters as programming.
Charles Fallon, ceo of PetsPyjamas, said: "This is early days for the technology but it gives us a chance to get some skills to start learning about how we can develop programmes.
"We don't know the answers, but we have to be in it, participating and driving the new developing technologies."