Switch2.net folds as parent company changes strategy

Switch2.net, the broadband entertainment platform back- ed by Open, has folded as a result of streamlining measures by its parent company, Edison Interactive.

Switch2.net, the broadband entertainment platform back- ed by Open, has folded as a result of streamlining measures by its parent company, Edison Interactive.

Switch2.net, which was launched earlier this year with the founder of Loaded, Tim Southwell as the editorial director, intended to broadcast online programmes, radio stations, information, entertainment news and reviews.

Despite being offered other roles within Edison and its production house, Done & Dusted (the music channel for the platform), Southwell has left the company. The company is going to focus on developing Done & Dusted as a music brand.

Southwell said: 'Our crazy ambitious take on life was too premature.'

Robin Burrowes, who was previously the marketing manager at Switch2.net, has been appointed to head MSN's Live! channel.

Ian Watt, a spokesperson for Edison and Done & Dusted, said: 'Our broadband plans have been shelved. The company has recognised that the penetration of ADSL (broadband) into the consumer market is slow. There's been a streamlining of the business - we're going to be focusing on just music now so there is no real need for editorial anymore.'

Edison is planning to invest pounds 8 million in the Done & Dusted music brand over the next 12 months. Done & Dusted, which was originally a TV production house, is now MSN's preferred production partner for all of its wide-scale internet broadcasts, and was behind this week's webcast of Madonna's Brixton Academy concert on the MSN portal.



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