- Switch2.net, the broadband entertainment platform which launched early this year, and was backed by Open
has folded as a result of streamlining measures by parent company Edison Interactive.
Switch2.net, which was launched earlier this year with Loaded founder Tim Southwell at the editorial helm, intended to broadcast online programmes, radio stations, information, entertainment news and reviews and Southwell was a regular columnist in Campaign-i. Despite being offered other roles in the company by Edison and its production house Done & Dusted, which was the music channel for the platform, Southwell has left the venture.
He said: "Our crazy ambitious take on life was too premature."
Ian Watt, head of marketing at Switch2.net, 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 was no real need for editorial anymore."
Edison is planning to invest £8 million into the Done&Dusted music brand over the next 12 months. Done&Dusted was behind this week's web cast of Madonna's Brixton Academy gig across the MSN portal.