Wednesday, September 06, 2006

Anheuser-Busch launches

From USA Today:

"The seven-channel operation, costing an estimated $30 million to start, is an attempt to develop a new way to reach consumers ages 21 to 27, who increasingly favor customized content over mass media — and distilled spirits over beer.

The themed channels will have two- to three-minute segments of original content. The sales pitch will be muted.

"This is meant to sell more beer, but consumers have to see it as entertainment, not a commercial-generated machine," says Tony Ponturo, head of global marketing.

Among channels on tap:

  • Bud Tube. Consumer-generated video, including homemade ads for Bud or Bud Light.
  • Reality. One show is a live version of The Dating Game show from the 1970s aired from bars and restaurants in 25 cities.
  • Comedy. The channel will feature up-and-coming and wannabe stand-up comics.
  • Happy Hour. Updates on news and unusual events, designed to give viewers something to chat about over a beer.

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