Beer and bands fuel DTV

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Digital TV is proving to be a highly attractive medium for programme sponsorship by consumer brands. Lager giant Carling is now considering a spring launch on Sky Digital for a new music channel it is developing.

Codenamed Project Amber, the channel will target 18-24 year-old men. It is understood that the channel would broadcast concerts from major venues such as London's Brixton Academy.

The channel would leverage Carling's existing sponsorship of concert events and venues in cities across the UK including London, Glasgow, Bristol and Birmingham.

As well as concerts, it is reported that the new channel would also show programmes such as music interview show Thirst and Back to the Roots, a programme which takes bands back to revisit where they started.

The Coors-owned beer brand is also working with Enteraction TV on a number of pilot ideas targeting young men. The scheme is being funded by the Carling marketing department.

Lovelacemedia  |  30.09.2004

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