I know, I know. Another reference to paid content’s site. Well, those guys get all the scoops…I can’t help it. Here’s another:
A NYT Must-Read on Internet Advertising & Bud.tv; New Shows From Bud.tv Announced
Posted by Jimmy Guterman Thu 01 Feb 2007 06:50 AM PST Updated below:
We’re not sure what you’re planning to do this weekend, but we highly recommend you punctuate it with a reading of Lorne Manly’s “Brew Tube” in the Sunday New York Times Magazine. It’s a deeply researched, extremely rigorous look at how Anheuser-Busch, which has jumped with both feet onto the new-media bandwagon, is developing Bud.TV and trying to extend/preserve its dominance in the new age of advertising. As Manly writes, “Bud.TV represents Anheuser-Busch’s search for a toehold in a world where the traditional advertising model revolving around 30-second ads has been sideswiped by technological change and the proliferation of entertainment choices.” If you’ve ever wanted a primer that lays out clearly and comprehensively how the advertising game has changed, you must read this. It’s definitely a better use for your Sunday than another 100 hours of Super Bowl pre-game shows.
Meanwhile, HR has a line up of the programming on the new outlet.
The Hollywood Reporter gives more detail. Here’s an excerpt:
“What they’re offering up is bigger than integration,” said Robert Riesenberg, CEO of Omnicom’s branded entertainment production arm Full Circle Entertainment, which brokered the deal between “Afterworld” and Bud.TV. “They’re offering up a destination, a community for their audience, and I think that’s even a bigger idea than placing products in shows.”
According to a Budweiser spokesman, there will only be limited product integration in shows where it is organic like “What Girls Want,” which is set in a bar.
Bud.TV officially launches Monday, but most of the programs will be available right after the game. Budweiser is running nine spots during the Super Bowl this year, which will be available for viewing on Bud.TV and other beer brand sites. Last year, 22 million people visited Budweiser.com and its partner sites to view the ads in the six days after the Super Bowl, and 30 million people visited in the 10 days after the game.
“We’re really excited about the fact that they’re going to bring a massive audience,” Quinn said. “Bud.TV is the Internet’s version of a huge summer blockbuster. They get 30 million people coming to their Web site after the Super Bowl. If 30 million people went to see a movie on opening weekend, it would be the biggest opening weekend of all time.”
During the Super Bowl, Budweiser’s two second-half announcer reads and electronic billboards will tag Bud.TV, and the new network also will be promoted on major Web sites on Monday. It will feature as many as seven channels dedicated to comedy, sports, news, short films, consumer-generated content and original and mainstream programming.
A few things go through my mind as I consider the implications of a brand (Bud) becoming a media channel:
1. What is NFL waiting for on the Web?
2. This reminds me of how WalMart waited…yes they’re the biggest, but they’re still playing catchup (online)
3. Will we be buying sponsorships from Bud one day?
I will give credit to Budweiser for trying but the registration process was terrible. I still don’t have a login. What are they worried a minor will download a beer?
BTW Congrats to Pat and AJ on the win.
Wow. Is Anheuser-Busch THAT desperate for revenue? BudTV, lol, what a joke! Sounds like a marijuana channel to me.
Van - TVFreeonYourPC
Bud TV? I don’t know about that. I love watching the Bud commercials, particluarly during the Superbowl, but I really can’t say that I could get behind a whole channel devoted to beer, sports and dumb women with big boobs. What happened to the evolution of man?
Violet - Satellite TV for PC Software
The Bud commercials are even known here in Germany. They play them in a show called “funniest ads”
for free!