Anheuser-Busch to Launch Network


Anheuser-Busch will use its Super Bowl commercial time to launch a direct-to-consumer network called "The Bud Screen." The network will offer all manner of programming, branded content and advertising delivered to the desktop or an iPod. The brewer intends the network to be long-lived and to eventually be named "Bud TV." We've said it before and we'll say it again, the middleman - the networks - just aren't needed any longer. When a brand or program producer can deliver content directly to the consumer, there's no need for the current TV network set up. Oh sure, big changes are years away but it's happening and it will continue to happen faster and faster as more brands and content producers realize they can have their own channel of distribution.

by Steve Hall    Feb- 2-06   Click to Comment   
Topic: Brands, Online, Television, Trends and Culture   

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Anheuser-Busch is yawningly inept when it comes to online efforts. The only thing they can think to do with the internet is put television programming on it. Take for example: why the hell do I want to watch this crap online in the same format it's already airing all over television? Because if I drink AB products, I'm assumed to be the lowest common denominator, intellectually and culturally speaking.

Posted by: orly on February 2, 2006 11:05 AM seem really pissed at Anheuser-Busch.

Posted by: Scott Burns on February 2, 2006 5:25 PM

Sorry for that remark...just seem funny to me that someone would have that much angst built up against a brand.

Anyway, this could be huge. If done correctly (i'm not holding my breath) A-B could really change the way that content is brought to consumers. Their buying power in the Entertainment & Sports industries could mean that concerts, games and events will be show exclusivly on Bud TV.

Sure, Audi has already launched their own channel, but they don't have the reach and relevance of A-B. It will be very interesting to watch...

Posted by: Scott Burns on February 2, 2006 5:43 PM

Yup. The networks are fast becoming obsolete. But so are many major 'distribution' channels. The movie studios are desperately holding on to an antiquated system as well. It isn't going to be long before the mega-brands realize that they are creating enough content and that their brand loyalty is stronger than that of any major studio (globally!)... They can access their prexisting marketing efforts to deliver just as many eyeballs as any studio. The distribution machine is a farse.

Posted by: a35mmlife on February 2, 2006 9:34 PM

The Audi Channel is a complete turkey. Who the hell wants to watch any brand try to flog its idea of what a consumer wants 24 hours a day. This crap is driven by the agencies who are desperate to keep brands spending money with them while their existing model dies. They know nothing about broadcasting, programming or content creation and will be the eventual ruin of themselves and the brands they represent.

Posted by: Ted Magnus on February 3, 2006 5:24 AM

I would rather see commercials from this source than "Head-On, Apply to the Forehead...," any "Roto Rooter" quip, or some low tone man with an Australian accent trying to sell me yet another cleaning product offer for that magic number, " 19.99." Let's see what AB delivers...

Posted by: CC Bonchance on September 6, 2006 5:01 PM

I would rather see commercials from this source than "Head-On, Apply to the Forehead...," any "Roto Rooter" quip, or some low tone man with an Australian accent trying to sell me yet another cleaning product offer for that magic number, " 19.99." Let's see what AB delivers...

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