Audi TV

This news is from a few weeks ago, but it's too good to let pass: automaker Audi has launched Audi Channel, an entire television network, in the United Kingdom. Broadcasting on Sky, Audi Channel includes both product news and information and related content such as LeMans motor racing.

Targeted at Audi enthusiasts (including this author, who drives a 2002 A4), Audi no doubt hopes some of the programming extends its reach to passive and curious television viewers who discover an interesting documentary and engage the interactive features.

Reports indicate that the channel is costing Audi $3.5 million per year and has a potential reach of 7.6 million viewers. It's a fascinating brand extension, although not too far beyond competitor BMW's recently completed film series. Random Culture wisely wonders, however: why not put all the content online? Certainly there's an audience for this content beyond the UK.