Audi Channel - Brands become media: an advertisers wet dream

The advertisers wet dream is to become a medium without having to buy mediaspace. This is what Audi tried to achieve with the Audi Channel in the UK. This is a channel on Sky Digital Platform (IDTV) as well as on the web and it's the first branded advertising channel in Europe. According to clickpress, the channel will look like this

Audi is a prestigious, sophisticated and sporty brand and the Audi Channel will reflect this, showcasing the company's range of premium, luxury vehicles – there will be nine major product launches alone during the channel's first year. But Audi Channel will not just inform, it will also entertain.
Content extends far beyond the Audi product range. It will demonstrate an impressive array of Audi activities.

Programmes will include Le Mans motor racing, the UK’s largest amateur golf tournament, Goodwood, high-goal polo and red carpet arrivals at some of the hottest events of the season. It will also feature interviews with top celebrities and informative documentaries, such as the history of Audi’s legendary quattro, the production of the thrilling Audi ‘ski jump’ ad and the making of a watch inspired by Audi with highly acclaimed jeweler, Stephen Webster.

Link: http://channel.audi.co.uk/ 
Link: http://www.clickpress.com/releases/Detailed/486800...

Relevant other brands that created their own channel:

Bud: King of beers become King of content
Bacardi's Music Channel: http://www.buzzmachine.com/index.php/2006/04/06/wh...

Thanks for the hint: Prof. Dr. Luk Warlop.