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BSkyB targets motor sector with TV show

BSkyB has launched its business-to-business Automotive Channel, which from November will provide manufacturers the facility to communicate directly to their dealer networks.

The Automotive Channel is designed to “raise the overall standard of news and analysis” through five hours of programmes a day, Monday to Friday, starting at 8.30am. Market sectors covered are: aftermarket, franchising, new car sales, fleet and used car sales.

BSkyB claims that a number of major manufacturers are “close to signing” distribution deals. Payment is through a monthly subscription of £245 for news only or £295 for news and training programmes.

From November, manufacturers will be able to broadcast their own programmes exclusively to their dealers during the hours when the Automotive Channel is not broadcasting. Bruce Cuthbert, Automotive Channel head of development, said at the Birmingham motor show: “Manufacturers will have the ability to spread their message exclusively to their dealer network.

“They could broadcast a training programme, an announcement from a top director or unveil a new product or sales incentive straight to the dealer principal and their sales staff.”

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