Car buyers and aftersales customers are the latest target audience for Directvu TV, whose managing director, Bryan Horner, was an executive with TVR until 10 years ago.
He believes there will be a demand for a mix of manufacturers’ brand-building commercials, dealer information and national news flashes on 42-inch plasma screens in showrooms and service reception areas. “I would have leapt at the chance when I was at TVR,” says Horner.
Directvu TV has not yet explained Motorvu to any motor manufacturers or dealer groups but Direct Group Partnerships, its parent company, has provided a similar limited service for Vauxhall and insurance marketing for Renault and Mini.
The company does not see itself as a successor to the Automotive Channel, which failed in 2001 to convince dealers of the value of its news, features and commercial information service despite backing from the SMMT and other trade bodies.
Gaynor Harper, Directvu TV national account manager, says: “Motorvu is not a television channel, but carmakers and dealers will have the chance to display pictures of new models, finance options, insurance offers and aftersales information, all within their corporate branding. It will cost dealer groups with up to 50 dealerships £350 a month for each outlet.”
Harper says Motorvu TV could also appeal to Kwik-Fit and other repairers with waiting rooms. Directvu TV is in talks with Virgin Trains and other companies to provide tailored TV services.