Cube Gets It Only Half Right

I came to CUBE TV with the same expectations I've brought to all the IP TV channels and services I've looked at. Sad to say this was a let down. I registered, pressed the Channel buttons, spent some time waiting around for content to appear, watched the digital clock count down. Nothing.

CUBE has a small number of channels up there (two ITV locals, HYP, Fine Wine, Information, Music and Real Estate) but only the last of these worked for me. What use a channel you can't see?

It was only when I went to the Electronic Programme Guide that I found out all the CUBE channels were off-air (though Real Estate worked). But none of this makes sense. It should be a 24/7 experience; if there's maintenance going on we should be told. The interface shouldn't leave us staring at a blank box.

This is the first time I've felt negative about an IP TV initiative. Hope CUBE can explain.

Advertisers take over the Advertorial – and in some style.

In the past advertisers paid for advertorial, ads backed by pallid, unconvincing editorial. IP TV changes that. Brand managers can now go editorially creative in their own right.

Two recent examples: Landrover TV and Nike’s Joga TV. These are exciting developments.

Using the Narrowstep platform LandRover TV’s Go Beyond site celebrates achievements in adventure sports. Not confined to motors it also does travel (Great Palaces), Lifestyle (interiors), even cocktails.

Maven’s Joga TV is less ambitous in breadth but it couples the Nike ad series, Joga Bonito fronted by soccer legend Eric Cantona, to compelling visuals on soccer artistry starring the likes of Ronaldhino and Ronaldo. Maven’s fame claim of course is that it pioneered High Definition images over the Net which gives it a strong claim on the attention of brand advertisers. Joga TV also allows viewers from all around the world to upload soccer tricks’ videos and it’s supported by Joga.com, a soccer playing portal created by Nike and Google.

“Maven’s technology allows Nike to directly reach its audiences with an interactive experience that genuinely demonstrates the future of Internet TV, and enables them to accurately target and measure their campaigns. True Internet TV channels are redefining how online content is distributed, experienced and monetized,”  say the Mavenizers.

NIKE is following in the sneakersteps of trail blazers like Mountain Dew, Bud and others. Landrover though is consolidating a deeper principle, that adverts-as-entertainment, and niche  customer websites are one thing but brand managers may also be capable, willing and ready to manager whole TV channels.

Watching these initiatives evolve it becomes clear why terrestrial TV companies are desperately looking for product placement ideas. Is time running out for regular TV?