Mercedes-Benz to Launch Internet TV
Mercedes-Benz will launch its own Internet television broadcasting service on July 12 with a live report from Mercedes-Benz Fashion Week Berlin. “Mercedes-Benz TV” will broadcast in German and English and set new standards for online brand communication. The Internet TV service will feature a weekly news magazine hosted by Tanja Bülter, a society reporter from the RTL television network. The program will be about 20 minutes long and will offer news, facts, and background information from the world of Mercedes. Internet viewers will also be able to watch programs 24 hours a day on the service’s five Web channels for lifestyle, cars, engines & sports, history & legends, and innovation. Mercedes-Benz events at auto shows and the brand’s world premieres will be broadcast live on Mercedes-Benz TV in the future as well.
“Mercedes-Benz TV opens up a new and very emotional communication channel for our customers and anyone interested in the brand,” says Dr. Olaf Goettgens, Vice President Brand Communications Mercedes-Benz Passenger Cars. “Our Internet television service sets new standards in terms of content and design, while using video images to convey the fascination and legends that surround the brand with the star.”
The launch of the weekly news magazine will be accompanied at 8:00 p.m. on July 12 by a special primetime presentation of “Power Meets Fashion” - live from Mercedes-Benz Fashion Week Berlin. The big highlight here will have race car drivers such as Lewis Hamilton and Klaus Ludwig, as well as other celebrities, taking both vintage and brand-new Mercedes-Benz vehicles for a spin on a special course set up between Brandenburg Gate and the Victory Column.
The cars driven here will range from an Uhlenhaut coupe to the current luxury convertible concept known as “Ocean Drive.” In addition to featuring interviews with celebrities like Oliver Bierhoff and top model Eva Padberg, the live broadcast also will present exclusive background information on Fashion Week.
As the first Internet TV offering, Mercedes-Benz TV combines the broadcasting features of regular television with the new digital possibilities offered by the Internet. Anchorwoman Tanja Bülter, for example, presents her weekly news magazine in the traditional manner. At the same time, onsite reporters present individual features for the magazine when appropriate. These reports can also be called up from any of the five channels at any given time on demand. Mercedes-Benz TV features an intuitive system and is therefore very easy to use. Approximately 60 minutes of programming will be available on each channel when broadcast operations are launched.