Audi TV Channel

I rarely ever post links to articles that require registration, but this one is too good to pass up. According to this LA Times article (registration required), Audi has launched a TV channel in the UK, and may have plans to expand to other countries. Here's the explanation of the Audi Channel from that article:

"The Audi Channel will run 24 hours, seven days a week and is aimed at a
mass-market audience: British car owners and car enthusiasts. The
launch schedule is split between product-related "infotainment" during
the day and more general entertainment-driven material in the evenings
and on weekends."

The channel is broadcast to 7.6 million homes through Sky Digital satellite TV, and cost Audi around $3.5 million to set up, and around the same in running costs each year, which is about the same as the annual expenditure on the Audi UK website.

So why did they do it? Because of the fragmenting media marketplace, and the fact that they were concerned people weren't spending enough time with their TV ads. I guess when the whole channel is a commercial, your TiVo doesn't have the same appeal.

Visit the Audi TV Channel section on the Audi UK site.

My question is... why didn't they do this online, instead of on satellite TV? I would ask Howard Stern the same question.

Link via AdPulp.