The Microchannel concept

Information TV's licences allow it to provide micro-TV channels for clients in which the client has total control (within regulatory constraints) of the content and of the commercial revenues (advertising, sponsorship, etc) derived from the microchannel. The microchannel - branded by the client - can be as little as 30 minutes per week, extendable all the way to a dedicated 24/7 channel.

The microchannel can work in tandem with the client’s website, using the unequalled power and authority of broadcast TV to support what might be a web-based proposition. Microchannels can be informational, educational, self-promotional, or teleshopping/selling.

Many organisations are creating audiovisual content, with a view to distribution either via tape/DVD or on broadband via a website. We can provide the full technical infrastructure to support a broadband TV broadcast "channel", including, if required Video on Demand (VoD).

We believe that the ideal proposition is one which combines broadcast TV, broadband and websites, with each medium supporting the others. And traditional media (newspapers, magazines) can of course also be part of the whole communication mix.

The technology developments accompanying the growth of multi-channel television have created the possibility for niche dedicated interests to operate their own broadcast TV channels. Costs have come down. It is no longer necessary to have a mass-audience proposition on which to launch a new TV channel.

Launching a TV channel is easier than it has ever been. But it’s still a complex and lengthy process, with many obstacles, and high financial risk. Industry gurus will say that you need upwards of £2Million to start off, and must be prepared to fund the operation for at least 2-3 years before reaching break-even operation. Start-up typically involves 3-5 year contractual commitments to the key infrastructure suppliers. It also takes at least 6-12 months from the point of decision to actual launch. At present, Sky has closed the launch queue for new channels. The only way to launch a channel on the Sky platform is by acquiring an existing one. We can arrange this, and have launched several channels for clients.

However, most propositions might be better contemplating starting at the programme level, rather than attempting from day 1 to operate a 24/7 channel. Indeed, since viewer loyalty nowadays is to programmes and not to channels, the new venture may have the highest likelihood of commercial success if its objective stays at the programme level. Furthermore, some propositions may never need to attain, nor be suitable for, 24/7 broadcast.

Information TV can manage the entire process of "incubating" a new TV channel. The start point for a microchannel can be as little as 30 minutes per week, all the way to a dedicated 24/7 operation. We will, if required, help you identify partners for production, advertising and sponsorship sales, and other services related to your proposition.

We can get a new broadcaster on-air within a few weeks, without high start-up infrastructure costs, and with no heavy long-term commitments. We can then work with you in developing your proposition, extending your broadcast hours, and ultimately - if appropriate - providing you with your own dedicated channel, which we may continue to manage for you, or which you yourself take over. You can therefore focus on the core elements of your venture - the programme content and the commercial model.

See examples of some of our Microchannels here.

For more information contact Antony Carbonari, Commercial Director.
Email:  antony.carbonari@information.tv 
Tel: +44 (0)20 7131 6700