Renault TV aims to be “a showcase for the brand and its products, broadcasts news on the latest models and features magazines and entertainment for all audiences.”
“Renault is the first automobile manufacturer to launch a television channel on Sky, Canalsat and the internet,” said Patrick Fourniol, Renault’s communication marketing director, in a statement. “With a potential audience of nearly 30 million people, Renault TV is a real opportunity to broaden our target.” (It should be noted that a similar venture was launched on Sky by Audi in October 2005, closing four years later).
Renault TV builds on the success of www.renault.tv launched in March 2009. Audience ratings are growing for Renault’s web TV channel, www.renault.tv, available in French and English. With an average visit time of 15 minutes, it rivals with the best video program sites on the internet (compared with 20 minutes for BBC iPlayer), according to the French car maker.
The move by Renault is a very interesting one, especially in the hard times for car manufacturers. Branded (print) magazines have been the order of the day, but now direct communication by the manufacturer to its customers is entering a new phase, which will no doubt have its impact on advertising sales by commercial broadcasters. Money spent on Renault TV will not be spent buying airtime on other channels.