What Car? Shifts Into Video On Demand

Haymarket’s What Car? magazine is branching out with the launch of an on-demand television channel through broadband and TV provider HomeChoice.

The channel is a joint venture with the HomeChoice, offering viewers more than 260 three-minute video road tests of cars currently available in the UK.

The library of content is constantly updated, with new models tested alongside regular news updates, motor show reports and exclusive features such as reader clinics.

Explaining the brand extension, Patrick Fuller, publishing director of What Car?, said: “Our mission is to deliver content in the way the consumer chooses to receive it, which is why emerging technologies such as video on demand and 3G are so important to our plans.

“We apply the same high journalistic standards to every aspect of our business and our video test team has been supplying the highest quality content to consumers on whatcar.com for more than two years.”

Viewers using the new service can search for videos by category according to type of car or by model and manufacturer.

HomeChoice’s COO, Dean Hawkins, welcomed the new channel, stating that its inception demonstrated the true potential of video-on-demand.

“We are very excited to launch such an innovative and unique service,” the TV boss said. “It also clearly shows how the media industry is now fully behind the exciting new opportunities the HomeChoice service offers.”

Haymarket Publishing: 020 8267 5000 www.haymarketgroup.com HomeChoice: 0800 072 4454 www.homechoice.co.uk