Anheuser-Busch to launch Bud.TV

Cory Bergman September 6th, 2006

Just about every media company has launched a broadband entertainment portal, and now advertisers are getting into the action, too. Anheuser-Busch’s upcoming Bud.TV will feature comedy, sports, news, short films and other video programming from Wild West Picture Show Productions, TriggerStreet.com and LivePlanet, to name a few. “We’re always looking for new opportunities to connect with adult consumers on a more personal level,” said August Busch IV, president, Anheuser-Busch. Press release…

PRESS RELEASE — ST. LOUIS — Anheuser-Busch will tap into the
world’s growing online community by launching an internet-based
entertainment network — Bud.TV — featuring 24-hour live and on-demand
programming from numerous exclusive partners such as Wild West Picture Show
Productions, TriggerStreet.com, LivePlanet, SEED, @radical.media, Omelet
and DDB Worldwide.

Bud.TV will engage contemporary adult consumers with a wide array of
entertainment options in branded and original proprietary content including
new humorous webisodes, sporting events, consumer-generated content, field
news reports, celebrity interviews, music downloads and comedian vignettes.
The first-of-its-kind initiative is slated to launch in February 2007, and
more content providers will be announced in the coming months.

“We’re always looking for new opportunities to connect with adult
consumers on a more personal level,” said August Busch IV, president,
Anheuser-Busch, Inc. “With adults spending more time online looking for
entertainment to fit their lifestyles, we believe Bud.TV will enable us to
reach them in an engaging and fun way.”

Bud.TV will launch as a multi-channel online network, with as many as
seven channels dedicated to a variety of consumer-interest areas, including
comedy, sports, news, short films, and original and mainstream programming.
The network will also serve as a distribution platform for multimedia
content providers showcasing new and creative material. Bud.TV’s innovative
desktop application will allow users to view the content in full-screen DVD
quality, setting Bud.TV apart in quality and performance from other online
entertainment portals.

Bud.TV will partner with Wild West Picture Show Productions in the
marketing release campaign of its upcoming documentary “Vince Vaughn’s Wild
West Comedy Show.” In addition, Bud.TV will showcase short films of rising
filmmakers and screen writers on Kevin Spacey’s TriggerStreet.com project,
along with multi-platform productions from LivePlanet — producers of the
Matt Damon-Ben Affleck fronted “Project Greenlight,” the world’s largest
online filmmaking contest.

“Supporting TriggerStreet.com since its creation four years ago,
Anheuser-Busch understands the importance of encouraging promising talent
in new and innovative ways,” said Spacey, Academy Award winning actor and
founder of TriggerStreet.com. “With Bud.TV they are continuing on this
exciting path while providing original content for the growing number of
adults who seek entertainment on the Internet.”

Bud.TV also will tap into existing and forthcoming projects from
partners like SEED (a division of Backyard Productions), @radical.media,
and Omelet for reality programming and original content.

“We saw a great opportunity to partner with several of the world’s most
enlightened entertainment content providers into a single, unique online
network,” Busch said. “As adult consumers look for more entertainment
options online, Bud.TV will help redefine the boundaries of emerging
media.”

Anheuser-Busch tapped into the talent of its former Vice President of
Creative Development Jim Schumacker to head up the new Digital Marketing
team overseeing Bud.TV. Schumacker and his team report to Vice President of
Global Media and Sports Marketing Tony Ponturo as the company expands its
use of new media to communicate with consumers.

Anheuser-Busch is working with DDB Worldwide as the lead agency to help
manage and produce Bud.TV. Rodgers/Townsend (St. Louis) is providing the
interactive design for the website and desktop application, and Nine
Systems (San Diego) is producing the technology and distribution platform
for Bud.TV.