Beer brand consider DTV channel launch

Brewers Carling are said to be considering launching their own Digital channel. The channel would show concerts which the company sponsors under the Carling Academy brand at a host of venues across the UK.

Carling, owned by Coors, is working with Enteraction TV on the project, currently codenamed 'Project Amber'. A number of pilot ideas for the channel, which would be aimed at the 18 to 24 year old male market, are currently being developed.

As well as showcasing concerts, the channel's programming would also include new shows such as Thirst and Back to the Roots. Thirst would feature previews, interviews and guest appearances from musicians, while Back to the Roots would see bands revisit venues where they first started out.

A Carling spokesperson said that they were "always looking at different opportunities to reach our target audience," whilst confirming that the channel idea was being explored.

A launch for the channel is being mooted on the Sky Digtial platform for next spring.