A-B says that content will include sporting events, celebrity interviews, music downloads and consumer-generated content. Bud.TV could feature up to seven channels accessible from its portal, each dedicated to a specific genre.
Some content providers are already inked, including Wild West Picture Show Productions, the outfit behind a Vince Vaughan documentary; Kevin Spacey's TriggerStreet.com, which is expected to provide short films from promising auteurs; and @radical.media, which produced "Metallica: Some Kind of Monster." More providers are expected.
DDB Worldwide will manage and produce the Web network. Jim Schumacher, former vp-creative development, will head the new digital marketing team overseeing Bud.TV. Schumacher reports to longtime marketing heavyweight Tony Ponturo, vice president-global media and sports marketing, on the project.
"We're always looking for new opportunities to connect with adult consumers on a more personal level," said August Busch IV, A-B president, in a statement. "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."
A-B has already hopped onto the branded entertainment train. Budweiser.com features much more than information on Bud Light and Michelob. There is a vignette with Nascar's Dale Earnhardt, Jr., plus music and entertainment content.