Broadband TV start-up to target UK niche communities

by Ian Quinn, Media Week 25-Jul-06

The former director of channels at Granada Media and the ex-commercial director at BSkyB have secured £9m in venture capital funding to launch a new broadband TV platform targeting niche communities in the UK.

Aggregator will unveil its first programming in September with 400 hours
of content per month on a subscription or pay-per-view basis, targeting
the estimated one million Russian-speaking people in the UK.

The plan is being spearheaded by chief executive Martin Goswami, who

spent four years as Sky's commercial chief before parting company with
the satellite giant.

Director of programming at the new venture is Chris Griffin, a former
MTV executive who went on to run channels at Granada.

Russian programming will include children's TV, documentaries and news,
and Aggregator plans to sell sponsorship opportunities and attract
advertiser-funded content. At least two other foreign language services
will follow this year,and will, initially, be available only via PC.
However, the firm's founders are in negotiation with Freeview PVR
manufacturers to enable its content to be compatible with a new
generation of digital terrestrial television boxes due for production
next year, complete with broadband connection.

Griffin said: "We don't see this as about taking on the giants like Sky
or BT. We may not be a threat to ITV's business model, but what we'll be
able to offer to advertisers is very specific, targeted audiences."