Simply Media set to target market for the over-50s

BrandTV, the parent company of broadband golf channel Golfbug.tv. Simply
Media has also bought a range of content from home entertainment firm
DDHE, including war-themed footage and travel material.

After relaunching Golfbug.tv, the intention is to debut three or four
further channels covering a variety of sports. The channels will add to
Simply Media's portfolio of broadband TV properties. These include
Simply.tv, which launched in July and joined Beauty Zone TV and Food
Zone TV in an attempt to corner the women's market.

"August is always a good month for shopping," said Scott.

"After this acquisition we'll continue to run the mail order business
that comes with it. We'll then try to get the customers online to order
content and watch our channels. The aim is to create a series of niche,
special interest channels."

Scott said that building a convincing sell to the over-50s market will
be a challenge, but that he had made the decision after several surveys
showed the untapped potential of the market.

"It's a tough job ahead of us, targeting the over-50s, but it's an
interesting experiment," he said. "We're strong in the parenting arena
and it makes sense to offer something to the age group above that. The
over-50 area is something missing in what we offer, but we'll try to
make inroads into that area."

Simply Media's home entertainment channels will launch in beta form by
the end of the year. Scott is confident about growth prospects for the
rest of 2007.

"We currently have about 250,000 unique users a month and I'm hoping
that will double by the end of the year," he added.