A Hero’s Quest: Launching a TV channel in 2009

Back in the Spring, I attended a launch party for a new free-to-air digital channel called Quest TV.

Unfortunately, due to some last minute complications, the launch was inexplicably delayed and is now scheduled to go live tomorrow instead.

What follows it the post I wrote on May 22nd. Most of the points still stand so I have no qualms about dusting it off and finally publishing.

Your thoughts and comments, as always, are welcome.

Enjoy.

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Hero Quest was one of my favourite board games when i was a kid. Yeah you had your Monopoly and your Cluedo, but when it came to getting your Wizard on (and if D&D was too complicated) then Hero Quest was the way to go…

Last night folks, I attended the launch party for Quest TV.

With previews of programs such as Heli-loggers, Rescue Me and the old school Mission Impossible, the whole package was delivered in a jaunty, rather tongue-in-cheek but seriously amusing way.

However, because of the trek down to London from my office in Marlow however, I was late and arrived just as they were showing the channel’s idents. These I thought were quite clever and the scope to expand on them is definitely there, but we’ll come back to this one later.

As the evening went on I was introduced to a couple of representatives from Discovery – the television company behind Quest TV, and we spoke about how/why the social media outreach had been done specifically for this Quest TV’s launch. Aside from the low-cost aspect (and subsequent potential ROI), they insisted it was mainly stemmed from their desire to try something different.

A courageous move for sure and one that should be applauded. What with there being no real case studies to point to (regarding successes/failures with new ‘old media’ channel launches), they have carte blanche to pretty much do as they please. New TV Channels are a rarity here in the UK, so it’ll be interesting to see how they move this forward; it was noted at the time that the worst thing they could possibly do right now, would be to reach out… and then walk away.

Social media isn’t a channel, it’s the nonsense term applied to all things conversational and online, (these days I’ve taken to calling it ‘the web’), however – sticking to that principal – the web isn’t just another channel either. It opens up a world of interactivity and engagement which has never been seen before, especially in the world of ‘old/traditional’ media.

The idents that I touched upon earlier, are a great example of how the web could be used to further their brand.

Here’s a selection of the ones they had on show last night:

Not bad at all.

I can totally see an online campaign which involves viewers at home producing their own Quest TV idents. The ones shown above are short, fun and relatively easy to make. Why not further the conversation by reaching out to your own ‘users’ to help build the Quest TV brand?

Or, maybe ask viewers if they are on some kind of quest themselves. I’m reminded of the Britglyph project which famously had a mad Scotsman take part by placing his own rock in the rain in the middle of the night.
Hilarious, but awesome.

If that was online, what kind of scope do we have with TV?

Like I said the channel launches tomorrow and it seems Quest have already dipped their toes in, let’s see if they’re ready for a swim.

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