24-hour, internet-based TV network that will premiere next year, the day after the 2007 Super Bowl
• Boosted by relationships with major Hollywood figures including Kevin Spacey, Vince Vaughn, Matt Damon and Ben Affleck.
• Budget: 10% of the brewer's $607 million media largesse. The bulk of the spending would come at the expense of prime-time and late-night TV.
• Target: 21- to 27-year-olds
• Content: 8 channels
1. Sports-related web channels on Bud.TV will offer an obvious vehicle for programming linked to the brewer's exhaustive sponsorships of auto racing, football and baseball, among other sports.
2. TV Shows: Short, sitcom-style programs. One concept in development, dubbed "Replaced by a Chimp," features chimps replacing human workers, and allows viewers to vote on whether the simians did the jobs better.
3. Bud Tube: A concept developed by Goodby, Silverstein & Partners, San Francisco, this channel will feature A-B commercials shot by consumers.
4. Happy Hour: scripted in part by former "Saturday Night Live" writer Matt Piedmont, this station's content will be updated at 4:55 p.m. daily, and feature satirical newscasts, stand-up routines and "punking," Mr. Schumacker said.
5. Reality: Concepts in development include makeover- and dating-themed programs.
6. Comedy: Expected to include footage from actor Vince Vaughn's recent A-B sponsored comedy tour, as well as jokes from consumers that involve A-B brands.
7. Hollywood: Leverages partnerships with Messrs. Damon and Affleck's "Project Greenlight," billed as the world's largest online filmmaking contest, and Mr. Spacey's TriggerStreet.com, which supports aspiring filmmakers. It will also hype movies featuring A-B product placements.
8. There will be a fashion channel as well, and a talk-show channel featuring sportscaster Joe Buck is also a possibility.
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