Bud.tv Blues

Well it hasn’t taken long for the wheels to start coming off Bud.tv.

From The Hollywood Reporter:

“The beermaker’s new 24/7 branded digital entertainment network has seen the fizz from its Super Bowl kickoff evaporate quickly, averaging just 253,000 visitors in February, its first month online, according to new data from Comscore Media Metrix. A-B marketing execs reportedly projected reaching 2 million-3 million visitors per month by year’s end.

Tony Ponturo, vp global media and sports marketing at Anheuser-Busch, attributed the sluggish traffic to the controversial age-verification system necessary to access the site.

“The first week after Super Bowl, the site got an average of 20,000 visits a day, but only about 800-1,000 a day were registering — we think because of the registration process,” Ponturo said via e-mail.

From NewTeeVee:

“This isn’t to say A-B has been blameless. After all, the site breaks almost every accessibility rule, with pop-up windows, content wrapped completely in Flash, and poor use of screen real estate. You can’t embed videos and if you send your friends to the site, they have to register.

And there’s the lesson — unsexy, oft-repeated, but true — that A-B needs to take away from this. You can have good writers, good actors and good shows. But watching video online is all about ease of use. If you make it hard on your audience, your audience will make it hard on you.”

From Lost Remote:

“I fear I’m coming close to writing the epitaph on Bud.TV and it will read as follows: “Good idea, badly executed.”

Someone else will take this concept and be successful with it. Don’t write off the concept – but it may be time to kick the keg.”

About Daniel Davenport

Daniel is a digital media executive with internet and broadcast experience. Daniel is currently the executive strategy director at THINK Interactive.

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