TMG Adds Car Channel to Ad Lineup

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Turner Media Group will launch iDrive4 TV, a sponsor-produced 24-hour video network, in January.

The network will feature automobile programming produced by advertisers in six-hour blocks. EchoStar Communications Corp.’s Dish Network will carry the network as part of its TMG-delivered shopping package.

TMG has signed DaimlerChrysler’s Mercedes-Benz and Jeep and BMW North America LLC, which will provide long-form programming. The channel will carry interactive elements where viewers can get more information or request a brochure.

In addition to programming from manufacturers, the channel will package auto after-market products (think Pimp My Ride).

Matt Stump