Mercedes-Benz launches its new Internet television broadcasting service today, with live reports from the Mercedes-sponsored "Fashion Week Berlin". The service will broadcast in German and English, and marks a new standard of online brand marketing.

As well as live broadcasts, "Mercedes-Benz TV" will offer 24-hour Merc-orientated programming, with five channels to choose from. "Mercedes-Benz TV opens up a new and very emotional communication channel for our customers and anyone interested in the brand," said Dr. Olaf Goettgens, Vice President of Brand Communications for Mercedes-Benz Passenger Cars. "Our Internet television service sets new standards in terms of content and design, while using video images to convey the fascination and legends that surround the brand with the star."

As the first Internet TV offering, Mercedes-Benz's marketing initiative combines the broadcasting features of ordinary television with the new possibilities offered by a platform on the internet. Presenter Tanja Bülter, for example, presents a weekly news magazine in the traditional fashion. Individual reports and features are interjected in this magazine program which can then be called up and watched by site visitors at any time. This feature gives Mercedes-Benz TV a strong combination of 24-hour programming and on-demand archives. Commentators are hailing the initiative as setting a precedent for the future of online marketing.

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