Renault TV aims to leverage the company’s existing content, which includes partnerships with Fashion Week and Formula One, and its 110-year automotive history, to provide an entertaining and informative service to potential customers.
It features five channels: Live, Entertainment, Autotainment, Infotainment and Motorsports, and continues a significant revamp of Renault’s marketing activities, driven by senior vice president of group marketing Stephen Norman.
A series of additional short films have also been created specifically for the service by TV production house RDF in London.
The launch of Renault TV follows last year’s decision to close Renault’s UK customer magazine, published by Brooklands Group.
Talking to MediaWeek, Norman said: "We are entering an era where the media is changing. How people consumer media is very different to what it once was."
He admitted the company has re-evaluated much of its marketing spend since his new team was formed in September 2007, when he said much of his budget was being dictated by incumbent agencies.
He added: "We realised the drive for productivity in media meant that we were under spending massively on TV and the internet and over spending dramatically on other media."
Last November, the Renault Nissan Purchasing Organisation (RNPO) awarded its consolidated €800m pan European media planning and buying account to Omnicom’s OMD. Norman said the move stands to save the group about 10% in media costs this year.
Following its alliance with Nissan, Renault is now part of the world’s fourth largest car maker.
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