SingleMalt.tv

On September 29th, an interesting new site will kick off - that's the day that SingleMalt.tv launches.

Not really "television", it's an online channel - which is, in my estimation, the next logical step for the integration of infotainment and edumedia.

From the press release:

SINGLEMALT.tv is an Internet Protocol Television channel (IPTV) hosted by Narrowstep (UK), one of the world’s leading IPTV service providers. An IPTV channel brings video  programming directly to the desktop or laptop via the Internet. Viewers who visit www.singlemalt.tv have access to programming 24 hours a day with scheduled events and video on demand including news, features and ongoing series, all drawn from the world of Scotch.

The channel will be subscription based, with an introductory membership of $24.95 (US) per year - at slightly over $2 per month, that's not a lot of money - especially if the channel fulfills its promise and offers a wide variety of programming.

If, on the other hand, they are limited to a finite number of downloadable programs, the value becomes more questionable.

My big question - are there enough whisky geeks out there willing to pay $25+ per year for downloadable video? A lot of readers come to The Scotch Blog to get the latest news and my slightly off-kilter views on the Scotch Whisky Industry - but would as many people come, if I charged admission?

I guess that Rob Draper, the man behind the idea, is betting that there will be enough of an audience to support the channel - and maybe make a little money. Perhaps some of the bigger industry players will be kicking in some cash to keep the channel on the air (and if they do, ask them to send a little my way). Says Draper:

Internet television is the future, It’s new, innovative, exciting, and targeted. With SINGLEMALT.tv we’re able to reach an upscale, niche market today, delivering hi-quality programming originating in Hi-Def. We can also guarantee measurable results to advertisers in the luxury lifestyle space, something that sets us apart from the broadcast and cable networks.

I can also tell you that it is harder than you think creating original work, several times a week, focusing on Scotch Whisky  - Is there enough news and information - that hasn't already been visited - to support continued creative and original programming?

Here's a trailer for the channel - If the production values of this trailer represent what we can expect from the production value of the channel, then this should be some really good stuff.

Here's some of the programming you can expect:

• MacLean's Miscellany (Stories & Wisdom from Scotland's Leading Whisky Writer)
• Distillery Drams (Distillery Tours & Exclusive Interviews)
• The Whisky World Service (Whisky News from around the Globe)
• The Whisky Chef (French chef/author Martine Nouet Pairs Single Malt with Fine Cuisine)
• Destination Scotland (Moors & Mountains...Heritage & History...Golf & Fly-Fishing)
• Festival Follies (Highlights of Single Malt Events in Scotland & Around the World)
• Assignment: Scotch (In-Depth Stories Prepared by Award-Winning Journalists)
• Liquid Treasure (Profiles of the World's Top Single Malt Whiskies)

You KNEW this part was coming

That line up sounds all right, but this wouldn't be The Scotch Blog if I didn't offer some critique, now would it?

The whole endeavor seems highly focused on Charles MacLean. For the whisky industry to thrive, I strongly believe that they need to get away from the "smoking jackets and private club" image that permeates much of the marketing of Scotch Whisky - and though I'm sure I'll get hate mail for this (as well as many emails agreeing with me) - with their current direction, Singlemalt.TV is firmly entrenched in the old school of whisky marketing.

It's nice to see that my friend Martine, renowned author and chef, will be doing some segments, and I will certainly look forward to seeing her - I suggest that Singlemalt.tv involve more women, and more of what Martine brings to whisky - which is a real joie de'vivre.

In the end, I'm excited about this - the fact that someone thought Scotch whisky is so viable that it deserves it's own online television channel. I haven't heard about any forthcoming vodka, beer or even wine channels - but if this takes off, those can't be far behind.

Comments

[Rick Dobbs]

www.bud.tv

[Stephen Eley]

I think this is a good idea that's probably way too far ahead of its time. If you take the online content that's already out there as a barometer of demand... Well, as far as I can tell there's one really good high-profile blog (you) and one really good podcast. That indicates a solid community, but not a massive one. If you look at your numbers to guess how many tech-savvy people have an interest in the subject, only a fraction of those people will have sufficient interest to spend time and money on a lot of video content.

Of course I'd be happy to be proven wrong on this. It does look very good, and if it lives up to its promise on launch I'll probably pay the fee myself. I just worry that it's too ambitious to sustain its budget. I'd personally be just as satisfied with a good video podcast, sustained by advertising and donations -- and that would have been a lot easier to market.

[Kevin Erskine]

I swear I didn't pay Stephen to say that!

Aside from the compliment (much appreciated), I think your comments are spot on.

[Kevin Erskine]

Rick, I'd dismiss bud.tv as PURE advertising.
It'll probably just be stupid commercials with frogs and other talking animals 24x7.

[JasonN]

Free and good content may well generate more revenues through ad sales. Fact is, the ad budgets of whiskey companies are flush with green, moreso even that the buyers' wallets.

[Scanlan's Irish Tavern]

Good luck to Single Malt Whiskey T.V from the whiskey crew at Scanlan's whiskey shebeen in Gernika,Euskadi.

[frances oates]

Had a great time in Leiden. Could have done with more Scottish industry reps. Good to see so many Europeans making the effort with our national dress. frances.

[Aileeb Bordman]

I think Rob Draper and the whole concept of Single Malt is just brilliant. Rob put the finishing touches on my film Monet's Palate and without his help my film wouldn't be the same. He will do the same for the internet and the distibution of content. CHEERS ROB DRAPER!! - Aileen Bordman/Monet's Palate