[London] Audi is working with Bartle Bogle Hegarty
to launch a U.K. digital satellite "Audi Channel" late this summer on News Corp.'s British Sky Broadcasting. Programming, under development by Bartle Bogle's London office and a TV production company, will focus on Audi cars and have regular commercial breaks with spots created by the agency. The Audi Channel won't be a direct sales channel for cars, but will make sure consumers know how to make a purchase. "It is becoming increasingly common to see brands own the media instead of being simply media buyers," said an executive working on the Audi Channel project. "It makes sense to a lot of brands to have a better way to communicate with consumers."