Land Rover has launched a new 24/7 broadband TV channel that is an interesting experiment in branded Internet television.

The ‘Land Rover Go Beyond’ channel will be dedicated to the spirit of adventure and features “Land Rover VIPs” such as Maria Sharapova, sailor Sir Robin Knox-Johnston, England Rugby International, Lawrence Dallaglio and celebrity photographer, Richard Young.

Go Beyond launched today at the New York International Auto Show and focuses more on lifestyle than cars, and is the first broadband TV channel to be launched by a car company.
Phil Popham, Managing Director of Land Rover, said, “Go Beyond is about going beyond personal boundaries and experiencing adventure in its many forms. It amplifies the core brand promise of Land Rover to ‘Go Beyond.’ It will also enhance our dealer environments, and work in tandem with our landrover.com website to drive sales and further improve customer loyalty.”

Mr. Popham continued, “The aim is to suit everybody’s idea of going beyond. It is certainly not a motoring channel, although you can find out about our Land Rover range of vehicles — and many of the adventures will feature Land Rovers. For some, off-roading in Africa will be their idea of going beyond. For others, it may be experimenting with new and exotic cuisine or staying in an extraordinary luxury hotel.”

Go Beyond TV will consist of six unique channels ranging from travel, to amazing Land Rover off-road journeys, food and wine, people and places. The content will be premium, contemporary and adventurous — three of the cornerstones of the Land Rover brand. The channel will be launched initially in English, reflecting Land Rover’s strength in markets such as the USA, UK, Australia and South Africa, but other languages will be rolled out in due course.

Go Beyond TV launches in New York offering a variety of original material from the Discovery Channel and sponsored partners including Born Free, Biosphere Expeditions and the Royal Geographical Society.
The Go Beyond channel will be on show at Land Rover dealerships and major motor shows, though anyone can access it online via a Go Beyond link at www.landrover.com.