Hill, Holliday Gets ‘In2TV’ for AOL

BOSTON “Online. Anytime. Always free.” That’s the theme of an online and billboard campaign backing AOL’s In2TV online channel that streams classic sitcoms and dramas.

In2TV was launched last month with Intel, Kia, Kraft and Hershey’s as advertisers [Mediaweek Online, March 15]. The channel, which AOL and its partner Warner Brothers announced last year, allows viewers to stream full-length, ad-supported episodes of a range of Warner Bros. television shows such as Welcome Back Kotter, Growing Pains and Wonder Woman.

Interpublic Group’s Hill, Holliday, Connors, Cosmopulos here, an AOL roster shop for several years, fashioned the creative, which literally depicts a “couch potato” (in the form of an animated, rerun-addicted spud). The In2TV media spend was not immediately available. AOL spent close to $300 million overall in measured media last year, per Nielsen Monitor-Plus.

Internet-based TV channels have been gaining momentum, as both media companies and advertisers seek new revenue streams. Land Rover last week launched Go Beyond TV, which will include content fashioned by WPP Group shops such as Young & Rubicam [Adweek Online, April 14]. In addition, many traditional broadcast and cable networks have begin to make at least some of their content available online, often as downloads for nominal fees less than $2 per 30-minute epsiode.

Besides full episodes, AOL has created unique interactive content packages for In2TV that borrow from its shows’ noteworthy episodes. For example, a video compilation entitled “Starplay” features clips of stars such as Brad Pitt in episodes of In2TV’s series before they were well known.