Audi debuted its branded-entertainment 24-hour channel, more than two years in the making, in the U.K. last week. Developed by Bartle Bogle Hegarty in London, the Audi Channel will be a platform for watching sports, such as Le Mans motor racing, and celebrity interviews, as well as documentaries and information about Audi brands. No outside advertising will air. The channel, broadcast by Sky Digital, is completely digital. Mark Boyd, BBH's director of content, said the channel was a necessary step for Audi to stay current. "In Europe, we're going to digital TV very quickly, and this is a great investment by Audi in understanding and leading that stage," Boyd said. "As things converge further, with broadband and mobile technology, we're really well-placed for all future developments."