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Ofcom seem to have buckled and allowed Audi to start their own channel, I will be fascinated to see who will follow. I think that James Cherkoff has missed the point, but probably so have Audi looking at the budget, I can think of a few clients of mine who might be interested but if Audi are just going to use it to show their cars they are missing a huge trick. What they should be doing is providing excellent entertainment that will bring people to the channel, perhaps focused around the 19:00 to 23:00 slot and then do the car stuff the rest of the time with a couple of infomercial in between. The infomercial need to be entertaining and not seem like advertising. If people want to come to your channel Audi will have won a battle and fixed the advertising problem in one solution, they will need a bigger budget to make it work though!