Cable and VOD play RipeTV launches soon with ultra-short programming that’s designed to be fast-forward proof. The ads surround content similar to how score and player information surrounds the live action in sports broadcasts. The content is geared to young men, with lots of sports, gadgets and gratuitous cleavage shots. Following a summer test on Comcast VOD, it launches October 28 on Comcast, MSN, Akimbo and ripe.tv. A mobile phone channel is reportedly also in the works.
I had planned to cover this in greater depth, but my calls to the company have gone unreturned, and an e-mail bounced.
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