AS: We felt it would be better if we try to pick and choose, and pro-
vide content that we felt would be interesting to our target. That
allows us a platform in which to support some of the new emerging
artists, directors, filmmakers, and people that we’ve been working with
throughout our history.
I think from [a marketing perspective] we’ve seen—especially for
this younger target—that they’re very savvy, and they can tell when
something is authentic or not. And so for us, Scion Broadband is really
about maintaining that authenticity with this target audience.
RM: Other brands have taken a cue from Scion—Adidas.tv,
American Eagle, and the ill-fated Bud.tv, for instance. How do you at
Scion Broadband, as one youth-oriented online entertainment net-
work, differentiate yourselves from other emerging networks that will
overlap your audience?
AS: First of all, we’re completely different industries. From our
perspective, we’re not necessarily looking to differentiate ourselves. I
think we have a core DNA that has always been about being authen-
tic, not being in your face about marketing.
So as long as we hold to that DNA, it doesn’t really matter to us
what other brands are doing. For us, everything that we do is talking
about, “Yes we’re a car brand, but we’re so much more than a car
brand.” I think as long as we stay true to [that DNA], that’s all that
we’re really concerned about.
RM: But what happens when it seems like every brand out there
gets its own broadband entertainment network?
AS: I equate that to thinking about the idea of a website. Ten
years ago, companies started adopting websites. Now today, what
company doesn’t have its own website? Everybody has their own
website. Now it’s on to “What is the next big thing?” Basically it’s
just a natural evolution. Pretty much every large brand will not only
have websites, but they’ll have all this rich content. So be it. Who