In line with current advances in media technology, the specialist cable channel Men and Motors is, from today, offering a new service online that allows viewers to ignore again the last 7 days of the channel's output.
With an average daily reach of 7%, Men and Motors is ignored by almost all, apart from pub landlords, battle re-enactment enthusiasts and overweight teenage boys. Now viewers will have the opportunity to disregard for a second time programmes such as "Custom Choppers" and "Car Cruzin' Highlights".
Derek Hefener, 43, managing director of Men and Motors, explained that the new "Ignore-Again" on demand service would fit in with the ethos and image of the station: "We make programmes no-one wants to watch, and we're proud of that fact." Viewers can select a programme from any day in the last week and, after pressing the red button, discover that their television has immediately switched off.
Rival companies will be watching carefully the audience take-up of the new service. Already, UKTV Gardens and Golf Channel TV have suggested that they might be interested in a similar service, while The Bakelite Wireless Channel itself claims that it already is its own self-discounting station.
