Mercedes-Benz Revs Up Its Own Internet TV Broadcasting Service

In a pioneering move that is bound to be copied by competitors, Mercedes-Benz on Tuesday announced that it is launching its own Internet television broadcasting service on July 12.

Internet viewers will be able to watch Mercedes-oriented programming 24 hours a day on Mercedes-Benz TV. The service's five Web channels are dedicated to "lifestyle," cars, engines and sports, history and legends and innovation. The move into Internet TV makes traditional advertising approaches, such as the 30-second TV spot, seem as quaint as a horse-drawn carriage.

Mercedes said its television programming will be broadcast in German and English. It said that Mercedes-Benz events, including world premieres at auto shows, will be broadcast live in the future.

The first week of programming centers around Mercedes-Benz Fashion Week in Berlin. Racing drivers, including phenom Lewis Hamilton, will pilot vintage and new Mercedes-Benz vehicles on a special course around Berlin.