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Surfing Live: Direct network for retailers

By Tiffany Montgomery
November 27, 2007 5:49 AM

I noticed the new plasma televisions at Wahoo's ran clips and commercials from surf and skate brands, live video from surfing events, surf conditions from local spots, plus a banner with Wahoo's beer special of the month.

I caught up Jay Johnson, creative director of Surfing Live Direct, and asked him a few questions about the network. He sent me information on two different networks - Wahoo's Live and Surfing Live. Both are brands under the iTV360 umbrella. iTV360 produces live webcasts for action sports and entertainment events.

Surfing Live is used by Jack's, Hobie and Catalyst, according to Jay. Retailers pay for the service on a three-year, lease-to-own arrangement and get a cut of the advertising revenue. After three years, the network price drops but the advertising revenue continues.

Wahoo's Live was created just for Wahoo's, obviously, and the content includes tons of advertising clips from action sports brands.

Here are a few questions Jay answered:

What is Surfing Live Direct?

Custom developed and branded Live Action Sports Content Network.

How do you get content?

We (iTV360) do a majority of the live webcasts for the surf industry, plus partnerships with all other events and video partnerships.

What is the business model - how do you generate revenue?

All based on brand advertising in the custom branded displays.

What brands are participating in the network?

Boost, Volcom, O'Neill, Lost, Body Glove, Sanuk, No Fear, many more.

Who owns the company?

Greg Murphy and Jay Johnson.

How long has it been around?

Launched first Network Display in Katin Surf Shop 2003.

Where is the company headquartered?

Dana Point

When I've been in Wahoo's, the live feed portion has not worked. Is that working now or is there a glitch in that part?

Should be working solid. We communicate to the machine daily to feed new content and advertising.