Anheuser-Busch's bold entertainment endeavor Bud.TV. From the year-long hype to the recent controversies around the site's inaccessibility and, conversely, the contention by 20 US Attorneys General that the site is actually too accessible to minors, Bud.TV has had its share of publicity.

And rightfully so. "You could argue that this is the most famous brand-based website to ever launch in marketing history," says David Rolfe, production director of content at DDB, Chicago and one of the architects of much of the site's content.

But with mixed reviews and monumental legal woes, Bud.TV has hardly been met with the laudatory fanfare its creators might have hoped for, given that it marks the first time an advertiser has launched a large-scale move into content creation.

So what does it take, as a brand, to create an online entertainment network and why did America's biggest beer brand choose to blaze this particular trail?

For Anheuser-Busch (AB), the leap into content was not such a large one, says Rolfe. "Anheuser-Busch has developed an accomplished advertising-based format. Their brand is already associated with entertainment and they have the relationships with entertainment providers. They're so tied to entertainment that going into that world was an obvious extension."

Jim Schumacker, VP digital marketing at AB says the wheels were set in motion nearly two years ago for Bud.TV, which is not a beer-branded website, but rather an entertainment network. "One of the objectives at the beginning was that we wanted this to be an incubator for ideas that we collectively have with our agencies and production partners that might eventually end up on [TV] networks," he says.

"It doesn't take much to pick up every newspaper over the last year predicting the end of the 30-second spot and to realize that this was something that had to be done," adds DDB VP, executive producer Todd Brandes. "Time may tell if it's going to succeed or fail, but we think it's going to succeed and be the right thing."

The question of success is a big one, and not one that anyone's oblivious to. In fact, Schumacker is equally honest and optimistic when he talks about how Bud.TV has fared thus far.

"Over the last two years, as we understand what it entails to pull something of this size off, we have morphed," he says. "I was naïve enough to think, '30-second spot, we've got that down; let's move forward and start developing long-form content'. But you know, this thing is a huge undertaking and we're all learning as we go."

Bud.TV consists of a basic web interface hosting shows ranging from original comedy series to reality and event-based programming. The original shows, which comprise about 60% of the content, come from a variety of sources, including DDB, Chicago, which created 56 episodes, and LA-based branded entertainment company Seed.

One of the main keys to success, says Rolfe, is delivering entertaining and compelling content. In order to do that, the right partners have to be brought in.

"We all know that if you have one minute to make someone howl, you'd be hard pressed to bet against any agency in the world," says Rolfe. "But long-form is where agencies need to improve."

For Bud.TV, Rolfe hired scriptwriter and SNL veteran Matt Piedmont. Says Rolfe, "We wanted to bring someone in who had a really strong sense of story arc, someone with skills in comedy."

As with any network there are hits and misses in the programming. Comedies Arrogant, Fake Rich British Guy and Puppet News Team fall flat, while others like the audacious Donnie Briggs: Life Coach and The Future Show, featuring Chris Parnell, maintain interest throughout the several episodes. Reality series Truly Famous, which follows a definitively un-famous 'star' and his entourage, and What Girls Want, where three hotties try to transform average Joes into desirable bachelors (both created and produced by Seed), hit the right tone.

However, it's the more reality-based, licensed programming that seems to have the most oomph, including a screenwriting contest called Finish Our Movie, Kevin Spacey's TriggerStreet short film series, and coverage of Sports Illustrated's Swimsuit Edition party.

While the content is varied, and largely male focused, Rolfe says the intention is to build Bud.TV as a true network, where people will gravitate to their favorite programming. "It's meant to be something for everyone. Not everyone is going to like every piece. I only watch Lost on ABC; I don't know what other shows are on there, but I'm a pretty devoted fan. It's not improper to build that parallel," he says, noting there will be a focus to build a broader audience.

With an increasing pool of content to choose from, the actual web interface leaves something to be desired, which Schumacker says is part of the evolution. Though unfortunately not marked as such, the current incarnation is a beta site (users are more forgiving of beta sites), with enhanced and desktop features, as well as plans for some type of controlled user-generated content, in the offing.

So far, Bud.TV's biggest hitch has been the issue of age verification. To date, many user complaints have revolved around the rigorous process required to access the site's content, including providing government ID such as a driver's license number to register. On the other hand, the Attorneys General contend that as an alcohol company, Anheuser-Busch is potentially marketing to minors with Bud.TV, resulting in a catch-22.

"We have age verification, that's a fact of life. And we're working with the Attorneys General to make sure they're happy. Unfortunately for us, if we did not have the age verification and we abided by what we do from a media standpoint, where we purchase media 70% at 21-plus, we would have a much higher unique visitor rate," says Schumacker, noting that 850,000 users have "tried to" access the site in the four weeks after its launch. Success would mean 500,000 to one million registered users in the first year.

Regardless, Brandes says Bud.TV is a winner. "Anheuser-Busch has had the guts to take the first shot and be the first in this space. To have an advertiser or brand create their own content was clearly the first of its kind. Whether it succeeds or fails, there's no going back. Whatever it morphs into, they will have taken the first step."

Bud.TV http://www.bud.tv
DDB http://www.ddb.com
Seed http://www.brandedbyseed.com
Anheuser-Busch http://www.anheuser-busch.com