Fast lane to hearts, minds, wallets

Molson-Coors and Diageo are investing in the Bar Channel, a video network that broadcasts directly to Canadian bars.

The network uses a closed-circuit internet connection that feeds content to flat monitors, which it provides to bars.

Since its launch in April, the Bar Channel has expanded to 88 Ontario bars, raking in $600,000 in first-year revenue. It plans to expand to 50 bars in Calgary and 50 in Ontario in '08, reports Advertising Age.

The network drew partcipating bars by paying for monitors and related equipment. In exchange, it manages the advertising. Bars may sell 10 ad slots per month at about $300 each.

Beyond the requisite live sports feeds, the Bar Channel shows 2-minute bloopers, extreme sports, scantily clad women, and other democratic programming.

The bar's name and logo, sponsor logos, local time and weather, and messages from the bar are also embedded into video content.

Advertisers have the flexibility of advertising by location. Diageo, for instance, will hawk Guinness at Irish-themed bars while promoting Smirnoff Ice at other locations.

Other advertisers include the Ontario Lottery and Universal Pictures.