Home improvement retailer, Mitre 10, has launched its own video streaming channel, with world champion rower Eric Murray anchoring the channel’s first feature series.
Mitre 10 said ‘On Demand’ is a response to the huge growth in consumer demand for streaming video, and features a host of original home improvement themed content that aims to tell Kiwi DIY stories and help New Zealanders with their own projects.
Channel content will include Eric Murray and his family’s bespoke house build, UK TV architect George Clarke’s experience of being locked in a Mitre 10 Mega store overnight with a crew of Kiwi DIYers, plus a host of tool tips, building and home styling advice.
Mitre 10’s GM, marketing, Dave Elliott, said as TV viewership declines and the demand for online video content continues to rise – particularly amongst those aged under 40 – introducing an owned content channel was a ‘natural step for Mitre 10.’
“Our purpose is to help Kiwis improve their homes, and by having our own centralised channel of great content we will do this even better,” said Elliott.
“While we are a retailer, we believe that we have to be much more than just a product end-point. To truly meet our customers’ needs we’ve got to be where they are and have a much broader, more engaging package.”
‘On Demand’ features over 80 how-to clips, approximately 50 tool tips, room renovation reveals, a selection of quick-fix home hacks, a design inspired Dream Zone section, the 11 episode Murray Project plus a six part series featuring George Clarke.
Elliott said the content has been carefully curated to provide a balance of short and long form entertainment and information, as well as facilitating product purchases.
“This content is engaging and informative, not just branded video. We’re telling the many home improvement stories of Kiwis to give others access to first-hand experiences for their own benefit.
“A DIY project, whatever it may be, is a journey. It starts with an initial idea and ends with the celebration of a job well done, and there’s a lot of learning along the way which we wanted to capture and believe Kiwis will get into.”
Elliott notes that the rise of online video as the preferred medium for information and entertainment has already been reflected in the popularity of Mitre 10’s Easy As content on YouTube, which has clocked up more than 15 million views, and will continue to complement the Mitre 10 On Demand channel.
“Mitre 10 On Demand will extend and deepen the digital experience offered by our easy as YouTube content,” said Elliott.
