Law & Kenneth launches video site, LawKenneth.TV

The site will showcase videos that highlight the power of thoughts, ideas and innovation. It will be monetised through ads

The digital arm of advertising agency, Law & Kenneth has developed a website named LawKenneth.TV.

The site is live and the agency has started advertising the URL of the portal as well. However, the site does not carry any content yet. It only displays 2D characters that have television-shaped heads; while the punch line says, 'The Power of Thought, Coming Soon'.

When afaqs! contacted Law & Kenneth to know more about the site, the agency revealed that LawKenneth.TV is a Web TV or video-content portal, and content would be available on the site from December 01.

"It will showcase videos, which highlight the power of thoughts, ideas and innovation across various domains and categories," Anil K Nair, managing partner, Digital Law & Kenneth, tells afaqs!. Eight hours of fresh video content will be uploaded on the site everyday.

He adds, "Videos, which will point out or be related to innovation, will be aggregated (from the internet), syndicated and developed by the Law & Kenneth team." Apart from sourcing the videos on its own, the site will also allow marketers affiliated to the agency to submit videos.

When afaqs! enquired whether advertisers unrelated to the agency would be allowed to upload content on the site, the agency did not state anything explicitly. It pointed out, "LawKenneth.TV is an open source model, and we at Law & Kenneth believe that it's the only way to pioneer a new medium. The more open we are to share content, the more we expect the consumer to contribute in terms of value from the users. So, there is no entry barrier."

In the next phase, LawKenneth.TV would also be opened to users, who will be empowered to upload video content (user-generated content) to the site. The agency claims that in future, more than 90 per cent of the content on LawKenneth.TV will be user-driven.

The agency has not specified the criteria that will be employed to choose videos. It is also not clear whether the agency would moderate the content uploaded by users.

Will Law & Kenneth monetise the site? Nair points out that there are plans to serve ads on the website and specific categories of video content could be opened for sponsorships. A dedicated business development and marketing team could be employed to look after the growth of the site.

Nair also indicates plans to launch more such sites -- one of which could be related to gaming -- in future.

With the availability of video content across various platforms on the internet, it will be interesting to see whether a dedicated site for videos related to the power of ideas or thoughts gains acceptance from end-consumers, or ends up just as a marketing gimmick.