An ever increasing number of Americans are watching, creating, uploading, and downloading video online. The transition to Digital Television Broadcasting Signals and the infusion of Web Browsers into “traditional television sets” is underway. Access to the Internet from any number of devices has become increasingly easy; and “lunchtime,” “after dinner,” “on the train,” or “before bed,” in many ways is “prime-time” for new media. More and more corporations are starting to realize Dot TV Channels provide on-demand programming 24 hours a day, 7days a week, 365 days a year; and this video content can be explored anytime anyplace. In an effort to stimulate commerce, take advantage of the Internet Television Merger, and allow sports enthusiasts and customers to find and share video, Adidas recently launched their very own Dot TV.

Adidas TV is designed as a “global hub” for video content largely produced by the athletic apparel and accessories giant. Many corporations like Adidas are no longer cramming traditional .com’s with all types of web content; they are utilizing multiple top level domain (TLD) extensions and providing the sort of content people expect to find on relevant domains. Anthony Galima, Unity 4 Humanity, Inc.'s CEO said, “Adidas is well on their way to developing a true Global Web Presence. Having all video content showcased in one centralized location, and within a Dot TV, the most logical destination for video, Adidas is accomplishing not only what they set out to accomplish, but a number of things they are unaware of.”

One reason Adidas decided to utilize a Dot TV is to cut down on the inefficiencies created by having to manage video separately across dozens of their corporate sites. Tara Moss, Head of Digital Marketing for Adidas stated, “Adidas.tv is the ultimate brand platform. We are in a unique position to tell so many exciting and inspirational stories; from insider moments with athletes to the thrill of victory at our events. Adidas.tv gives us the perfect brand outlet to turn moments in sport into moments in media; and allow our consumers to take those stories with them in the format and into the environments that they choose.” Many of the videos on Adidas TV feature interviews with top Adidas athletes, event footage, and advertisement campaigns.

Adidas TV currently contains 75 videos certainly “branding” their products; and with plans to display hundreds of videos in the very near future they will have many opportunities to engage customers. Adidas TV includes a subcategory of channels within its platform with videos devoted to specific sports, as well as an “Originals Channel” featuring short videos on fashion and style. Initial videos include athletes like David Beckham, Kevin Garnett, Dwight Howard, Chauncy Billups, and Katy Perry. Internet viewers can see anything from NBA star Dwight Howard’s pre-game locker room ritual to Liverpool soccer star Steven Gerrard kicking a soccer ball like a bullet directly into a clay pigeon. When it comes to style, Russell Simmons talks about “my a-didas” and the fashion of wearing traditional Adidas shells without laces. Many of the videos link to specific products, and next to these videos are banner ads with more specific information and links about the products displayed.

U4H’s CEO stated, “One feature setting Adidas TV apart from many other Dot TV’s is the ease in which users can send video and product information to mobile phones, blogs, and 25 popular social networking sites like Facebook and Myspace. I am also pleased to hear Adidas TV will eventually be available in over 15 languages making it possible for Adidas to truly reach a global audience. Adidas has surely set a new benchmark in their industry, but it will not be long until other apparel and footwear giants follow suit. It will also not be long before their competitors utilize more sophisticated Dot TV Channel platforms and begin generating new forms of revenue only previously available to Traditional Television Broadcasting Giants.”

Although users can create their own customizable channel using the “My TV” feature on Adidas TV, there are a lot of things users cannot do, and many core functionalities their platform doesn’t deliver. “My TV” allows users and key Adidas partners to watch, browse, search for, and showcase their favorite Adidas TV content via widgets into social networking sites like Facebook as well as personal blogs. Users can explore the product featured, find a store, find related products, receive updates, or shop directly online where available. When asked about Adidas.tv’s shortcomings, Dot TV pioneer Anthony Galima stated, “At this time users cannot upload their ‘own’ Adidas stories and users cannot create a true social networking profile page within Adidas TV. As a result I believe ‘My TV’ will not meet expectations and grow old quick because it doesn’t allow users to truly have unique experiences. Additionally, Adidas hasn’t fully integrated all of their corporate sites to work in tandem with Adidas.tv; and because of Adidas.tv’s construction this will never truly be possible.” Mr. Galima went on to say the platform created by EVB (Evolution Bureau), taking about one year to plan and execute, when it comes to aesthetics, technical architecture, and user functionality is mediocre. As true Dot TV Industry Pioneers, no corporation, technological or other, truly understands or can develop Dot TVs like Unity 4 Humanity, Inc.

Although Adidas TV is good news for the Dot TV Industry, and although Adidas is leading the pack in their industry when it comes to new media, Adidas TV was not developed in a fashion that can truly advantage of the transition to Digital Broadcasting Television Signals; nor was it created as a highly sophisticated Content Management System (CMS). “There is no doubt Adidas.tv will boost and influence sales, but in the near future, Adidas will realize the shortcomings of this platform’s construction and how it was developed. They will realize they were missing out on collecting valuable statistical data; they will realize they captured an Internet audience, but didn’t meet this audience’s expectations; and most importantly they will see they are not generating different forms of revenue utilizing a .tv domain. Somewhat coinciding with the launch of Adidas TV, Anheuser Busch recently announced their decision to stop using Bud.tv. This decision came as no surprise to me because although the content of Bud.tv was excellent, its construction, the way Anheuser Busch decided to build Bud TV limited its possibilities from the onset. The same holds true for Adidas TV.”

Adidas TV was designed by EVB (Evolution Bureau). According to their website currently under construction, EVB was established in 2000, based out of San Francisco, and under the leadership of Daniel Stein, CEO. EVB has worked with corporations including Levis, VO5, 2K Sports, Kodak, Old Spice, and MTV. According to recent news reports, Adidas TV was EVB’s largest undertaking to date. After viewing the “video reel” featured on their “under construction” web page, and after dissecting Adidas TV’s current platform created by EVB, it is clear EVB is an extremely talented “new media” corporation, but does not necessarily have a full understanding of the Dot TV Industry and sophisticated Content Management System development and refinement. Time will tell if EVB can move away from developing web sites with video and learn how to develop true Television Broadcasting Channels utilizing “.tv” domains.