Toshiba gives viewers their own channels

The new online video creation tool shows off the company's TVs by allowing users to stream content from their computers.

Toshiba is helping those with dreams of celebrity become TV channels unto themselves.

Developed with CP+B Canada, MYChannel is an online video creation tool promoting the benefits of the brand’s range of REGZA TVs for the holiday season. It allows people to produce a personalized ‘channel’ to share with friends via Facebook and email.

The TVs allow viewers to wirelessly stream content from their PCs, and Toshiba also engineered an app called Toshiba Media Controller for its notebooks that enables video, music and picture sharing with any compatible home entertainment network.

‘On the MYChannel microsite, people can experience the benefits of these products by creating their own channel using videos and photos from their computer, Facebook and Flickr that they can then share with friends and family, or download to watch on their TV,’ says Aaron Starkman, executive CD, CP+B Canada.

CP+B developed two 15-second TV spots to promote MYChannel, each providing a quick glimpse into the life and personality of a particular individual. One of the spots focuses on a gent named Louis and his extensive collection of bowties, as well as his passion for hockey and ping-pong.

‘It’s all these little ‘bits’ of our interests adding up that make us the interesting characters that we all are,’ says Starkman.

The agency also developed online banners and pre-roll ads that drive to the site and promote a contest whereby the best MYChannel videos will be projected for a week in Toronto, Montreal and Vancouver.