Volvo going live at the 2009 Detroit Auto Show

Article by Christian Andrei, on August 25, 2010

In response to worries that major auto shows have declining attendance, Volvo Car Corporation introduced its very own media service. This service was unveiled during the 2009 North American International Auto Show in Detroit.

Peter Ganibar, Volvo Cars’ Manager for Broadcast Media Relations, said that the company considers the attendance of the media to major auto shows a focal point in the company’s advertising campaigns for its new vehicles as well as for company updates.

Thus, Ganibar said, the company launched its media service to help journalists with their task of covering motoring shows even if they cannot physically attend. Ganibar stressed that it is Volvo’s commitment as well as its unspoken obligation to provide the press the means with which it can do its job.

The Volvo exec also stated that Volvo intends to continue reaching out to media and journalists to provide them with corporate news and product information. Volvo was getting ready to launch the XC60 crossover model in the 2011 NAIAS, together with the S60 concept and its breakthroughs in safety engineering.

The system that Volvo came up with was highly innovative but very intuitive. The company simply set up a High Definition video recording unit in its NAIAS 2011 display in Detroit. The feed from the display was simultaneously broadcast in television and in a webcast that was viewed around the world.

Volvo partnered with the DIRECTV satellite system to take advantage of the system’s 41-million household reach in the United States. Through this partnership, Volvo brought to American viewers a live feed of the in-event presscon as well as supplemental product and employee interviews.

Through the system, Gabinar stressed that the company now attained the ability to respond interactively and in real-time to questions from web viewers and on-air participants. The exec credited havoctv for the original concept, and stated that Volvo’s version was custom-tailored for the purpose of providing feeds from the Detroit auto show.

Indeed, the system allowed Volvo to make available the feed from their press conference in the NAIAS to journalists and car enthusiasts around the world. Viewers were even able to send questions and inquiries during the one-hour segment via their mobile devices or their computers.

These questions were then curated by the program host, who passed them on to the personnel involved in the press conference. The responses were viewed throughout the United States live via the DIRECTV broadcast, as well as through an Internet-based webcast.

Members of the media were required to register early from January 5 until January 10 of 2009. Registered media personnel were given an online password that enabled them to view the webcast.

Press Release


Concerned over the possible decrease in attendance by automotive and business media at major auto shows around the world, Volvo Car Corporation has developed an innovative media service. Its inaugural use will be at the North American International Auto Show, January 11 in Detroit. "Media attendance at the major auto shows is critically important to Volvo for the launch of new vehicles and the sharing of corporate news. It was vital to consider new ways of reaching our core media base and to help journalists do their job regardless of their ability to travel or attend auto show media previews," said Peter Ganjbar, Manager Broadcast Media Relations at Volvo Cars.

Volvo Cars will debut the new crossover XC60 in Detroit along with an innovative S60 concept model, and will announce the company's latest safety engineering application.

"Volvo must continue its outreach to the world's media and allow journalists access to product information and corporate perspectives regardless of economic conditions. It is our obligation to help the press do its job," he continued.

The solution in this case will be a televised High Definition (HD) broadcast and simultaneous interactive global webcast, produced live from the Volvo display in Detroit. The one-hour program will air throughout the United States via the DIRECTV satellite system, now rated the nation's #1 satellite broadcast provider and linked to over 41 million households in the United States. The HD TV broadcast will include live coverage of the Volvo press conference supplemented by specific executive interviews and product explanations.

"But, the real news is our interactive ability to accept text media questions and to respond to these in real-time both on-air and via the web. This unique concept was first developed by havoctv for music and sports programming and will be adapted for this purpose," Ganjbar continued.

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