Spine TV was one of the World’s first

web TV channels - showing urban culture

programming to tens of thousands of

viewers across the world.

In 2005 I wrote a business plan to turn the channel into a Broadcast channel on Sky. The primary sponsor - adidas - decided on a dedicated and own-branded web version - my resulting presentation to the adidas Board in Amsterdam can be seen here:

The channel was eventually built to

slightly different specifications, including

less cultural programming but still with real-life case-study programmes integrated with in-skin advertising , store locator and product sales.