Howto.tv launched today, a new site which offers videos providing instructions on how to do a variety of tasks, from grooming your dog to fixing dripping taps.
Howto.tv is the brainchild of Howard Kosky, of marketing firm Markettiers4dc, and is backed by Nadhim Zahawi, one of the founders of YouGov, who has joined the company as non-executive director.
Howto.tv aleady has a good range of professionally produced videos, with a variety of channels on offer, DIY, food, car care, and so on.
It's a proposition which should appeal to advertisers, as most users of the videos should be close to making a purchase.
As Howard Kosky explains (via The Guardian):
"This is not a browsing environment. The only people we would expect to go and view how to repair a bicycle puncture will be those people who have a bicycle and have a puncture, for a company like Halfords that's a very, very highly indexed pound invested as there's zero wastage."
The website already has several brands on board, including Vodafone and DIY firm Wickes.
It isn't an entirely original idea - last year London-based VideoJug launched something very similar and subsequently raised about £15m to help it establish itself.