PlayStation aims at adults online

Sony PlayStation is targeting adults with an online TV channel to promote its PS2 console.

Fourtwentyfive TV (www. fourtwentyfive.tv), which will be available from 4:25pm for 10 minutes a day during December, will feature PlayStation brand advertising.

The channel, created by Greenroom Digital, will support PS2's 'Fun anyone?' positioning and include one-off programming based on some of its bestselling games.

At the end of last week, Sony warned it has run out of stocks of its latest slimmed-down PS2, but is resupplying retailers this week.

Separately, games developer Ubisoft is to use online for the first time as a pre-launch teaser for its title Prince of Persia Warrior Within.

The pan-European activity, planned by Digital Media Communications, will aim to raise interest beyond core gamers with a light-hearted game.

Sector insight, page 32.

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