Brief Original Broadcasts (BOB) and leading brewer Anheuser-Busch have entered into an agreement, which will make the latter the television network's exclusive charter sponsor for alcoholic beverages.

BOB, a new digital TV network slated to launch early next year in the US, is devoted to independently produced short-form programming which targets 21 to 34-year-old viewers. The agreement is in the form of a multi-year partnership and marks an evolution in the relationship between advertisers and broadcasters. BOB will provide sponsors with a unique venue for televising branded, short-form entertainment programmes. BOB's new approach to advertising-supported television is paralleled by its unique and innovative programming format. Says BOB CEO Dan O'Brien,"The appointment free, 24/7 viewing experience is ideal for the elusive lifestyle of our demographic target audience."

One of the most fundamental differences between traditional TV networks and BOB will be the dynamic role that content producers, advertisers, distributors, networks and most importantly the viewers, will play in its creation and evolution, says an official release.