This won’t be what TDA_Boulder’s new ad for Layer3 TV looks like.
More than 18 months after moving its headquarters to Denver to build an alternative to cable TV, appears a wee bit closer to actually offering service.
The company hired to design an advertising campaign, which will be part of Layer3’s “upcoming launch this year,” the company said.
TDA_Boulder, which is based in Boulder, won the bid after a national search. But it wasn’t necessarily based on its cable expertise, which it doesn’t really have. Among are , and .
“We shared what we thought were applicable case studies,” said Jonathan Schoenberg, TDA’s executive creative director. “Jeff (Binder, Layer3’s CEO) pointed out they were not, but fortunately for us, Layer3 TV was not necessarily interested in cable industry experience as much as a good cultural fit.”
Layer3 moved to Denver last year and set up its headquarters near Union Station. The plans were to over the next several years. At last count, Layer3 in June, when it raised an additional $51 million from investors. It previously .
That sort of support may have encouraged TDA to accept the job — for equity. TDA has accepted equity before and says it helped launch Crocs, Chipotle and Noodles & Company.
“From time to time, with great people who have companies with great potential, we have taken equity and made cash investments. Layer3 TV did not need our money, but we are very excited to have skin in the game,” Schoenberg said.
Layer3 isn’t alone at trying to build the next big pay TV service. In the past year, several cable alternatives have launched, including from Dish Networks, and a . All provide the streaming video services that still require an Internet connection.
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