Mitre 10 launches new online video streaming channel for digital age DIYers via Augusto NZ

In true DIY spirit, home improvement retailer, Mitre 10, is making a world-first move today by launching its own video streaming channel, with man of the moment world champion rower Eric Murray anchoring the channel’s first feature series via Augusto NZ.

Mitre 10 On Demand is a response to the huge growth in consumer demand for streaming video, and features a host of original home improvement themed content that aims to tell Kiwi DIY stories and help New Zealanders with their own projects.

Channel content will include Murray and his family’s bespoke house build, UK TV architect George Clarke’s experience of being locked in a Mitre 10 MEGA store overnight with a crew of Kiwi DIYers, plus a host of tool tips, building and home styling advice.

Dave Elliott, general manager, Mitre 10 says as TV viewership declines and the demand for online video content continues to rise – particularly amongst those aged under 40 – introducing an owned content channel was a natural step for Mitre 10.

Says Elliott: “Our purpose is to help Kiwis improve their homes, and by having our own centralised channel of great content we will do this even better. While we are a retailer, we believe that we have to be much more than just a product end-point. To truly meet our customers’ needs we’ve got to be where they are and have a much broader, more engaging package.”

Mitre 10 On Demand launches with over 80 Easy As how-to clips, close to 50 tool tips that provide guidance on selecting the right tool for the job, room renovation reveals, a selection of quick-fix home hacks, a design inspired Dream Zone section, the 11 episode Murray Project plus a six part Lock In series featuring Clarke.

Elliott says the content has been carefully curated to provide a balance of short and long form entertainment and information, as well as facilitating product purchases: “This content is engaging and informative, not just branded video. We’re telling the many home improvement stories of Kiwis to give others access to first-hand experiences for their own benefit.

“A DIY project, whatever it may be, is a journey. It starts with an initial idea and ends with the celebration of a job well done, and there’s a lot of learning along the way which we wanted to capture and believe Kiwis will get into.”

Elliott notes that the rise of online video as the preferred medium for information and entertainment has already been reflected in the popularity of Mitre 10’s Easy As content on YouTube, which has clocked up more than 15 million views, and will continue to complement the Mitre 10 On Demand channel.

Says Elliott: “Mitre 10 On Demand will extend and deepen the digital experience offered by our Easy As YouTube content.”

This enhanced experience includes giving viewers the ability to select the products featured as they watch and make use of Mitre 10’s ‘Click & Collect’ service or arrange delivery straight to their door.

Says Elliott: “Allowing customers to click and buy what they see as they see it is another progression of our journey to deliver a true omni-channel offering. It gives Mitre 10 customers a seamless experience spanning across our bricks and mortar stores and the web.”