Loaded co-founder and editor Tim Southwell and publisher Adrian
Pettett are joining internet broadcasting network Switch2.
The network will consist of five channels of music, film, comedy, sport
and games. The channels will feature a mix of news, interviews, reviews,
entertainment and e-commerce.
Switch2 is being launched by Edison Interactive Broadcast, a company
created in 1999 to combine e-commerce with entertainment. The filmed
content on the site will largely be produced by TV production company
Done and Dusted, which has recently made films about Robbie Williams and
the Spice Girls for Sky, and Blur for BBC2.
The channels will be aimed at a core audience of 15- to 35-year-olds and
will launch in late spring. In addition to Pettett and Southwell,
Switch2 has recruited Tony Cross, ex-publisher of Sky magazine, Iain
Watt, former head of press at Epic Records, and Simon Pizey,
ex-production director at MTV. A further five people are being recruited
to work on the text, audio and video network, from both broadcast and
’We will commission content from other people but the majority will be
filmed or written by ourselves,’ said Pettett.
Edison managing director David Wardlaw said: ’At the moment the majority
of internet sites are boring and text-based. The Switch2 platform will
enable users to interact with and watch whatever they want whenever they
Pettett and Southwell revealed they were leaving Loaded publisher IPC
last month for an internet start-up (PR Week 24 March), but details of
the project have so far been kept under wraps.
As well as providing entertainment such as short videos and animations,
Switch2 will develop on-line communities and sell branded consumer goods