By ADAM GOLDMAN, AP Business Writer
Sun Nov 12, 1:52 PM ET
NEW YORK - Shortly before dinner at a trendy new restaurant in the theater district, a production crew started setting up. They arranged lights, checked the cameras and put a microphone on the sushi chef Masatoshi "Gari" Sugio. Soon they would be filming at the Sushi of Gari 46 and interviewing the famed chef.
But this was not a segment for NBC's "Today" show or the Food Network. This slick production was for the Internet, and the company behind the filming was LX.TV Lifestyle Television.
The fledgling network is one of the first to solely produce original content for broadband distribution on the Internet, instead of adhering to the traditional business model of making high-quality programs for television.
The company's early success in attracting a high-profile sponsor and eyeballs is yet another example of the power of online video in an Internet world dominated by sites like YouTube. But in LX.TV's case, the video appears on its Web site and is syndicated elsewhere on Internet.
"It's kind of the opportunity Ted Turner had in the '80s when cable was starting," said Chief Executive Joseph Varet, 31. "Cable networks were able to erode a lot of market share viewing time from broadcast networks because they were more focused and specific. Now broadband economics allow us to be even more focused. So, in theory the idea is we can be even more relevant and so therefore we can erode from the cable networks."
LX.TV's Web site explores everything from the hottest nightlife and spas to swank stores. There are also pieces about drinking Scotch and collecting art, along with interviews of entertainment personalities such as Tim Gunn of "Project Runway" and Bonnie Fuller, editorial director of American Media Inc.
So far, it appears LX.TV has gotten off to a promising start, inking an advertising agreement with Absolut vodka.