French car maker Renault has launched its own Sky satellite channel, the latest in a growing number of brands attempting to use television to build brand interest.

Sky viewers in the UK and much of Europe can expect programs providing coverage of Renault at motor events, historical programs showcasing the brand, behind-the-scenes documentaries at Renault facilities and a themed quiz show set on board a Renault Espace. Renault has also promised a cooking show series in which the chefs will drive to sample regional dishes and "Surf Break," a Renault-themed soap. Celebrities expected to feature on the channel include the actor and former footballer Eric Cantona, skater Gwendal Peizerat and rugby player Benjamin Kaiser.

Although many auto brands offer videos and interviews on YouTube or other streaming services (Porsche just announced a new service on Wednesday), Renault is only the second manufacturer to attempt a dedicated television channel. Audi was the first, launching the Audi Channel in 2005, a similar concept that ran until earlier this year.

Travel brands Thomas Cook and competitor Thomson both run satellite channels, providing non-stop coverage of holiday destinations. Several print publishers have also made a successful jump to television broadcasting, including the Discovery Channel, the Smash Hits! Channel, Kerrang! Channel and Playboy TV.

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