In a worldwide media first, Holden and MCN have partnered up to create the very first Foxtel Anytime channel – ‘Edge of Your Seat Drama’ – brought to you by the all new Holden Astra.

The bespoke channel, which launched on August 17^th, is dedicated to bringing viewers a collection of only the most exciting, engaging, and epic content, available on demand.

The new channel is part of a highly progressive branded content strategy that represents a fresh direction for Holden. It follows the recent release of the ground-breaking ‘Astra versus Drones’ short film, produced in conjunction with Vice, The Creators Project, and media agency, Carat.

‘Edge of Your Seat Drama’ brings this branded content to life alongside some of the biggest names in drama and entertainment, including the hotly anticipated Fear the Walking Dead – companion series to global phenomenon The Walking Dead.

Other key titles include Hell on Wheels, Criminal Minds, and Peaky Blinders.

Carat group business director, Jarrad Provis, said, “We know our audience expect to watch what they want, when they want it, as evidenced through the sizeable growth in video on demand. The new ‘Edge of Your Seat Drama’ channel aligns with this shift in behaviour and positions the Astra alongside the kind of thrilling content that will put our audience on the edge of their seat.”

Holden’s senior advertising and communications manager, Bianca Mundy, said of the bespoke channel: “It offered us the perfect opportunity to give our target audience the content they want to watch, in the format they want to watch it. We know the way people consume content is rapidly evolving, and as a brand we need to evolve with this shift.  Ownership of a bespoke channel allows us to amplify our ‘Astra V Drones’ content, leveraging an experience our audience values as a platform for our brand.”