In terms of creativity and entertainment value, say cynical British TV critics (and many discerning viewers), ads beat broadcasters’ programming efforts hands down.

This jibe is about to be put to the ultimate test by the London office of Lowe & Partners Worldwide with the impending launch of a new TV channel, The Ad Chart, that will air ads, more ads and only ads – one hundred per cent guaranteed silky-smooth, low-fat, wall-to-wall advertising.

The brainchild of Lowe account planner and board director Guy Lambert, the channel will be hosted by Videonetworks’ HomeChoice in a one month trial designed to test the possible effect on the TV environment of ad-zapping personal video recorders such as TiVo and Sky+.

The Ad Chart will be a relatively low-tech affair with just ten ads, all Lowe-created, which viewers will be asked to rate. Says Lambert: “Currently we’re working with very simple ideas and basic technology.

“However, if it works, which we’re confident it will, then it opens the door to a whole range of new advertising possibilities such as five-minute blockbuster commercials, precision one-to-one targeting and financially incentivised advertising viewing.”

It is hoped that the pilot will prove Lowe's contention that great advertising is enjoyed as much as great television, and that by creating “destination advertising”, viewers will seek it out.

However, Lambert may be testing his theory to breaking point when he argues: “People will be missing out on conversations down the pub if they don’t see the ads everyone is talking about.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff