Volvo will broadcast and webcast live from the North American International Auto Show on January 11th, 2009, where the company will unveil  the S60 Concept that gives the world a glimpse of Volvo’s next new sedan model.

“We will create an historic one-hour live TV show to be  broadcast throughout North America and simultaneously presented on the World  Wide Web. Media from around the world will be able to watch presentations from  the Volvo display in Detroit while asking questions in real time to top management, designers and engineers,” said Peter Ganjbar, manager of  global broadcast media relations at the Volvo Car Corporation.

Due to a concern over the possible decrease in attendance by  automotive and business media at major auto shows around the world, Volvo Car  Corporation has developed an innovative media service. Its inaugural use will  be at the North American International Auto Show on January 11th in Detroit.

“Media attendance at the major auto shows is critically  important to Volvo for the launch of new vehicles and the sharing of corporate  news. It was vital to consider new ways of reaching our core media base and to  help journalists do their job regardless of their ability to travel or attend  auto show media previews,” says Ganjbar.

Volvo Cars will debut the new crossover XC60 in Detroit along with the innovative S60 Concept, and will announce the company’s latest safety engineering application.

“Volvo must continue its outreach to the world’s media and allow journalists access to product information and corporate perspectives regardless of economic conditions. It is our obligation to help the media to do its job,” says Ganjbar.

The solution in this case will be a televised High Definition (HD) broadcast and simultaneous interactive global webcast, produced live from the Volvo display in Detroit. The one-hour program will air throughout the United States via the DIRECTV satellite system, now rated the nation’s #1 satellite broadcast provider and linked to over 41 million households in the United States.

The HD TV broadcast will include live coverage of the Volvo press conference upplemented by specific executive interviews and product explanations.

“But, the real news is our interactive ability to accept text  media questions and to respond to these in real-time both on-air and via the  web. This unique concept was first developed by havoctv for music and sports  programming and will be adapted for this purpose,” says Ganjbar.

“The times call for vehicles that serve the needs of a global  consumer concerned about sustainability, safety and economy. These Volvo core  values must be communicated, regardless of the global economic slowdown and its  residual affect on media covering our industry,” said Ganjbar.