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17 August 2016

Mitre 10 launches online video channel for digital age DIYers

In true DIY spirit, New Zealand’s largest home improvement retailer, Mitre 10, is making a world-first move today by launching its own video streaming channel, with man of the moment world champion rower Eric Murray anchoring the channel’s first feature series.

Mitre 10 On Demand is a response to the huge growth in consumer demand for streaming video, and features a host of original home improvement themed content that aims to tell Kiwi DIY stories and help New Zealanders with their own projects.

Channel content will include Eric Murray and his family’s bespoke house build, UK TV architect George Clarke’s experience of being locked in a Mitre 10 MEGA store overnight with a crew of Kiwi DIYers, plus a host of tool tips, building and home styling advice.

Mitre 10’s General Manager Marketing, Dave Elliott, says as TV viewership declines and the demand for online video content continues to rise - particularly amongst those aged under 40 - introducing an owned content channel was a natural step for Mitre 10.

“Our purpose is to help Kiwis improve their homes, and by having our own centralised channel of great content we will do this even better,” says Mr Elliott.

“While we are a retailer, we believe that we have to be much more than just a product end-point. To truly meet our customers’ needs we’ve got to be where they are and have a much broader, more engaging package.” 

Mitre 10 On Demand launches with over 80 Easy As how-to clips, close to 50 tool tips that provide guidance on selecting the right tool for the job, room renovation reveals, a selection of quick-fix home hacks, a design inspired Dream Zone section, the 11 episode Murray Project plus a six part Lock In series featuring George Clarke. 

Mr Elliott says the content has been carefully curated to provide a balance of short and long form entertainment and information, as well as facilitating product purchases.

“This content is engaging and informative, not just branded video. We’re telling the many home improvement stories of Kiwis to give others access to first-hand experiences for their own benefit.

“A DIY project, whatever it may be, is a journey. It starts with an initial idea and ends with the celebration of a job well done, and there’s a lot of learning along the way which we wanted to capture and believe Kiwis will get into.”

Mr Elliott notes that the rise of online video as the preferred medium for information and entertainment has already been reflected in the popularity of Mitre 10’s Easy As content on YouTube, which has clocked up more than 15 million views, and will continue to complement the Mitre 10 On Demand channel.

“Mitre 10 On Demand will extend and deepen the digital experience offered by our Easy As YouTube content,” says Mr Elliott.

This enhanced experience includes giving viewers the ability to select the products featured as they watch and make use of Mitre 10’s ‘Click & Collect’ service or arrange delivery straight to their door.

“Allowing customers to click and buy what they see as they see it is another progression of our journey to deliver a true omni-channel offering,” says Mr Elliott. 

“It gives Mitre 10 customers a seamless experience spanning across our bricks and mortar stores and the web.”

To view Mitre 10 On Demand visit