Ikea launches slow TV channel to help Aussies sleep better
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Swedish furniture chain Ikea has expanded on its efforts to put Aussies to sleep, creating a live-streamed ‘Slow TV Channel’ which follows the 14-day journey of its products aboard a cargo ship.
Decidedly unexciting, the effort mixes the soothing sound of waves crashing against the ship’s stern with narration by Ikea’s Kent and Sara Eriksson – hosts of Ikea’s sleep podcast.
Kent and Sara read from the latest Ikea catalog in a soothing tone in order to help Australians get a good night’s rest.
“We’re very excited to launch what could be the least exciting TV channel Aussies have ever seen,” Ikea Australia country commercial activity leader Ryan Burman said.
“We know that one in four Aussies struggles with their sleep, so we hope that the rhythmic, monotonous content of the slow TV channel helps quieten the day, and get the mind and body ready for bed.”
According to Burman, Ikea wants to inspire Australians to create a better sleep environment.
The live streamed video will run for 336 hours – from September 12th to 26th – ending at the opening of Ikea’s Festival of Sleep which will run from September 26th to October 7th.
According to Ikea, the festival will feature in-store workshops, guest speakers, special offers, competitions and exciting activities designed to help customers get better sleep.
Questions & Answers
Q.What is the purpose of Ikea's new Slow TV Channel?
What is the purpose of Ikea's new Slow TV Channel?
Ikea created the channel to help Australians sleep better by providing rhythmic, monotonous content. It aims to quieten the mind and body, preparing them for bed, as one in four Australians reportedly struggles with sleep.
Q.Who narrates the Slow TV Channel, and what do they talk about?
Who narrates the Slow TV Channel, and what do they talk about?
The channel is narrated by Kent and Sara Eriksson, who also host Ikea's sleep podcast. They read from the latest Ikea catalog in a soothing tone, accompanied by the sound of waves crashing against the ship.
Q.When will the Ikea Slow TV Channel be available, and how long does it run?
When will the Ikea Slow TV Channel be available, and how long does it run?
The live-streamed channel will run for 336 hours, from September 12th to September 26th. It concludes at the start of Ikea's Festival of Sleep, which begins on the 26th.
Q.What activities can customers expect at Ikea's Festival of Sleep?
What activities can customers expect at Ikea's Festival of Sleep?
The festival, running from September 26th to October 7th, will feature in-store workshops, guest speakers, special offers and competitions. It will also include various exciting activities all designed to improve sleep.
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