2009 Detroit Auto Show: Volvo S60 Concept Press Conference - COMPLETE VIDEO

DETROIT - JANUARY 10, 2009: Volvo's live interactive journalist webcast at this years North American International Auto Show took place on early Sunday evening. The entire event could be watched LIVE right here on TheAutoChannel.com.

Click PLAY to watch the complete S60 introduction event

Concerned 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, January 11 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," said Peter Ganjbar, Manager Broadcast Media Relations at Volvo Cars.

Volvo Cars will debut the new crossover XC60 in Detroit along with an innovative S60 concept model, 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 press do its job," he continued.

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 supplemented 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," Ganjbar continued.

Click PLAY to watch the S60 Concept design video