Ultimate Niche- AMEX channel

Fir the Christmas season, American Express is experimenting with its own interactive TV channel.  The channel is running on DirecTV, Dish Network, Cablevision, AT&T U-verse, other multichannel distributors that support interactivity, and some connected TVs - reaching more than 50 million TV households in the US.
  AMEX plans on providing exclusive content as a draw, and then offer viewers the ability to navigate and explore member benefits and offers.  Among the exclusive content, coverage of the U.S. Open, the Tribeca Film Festival, and live concerts.  AMEX has committed to keeping the channel going for a year.

  American Express is among a growing number of giant marketers exploring interactive television, which can permit greater control over content and message placement, highly valued niche audiences, and with interactivity, improved realtime metrics.  Partner BrightLine, which is providing the infrastructure, described the effort as “the largest interactive TV campaign ever.”

Source  -   American Express Interactive Channel Is Set to Reach 50 Million Homes, NY Times