I have been watching TV this month. Stonecare TV. It has its own web address (stonecare.tv) but you can also access it from the stonecare.co.uk website of Nu-Life, the stone cleaning and care product company.

Stonecare TV is presented by Nu-Life Director Mike Philbin. If you went to the Natural Stone Show at ExCeL in March you might remember Mike sharing his stand with Superman. Mike has made a video diary of the exhibition, which you can watch on Stonecare TV. But put some time aside – it is quite long.

Mike’s roots in floor restoration started as a teenager working with his dad (Brian Philbin) in his floor restoration business. Becoming frustrated as a cleaning technician, Mike began learning more about running a business and the technicalities of different types of flooring, in particular stone. As a result, Mike has been able to develop little known secrets for cleaning and restoring natural stone that other people wouldn’t recognise.

How do I know? Because he tells us on the website.

Apparently it always troubled Mike to see the lack of genuine information coming out of the industry, with many business owners unwilling (or unable) to educate their customers. So he set up StonecareTV to provide customers with simple, straight forward information.

The stonecareuk.co.uk website is a good example of what can be achieved on a wesbite using a bit of thought. Even on the home page you are greeted by a sleek video of an attractive young lady dressed to colour co-ordinate excellently with the artwork.

I have praised the Marshalls website before for all its whistles and bows, but in its own way the Nu-Life site makes just as a good a job of using what the internet offers. And it does have an e-commerce element so you can buy the ecologically friendly products that Nu-Life sell online after you have learnt about them and seen how to use them – which is a great comfort factor – on the TV site.

The Nu-Life site lacks some of the sophistication of the Marshalls site – indeed, by comparison Mike Philbin’s TV is amateurish and so is the stonecareuk site sometimes, with the occasional wrong word or spelling mistake popping up. But in a way that is comforting. It is more like a friend or relative recommending a product to you rather than an in-your-face ad on mainstream TV manically bombarding you with audio-visual sensory overload.

The internet is an essentially intimate medium. People tend to surf it on their own, so it lends itself to one-to-one communication, or the appearance of it.

Nu-Life won an award for innovation with their TV channel at the National Hard Floor & Carpex Exhibition last year. That is also reported on the website, where Mike comments: “There’s no script and no retakes, just short (4-8minute) episodes with help and information for anyone who watches, trade or DIY.”

Four-to-eight minutes is actually quite a lot to watch and after the second clip I was thinking that a script and some critical editing might not have been a bad idea.

But the site is fun, contains some useful and accessible information and sells the products needed for the work. My rating: 93%.