Television

BBC kicks off marketing campaign in the UK to drive digital TV uptake

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MUMBAI: UK pubcaster The BBC has launched its new marketing campaign for Digital Access. The first part of the campaign will run over seven weeks to 31 December 2006 and comprises four staggered television trails which will air on BBC One and BBC Two.

The second part of the campaign with the fifth execution will air in January for two weeks. Accompanying the TV trails are a variety of radio executions that will play out on all BBC analogue radio networks from 25 November.

In addition, the public can view the trails online at bbc.co.uk/digital.

BBC head of marketing, communications and audiences, new media and digital David Bainbridge said, "This is the first time we have developed a single campaign idea to drive the take-up of digital tv and radio in the UK and which is flexible enough to take us all the way up to switchover. It is rooted in real life situations, showcases the breadth of content on BBC digital channels and utilises humour to appeal to a diverse audience who have so far resisted the move to digital. We need people to recognise that getting into the digital world is an easy and inexpensive step and hopefully this campaign will make that clear."

The first TV trails to be aired are entitled Couples and Intervention. The scenario for Couples focusses on four friends having dinner, two of whom have digital and are trying to entice their friends who are scared to convert and have a go.

Intervention sees a young man in his twenties return to home to find several people in his flat all of whom are expressing their concern that he still isn't "doing digital". A further two trails - Posh Parents and Present – were added on 18 November. The final execution, Boredom, is scheduled for January 2007.

The strapline that will accompany the trails is "Do you do digital?" and all executions have been created by Fallon London. The primary purpose of the campaign is to raise awareness of how much audiences can get from the BBC if they convert to digital. The secondary purpose is to drive take-up of digital television and DAB digital radio.

"We are targeting the remaining 30 per cent of homes that have not converted to Digital TV and the 45 per cent of the population who haven't bought into digital radio yet," said Bainbridge.

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