It’s appears that the free to air TV networks are leaving it very late to appoint a creative team for a major marketing Freeview markting campaign that is expected on air by May 1 2008.
What the TV networks are hoping to achieve with the launch of their campaign is to convince consumer that they need to buy either a Freeview certified set top box or TV that contains technology that restricts their ability to remove TV commercials.
The campain is expected to promote 14 new HD channels that will be available via a Freeview approved device, however TV vendors have said that this is “rubbish” as most of the HD channels are already available and that that the remaining HD channels will be able to be accessed via a free electronic program guide that is built into the latest HD TV’s that are being sold by retailers.
According to ADNews the free to air TV stations have powered through its search for a creative agency, and will reveal a winner earlier than expected.
Despite setting a decision deadline of 20 March, Freeview marketing manager Liz Howarth said the decision will be announced one week earlier, by next Friday (13 March).
“We are seeing presentations on Monday and Tuesday,” said Howarth. “Following that, we will cut the shortlist down to two finalists, with a decision to be made by Friday next week.”
M&C Saatchi, McCann Worldgroup, Banjo, Razor Group and Us, and 303 are all battling it out for the new business, with previous marketing activity handled by a committee of marketing representatives from the shareholder channels.
The pitch covers strategy and communication for the TV consortium across all communication points, with the next phase of the campaign launching in April.
4 weeks ago Freeview issued specification documents to TV vendor in the expectation that they would deliver Freeview complient TV’s in time for the launch however the TV vendors have told ChannelNews and SmartHouse that they see no point in delivering
