Broadcasters pick DTT umbrella brand name…

TV broadcasters are to unveil an umbrella brand for digital terrestrial television (DTT), using a logo and the collective name “The Digital Network”.

The use of a single name and logo in advertising and communications to support the launch of DTT, planned for November, has been agreed by a group of broadcasters.

These are the BBC, ITV, Channel 4 and Channel 5, together with digital TV group SDN, which includes United News & Media, Welsh public broadcaster S4C and cable company NTL, and British Digital Broadcasting, the joint venture between Carlton and Granada.

The aim is to avoid using the technical term “digital terrestrial TV” which they fear may confuse consumers.

The single name and logo – a rectangle containing small coloured squares – will also act as an umbrella brand for all the broadcasters, whether free-to-air or subscription, which will use the digital terrestrial platform, as opposed to digital cable or digital satellite.

Existing logos for channels such as the BBC will appear underneath the words The Digital Network.

The new name and logo will be unveiled at the Electrical Retailing Show in Birmingham on March 28.

British Digital Broadcasting, which appointed Marc Sands from Granada UK Broadcasting as its new head of brands marketing last week (MW March 19), has yet to unveil its new name and logo.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here