Sony plans 5m digital TV ad blitz

Sony UK is planning a 5m advertising blitz in the run up to Christmas for the launch of two integrated digital TV sets under its flatscreen Wega brand.

The 28 and 32-inch screen sets will be able to receive digital broadcasts without a separate set-top box.

John Harber, Sony digital TV product manager, says the company is likely to launch the integrated sets before its set-top boxes go on sale.

The TV campaign will run in November and December through BMP DDB Needham. The agency has produced a generic Wega ad to be broadcast throughout Europe, with a special ending for the UK market, which showcases the digital products. Harber says the ad marks a change of strategy for Sony, which usually focuses on brands rather than products in its ads.

Hitachi intends to put its integrated TV to the UK market by October or November and will support the 28 and 32-inch models with a consumer press campaign through Hakuhodo.

Hitachi spokesman David Hobbs says the company has already received orders for its two integrated digital TV sets through the company’s mail order service. The widescreen 28 and 32-inch versions will cost between 1,300 and 1,600.

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