Carlton Digital Channels launches a 5m TV ad campaign for its Cinema, Food and Kids channels this week. The commercials, with creative work by Doner Cardwell Hawkins and media planning by MBS, will run in selected ITV regions, including Carlton, Central and West Country, as well as on various cable, satellite and digital channels. Each 40-second commercial will run until the end of May and will feature programme highlights and the catchline ‘More choice through your aerial’ – the main selling point for digital terrestrial TV provider

ONdigital, which is jointly owned by Carlton and Granada. Carlton Digital Channels says the ads are the first part of a heavyweight campaign to raise awareness of the channels and create a link with ONdigital. The aim is to target potential users, including those who have already chosen cable or ONdigital as well as those yet to choose multichannel TV. Sam Gates, Carlton Digital Channels marketing director, says: ‘The TV advertising will be supported by a below-the-line campaign which will include direct mail to outline and illustrate the qualities of our channels.’

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