BBC plots ‘huge’ marketing drive to promote DTT channels

The BBC will embark on its biggest marketing campaign to date, if its bid to operate a digital terrestrial licence is accepted by the Independent Television Commission (ITC).

It will be the first time that the BBC promotes on-air a portfolio of channels including those of other broadcasters.

The corporation has teamed up with BSkyB and Crown Castle to form a consortium to deliver 29 free-to-air channels. Aside from the main terrestrial channels and the BBC’s own digital channels, the consortium would broadcast Sky News, CNN, UKTV’s planned UK History channel, in addition to a music channel and general entertainment channel that have yet to be finalised.

If the consortium gets the go-ahead on July 4, members will contribute funds to a combined marketing initiative, which will include in-store flyers to be used by retailers to support the sale of approved kite-marked digital set-top boxes.

BBC marketing and communications director Andy Duncan says: “In addition, the BBC will launch its biggest marketing campaign to date.”

DFGW and BBC Broadcast are both likely to work on the campaign.

The consortium will not use a brand name to promote the free-to-air proposition, preferring instead to use a description of the concept. Duncan claims that the BBC has registered rights to the name Freeview.

Duncan says if the consortium’s bid wins, it would welcome the addition of the entertainment channel – ITV Extra – which has been included in a rival bid by ITV and Channel 4.

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 3703 or email customerservices@marketingweek.com

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