British Interactive Broadcasting (BIB), the company behind digital TV service Open, part owned by BSkyB, is supporting the launch of an online entertainment network. The subscription service, called Switch2.net, is the brainchild of the edison Interactive Group (eIG) – a new media company in which BIB has an equity stake and a seat on the board. Switch2 will offer subscribers access to different sub-channels, such as one on sport, comedy or film, as well as the chance to customise the service and receive content according to their interests. Open, jointly owned by BSkyB, BT, HSBC and Matsushita, is expected to provide some content. EIG’s corporate Website says the service aims to have 1 million subscribers by December 2000. It is understood Switch2 is gearing up for a &£10m launch, backed by an advertising campaign. A number of ad and media agencies are in talks over pitching for the business. James Ackerman, chief executive of Open, was unavailable for comment as Marketing Week went to press.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From crowning Walkers’ ‘CrispIN or CrispOUT’ as April’s most effective ad campaign to exploring the resurgence of brand characters, it’s been a busy week. Here is my take.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Brands, agencies and media owners are all invited to put a team forward for the popular competitive event, which is raising money for Stand Up To Cancer.
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