BT to build Vision TV with ‘how to’ channels

BT is set to launch a series of “how to” interactive channels on its fledgling TV service Vision.

The telecoms company says interactive TV services are a “growth area” for it and expects to launch a raft of “niche” products and channels such as how to play instruments, improve golf skills or learn languages and computer skills soon. The service is thought to be called Know How and will focus on interactive educational programmes aimed at viewers wanting to improve mind and body.

BT Vision combines on-demand content with Freeview TV channels and is available to BT broadband customers. It already offers interactive services such as its BT Phone Book information through the TV set.

It had a delayed soft launch earlier this year because of technical difficulties but has now embarked on a multimillion-pound advertising campaign (marketingweek.co.uk, May 10).

The broadband, or IPTV (internet protocol television), service allows users to watch streamed and on-demand programming on standard television sets. The heavyweight campaign, starring BT faces Kris Marshall and Spooks actress Esther Hall, is the telecom company’s biggest so far this year and has been created by Abbott Mead Vickers.BBDO. It aims to promote the “flexibility” of Vision and uses the strapline “TV on your terms” across TV, press, outdoor and digital.

A spokesman says: “BT Vision today is a fledgling service. Strategically, it will be very different. Interactive is going to be big for us. We are building that interactive proposition.”

He says Vision is close to announcing different categories to the service, which differ from “traditional television” or the on-demand movies already offered. “We feel there is a lot of interest in types of services such as how to play the guitar or learn a foreign language. The list is quite long,” says the spokesman.