CWC shrugs off digital TV hitch

Cable & Wireless Communications is pressing ahead with the marketing plans for its digital TV launch despite speculation about a three-way merger with rivals NTL and Telewest.

On July 1, CWC will begin the gradual roll-out of its digital TV service in Manchester. It will become available in London in October.

Advertising to support the service begins in July and focuses on the idea that CWC Digital is “More than just TV”.

CWC marketing director Janet Somerville says: “The word digital has got bound up with the idea of more programmes, which we will offer, but we’ll also give customers free e-mail on their TV and access to Websites.”

The e-mail will be accessible by using an infra-red keyboard or an on-screen keyboard which can be used through the TV remote control.

A new logo for CWC’s digital service has been created by design agency Nucleus.

The campaign will initially target existing CWC customers with direct marketing and telemarketing and will be followed by a customer acquisition drive using radio advertising, door-drops and inserts. By October, the campaign may also include TV advertising.

Both CWC agencies, Rapier and Joshua, have worked on the campaign. BBJ Media Services is handling the media account.

CWC parent company Cable & Wireless is in £11bn talks to merge its cable interests to Telewest and NTL is believed to have joined the talks. C&W is also looking at selling its 50 per cent stake in mobile operator One2One.