Ad campaign to promote Freeview Playback

[BGonaSTICK]

Freeview is about to launch a major press and online advertising campaign promoting its digital TV recorder brand, Freeview Playback. The digital terrestrial platform operator said it was putting online at the heart of its marketing strategy, taking banners and page sponsorship positions on sites such as Lastminute.com, and TimeOut.co.uk from June 11.

The campaign will promote a new micro site—FreeviewPlayback.co.uk—which will allow visitors to purchase Freeview Playback digital TV recorders online.

Freeview Playback devices offer one-touch recording from an eight-day TV guide, pause and rewind live TV functionality as well as the ability to record up to 125 hours.

Freeview general manager Ilse Howling said: "The launch of Freeview Playback is the next step to maintaining Freeview's position as the nation's favourite digital TV service.

"Our combined online and press campaign aims to reach 18-35 year olds who have an understanding of technology and are likely to demand more from their viewing experience. Highlighting the great features of Freeview Playback will be a 'tipping point' for non-digitals to get a digital-ready recording solution ahead of digital switchover which starts in October 2007."

Freeview said the first Freeview Playback digital TV recorders available to buy online and in retail will be from Humax, Sony, TVonics and Vestel.