Freeview delays Playback campaign

October 6, 2006

Freeview is delaying its main marketing spend for its digital TV recorder strategy until the New Year. Though some manufacturers will have Freeview Playback-branded digital TV recorders in shops by Christmas, the main awareness campaign is expected to be launched in the first quarter of 2007.

Freeview launched its digital TV recorder strategy in May after research suggested that while consumers had high interest in being able to record digital programmes there was little awareness of the tape-free recording technology, resulting in low take-up of digital terrestrial digital TV recorders.

Freeview general manager Cary Wakefield told Lovelace Consulting: "The industry has worked incredibly hard over the past four months and has achieved a great deal, with the logo and specification agreed and products already undergoing compliance testing.

"A very high standard has been set for Freeview Playback and we’re committed to offering a range of quality digital TV recorder products. We’re working to clearly define the category for Christmas 2006 and will continue to build upon the momentum generated this year to launch a wide-range of products to consumers in Spring 2007."


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