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Microcap & Penny Stocks : IATV - ACTV Interactive Television -- Ignore unavailable to you. Want to Upgrade?

To: art slott who wrote (3001)	9/30/1998 7:40:00 PM
From: Steve Hausser	Read Replies (2) \| Respond to of 4748

PR? Just Wait. This is nothing- BSkyB backs digital with marketing blitz By David Cowell LONDON, Sept 30 (Reuters) - The launch by BSkyB of Britain's first digital television service on Thursday will be backed by a 60 million sterling ($100 million) advertising blitz which the company says is the biggest in UK marketing history. The campaign will be spread across television and radio commercials, print media, 20 top web sites and thousands of posters in a bold gamble to carve out a market for a satellite offering of 140 channels and interactive services. British viewers have said in surveys they do not want to be bombarded with channels and would prefer to receive television through an orthodox aerial rather than a satellite. But business consultancy Strategy Analytics has forecast that BSkyB will have 250,000 digital satellite subscriptions by the end of the year while rival digital terrestrial service ONdigital is likely to have reached only 40,000 households by the same time. ONdigital, a 50/50 venture between Carlton Communications and Granada Group, is due to launch November 15. BSkyB is confident it can win subscribers to its SkyDigital platform by stressing choice and individual control. ''With new technology and a brand new product, it's always a challenge in how you communicate this,'' said BSkyB Brand Director Sue Hartley. She said the creative element to the campaign, devised by ad agency M&C Saatchi, would aim to tell a story about how television sets are capable of doing much more than they do now. Advertisements have featured TV sets transmitting plaintive messages such as ''I can do more'' and ''Let me give you control'' against a strapline of ''Your television's crying out for October 1st.'' On the launch day the advertising will switch to the theme: ''Sky Digital -- it's what your TV's been crying out for.'' ''The whole campaign will clearly position SkyDigital as category leader,'' Hartley said. BSkyB said a 90-second TV commercial would break on terrestrial channels on Thursday and said it plans to take over Virgin Radio, one of Britain's biggest commercial pop stations, for four days as part of a sales promotion. ''We know that people expect to see genuine step change -- new services, new uses, new features,'' said Scott Menneer, Brand Director at BSkyB, which already sells a multi-channel analogue service to 6.9 million subscribers in Britain and Ireland. ''SkyDigital offers a total transformation in the way we consume TV and that is what our campaign sets out to show,'' he said. BSkyB, 40-percent owned by Rupert Murdoch's News Corp, plans further promotions in the run-up to the crucial Christmas buying season.