Tiscali Could Drop HomeChoice Branding

Having acquired Video Networks, Tiscali is to axe the HomeChoice brand as it begins a review of its £15 million advertising and marketing account, according to a report in the Guardian.

The report says that at best, HomeChoice branding would be moved to a secondary role, such as “powered by HomeChoice”, with Tiscali as the main brand.

Mary Turner, the chief executive of Tiscali UK, is quoted as saying: “If you look at HomeChoice, it is mainly a London brand. Tiscali is national with 12%-15% of market share. No final decision has been made but, in terms of branding, we have the higher, more well-known brand name.”

Yesterday Tiscali announced that it is set to offer triple play services in the UK, after it has merged its British operations with Video Networks (see Tiscali To Launch Triple Play Services After Buying Homechoice).

Tiscali: www.tiscali.co.uk