BBC To Promote Digital Services

The BBC is launching a major advertising campaign to promote digital TV and radio in the UK ahead of the launch of its new digital services next year.

The “Everyone’s BBC” campaign will begin in February and aims to educate consumers about digital TV and radio services in the UK. The campaign is based on research which shows that content is valued above all else by digital consumers and focuses on digital channels and programmes rather than the technology, platforms or equipment needed to receive them.

The BBC estimates that over the next 12 months everyone in the country will see at least 100 promotions relating to its new services and is launching a dedicated website, a helpline and a series of leaflets to accompany the main campaign.

The BBC’s director of marketing and communications, Andy Duncan, said: “The launch of the BBC’s new digital TV and radio services is a major opportunity for us to connect with consumers in 2002. The communications challenge is substantial but the BBC has a great opportunity to help simplify the confusion for people and present them with a compelling proposition based on our new and enhanced programmes and channels.”

The BBC’s new digital services, which include BBC4, a channel dedicated to culture and the arts, two new television channels for children and five digital radio services, were given the go ahead by Tessa Jowell in September (see Government Says No To BBC3). The new services are due to launch early next year but the BBC is redrafting its proposal for BBC3 (see

Dyke “Disappointed” As BBC3 Refused UK Public Unprepared To Foot The Digital Bill).

BBC: 020 8743 8000 www.bbc.co.uk

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