DBC Launches Udirect PPV Film Service With £4m Campaign

The Digital Broadcasting Company is to launch its pay per view (PPV) film service on Sky Digital as Udirect films, early this July (see DBC Prepares For Summer Launch Of Film Service). Udirect is the first consumer branding given to the service and will be promoted with a £3-4 million media campaign created by Branded and CIA MediaNetwork.

The launch campaign, which also breaks early July, will run across the national press, consumer magazines and all multi-channel television channels, targeting both analogue and digital TV customers. Initially Udirect films will only be available through the Sky Digital platform.

The service is to offer 11 channels, with films starting as often as every 30 minutes throughout the day – near video on-demand (NVOD). Customers will receive a mixture of UK premiere films, along with a library of mainstream studio movies through to independent productions and art house titles. The premieres will cost £2.99 and all classic and library films will be £1.99.

As well as the film channels, Udirect is to carry a free-to-air news and information channel. Films scheduled for the first week of broadcast include The Man In The Iron Mask, art house film The Thief and cult classic This Is Spinal Tap. Sky Digital customers wishing to register with u-direct should call the customer hotline on 08700 111 800.

Commenting on the launch of u-direct, chief executive of DBC, Richard Brooke, says: “Since the onset of digital broadcasting, the industry has been constantly telling consumers how this new age of broadcasting will make viewing easier, more interactive and enjoyable. Udirect films is one of the first services to deliver on this promise.”

Digital Broadcasting Company: 0171 242 7770 … http://www.udirect.co.uk/