ITV Digital Launches Cinema Ad Campaign

ITV Digital is launching a major new cinema advertising campaign in an attempt to breath new life into the troubled pay-per-view platform.

The campaign, which launches today, features ITV Digital’s Al and Monkey and is aimed at promoting the platform’s movie service. The main on-screen promotion, which includes all ITV regions except Anglia, will be supported by a series of movie-themed postcards that will be distributed free to 245 cinemas nation-wide.

The postcards, which feature Monkey dressed in a variety of movie guises, outline the range of movie channels available on the platform and ITV Digital hopes they will bolster support for the current Al and Monkey campaign.

ITV Digital’s marketing director, Jeremy Dale, said: “Movie fans will love the film references in the new ad and we are pleased to be giving them the chance to see the ad first, before it screens on TV.”

ITV Digital recently reported subscriber figures ahead of expectations (see Prebble Denies ITV Digital Will Close), claiming that its 82,000 new digital customers place it ahead of its closest rival, BSkyB in terms of subscribers. However, churn rate at ITV Digital remains almost double that of BSkyB (see Sky Still Strong Despite Pre Tax Losses) and the strategic review of the platform, which is underway at the moment (see Former BSkyB Exec To Review ITV Digital), has brought its longterm future into doubt .

ITV Digital: 0808 100 0101 www.itvdigital.co.uk

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