Telewest Tunes In To Cut Price Digital Television
Embattled cable and broadband provider Telewest has launched a television advertising campaign to promote its Essential TV package, which offers viewers the most popular channels at low prices.
The campaign will be aired on all Flextech and UKTV channels from 1 May and forms the latest collaboration between Telewest’s broadband and content divisions, increasing the cable company’s presence on Flextech’s wholly owned channels.
Kerry Taylor, director of creative and on air at Flextech, said: “The benefits and choice offered by Telewest Broadband’s Essential TV package led to limitless creative solutions. The team has chosen a campaign which uses humour to illustrate the numerous reasons to subscribe to digital TV from Telewest Broadband.”
John Petter, director of customer strategy at Telewest, added: “The advert marks a significant step in our marketing strategy as we continue to build our customer base. It is an exciting addition to the launch of two recent blueyonder TV ad executions in March 2004.”
In a highly competitive move, the campaign offers Sky viewers free installation of Telewest cable by pressing the red button on their remote control, an option which Telewest hopes will be taken up by viewers wanting a slimmer package of entertainment channels, rather than Sky’s deluge of niche and specialist offerings.
The advertising push follows a drive for broadband customers by Telewest, dropping the price of its budget internet offering to less than £20 per month in order to attract less hardcore users (see BT Launches New Cut-Price Broadband Service).
Earlier this year UKTV, the joint venture between BBC Worldwide and Flextech, announced plans to launch two new channels and reduce the length of its break junctions, featuring trailers for forthcoming programmes, channel branding and advertisements, in an attempt to engage viewers and increase advertising effectiveness (see UKTV To Launch Channels And Reduce Commercial Breaks).
Telewest: 01483 750 900 www.telewest.co.uk
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