IP Vision unveils FetchTV marketing push

IP Vision has unveiled a wide-ranging marketing campaign to promote its FetchTV SmartBox during the first quarter of 2010.

The company will invest 800,000 in its first integrated advertising campaign for the Freeview+ accredited receiver, which officially launched in July this year.

Starting in January, the three-month above-the-line campaign will see FetchTV advertising run on various print media outlets, along with social networking sites such as Facebook and YouTube. Key retail partners John Lewis and The Carphone Warehouse will also host in-store activity for the product.

The campaign, handled by Clear, will primarily focus on FetchTV's subscription-free video-on-demand offerings, along with the forthcoming launch of Sky Player on the platform.

"We know that more people are watching content on computer screens, but this is out of necessity rather than choice," said FetchTV marketing director Peter Cox.

"Given the choice we believe that people would much rather watch content, such as that delivered by the BBC iPlayer, on a TV screen rather than on a computer screen. Our box allows users to do this and that's what the creative highlights.

"The strapline of the campaign is, 'Put it on the telly', and this stems from the fact that we don't want people to forget that the family TV set is the best place to view TV shows, after all that's the platform they were made for."