Freeview repositions as pay-TV alternative
22.22 Europe/London, November 15, 2011 By Julian Clover

Over 90 per cent of the UK may have switched to digital, but the PSB backers of terrestrial platform Freeview believe the TV market is still to play for.

A new £18 million advertising campaign sees a shift in emphasis from tactical product promotion to brand building. The direction is quality of content and the lack of subscription.

Such a stance will not be lost on shareholder BSkyB, though partners BBC, ITV, Channel 4 and Arqiva arguably have more to gain.

According to Freeview’s marketing communications director Guy North this means quality television programmes for people to enjoy, in the format they want, without the worry of how much it’s going to cost them each month.

“The campaign will specifically target those people who may be considering an alternative to pay television to take a look at what’s available on Freeview and how to make the most of it with Freeview+ and Freeview HD.

The campaign will be brought to life by helium balloons designed to be a symbol of happiness, wonderment and freedom. Running across print, radio and TV, national space has been purchased during ITV1′s I’m a Celebrity…Get Me out of Here! on ITV1 and Come Dine with Me on Channel 4.

Digital activity will include pre-rolls on ITV Player and Channel 4’s 4oD on demand players. Neither service is available through Freeview HD boxes though the BBC iPlayer often is.