BT Vision kicks off bid to attract sports fans with agency hunt

BT has launched a comms hunt thought to be worth up to £3m as it prepares for a huge investment in sport to boost its struggling digital TV service.

Coup: BT has agreed a deal to screen live Premier League football (Credit: Getty Images)
Coup: BT has agreed a deal to screen live Premier League football (Credit: Getty Images)

PRWeek understands the telecoms giant has launched a multi-million-pound pitch process for pay-TV service BT Vision as it attempts to increase its below-target subscriber numbers.

The brief seeks to capitalise on BT’s £738m deal to screen Premier League football over the next three seasons and the 2013 launch of channels BT Sport 1 and 2, with a third sport channel rumoured to be in the pipeline.

BT Vision currently has around 750,000 subscribers, way off its launch target of three million by 2010 and a figure dwarfed by rivals BSkyB and Virgin Media, with around 11 million and 3.7 million TV subscribers respectively.

A senior agency source with knowledge of the brief said that sport would be positioned at the centre of the firm’s TV proposition, as part of a wider effort to draw in customers through bundles of broadband, TV, telephone and mobile by one provider.

It is thought that initial comms work will focus on the build-up and launch of the two channels – set to go live next summer – as well as promoting the channels for a further six months.

However, it is understood that a flexible brief means agencies will be free to pitch additional sponsorship and experiential ideas alongside consumer and sports activation work, with total fees potentially rising to £3m.

PRWeek understands that five agencies are currently battling for the business, with the winning agency reporting to BT Retail.

BT declined to comment on the pitch process. It is understood that the pitch will not affect BT Retail’s existing roster of Fishburn Hedges, Kazoo and Porter Novelli.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.