OpenTV chooses MS&L, gets rid of Miller-Shandwick

MOUNTAIN VIEW, CA: OpenTV has dumped stateside agency of record Miller-Shandwick and handed its dollars 500,000 US account to Manning, Selvage & Lee.

MOUNTAIN VIEW, CA: OpenTV has dumped stateside agency of record Miller-Shandwick and handed its dollars 500,000 US account to Manning, Selvage & Lee.

MOUNTAIN VIEW, CA: OpenTV has dumped stateside agency of record

Miller-Shandwick and handed its dollars 500,000 US account to Manning,

Selvage & Lee.



Last week’s announcement by OpenTV, which manufactures software that

enables digital interactive TV, concluded an agency review involving

pitches by hi-tech heavy-hitters Text 100, Niehaus Ryan Wong and the

Weber Group.



It also formalized the end of the Mountain View company’s relationship

with Miller-Shandwick, which had worked with OpenTV from August 1998

until last month.



According to OpenTV director of global PR Carolyn Bretschneider, MS&L

won the business because of its creativity and its Hollywood ties.



’As we grow on a global basis and into the US, the emphasis on

relationships with the (US television) networks will become more and

more important to us,’ she said, referring to MS&L’s longstanding

showbiz and consumer-oriented clients like Disney Online, eBay and

Nestle USA. ’Also, Manning was very creative and very aggressive with

media relations, which was important to us.’



MS&L will support the company’s upcoming US launch by targeting cable

and satellite operators, industry influencers and the media. The account

will be serviced primarily out of the firm’s Los Angeles office, with

support from teams in San Francisco and New York.



OpenTV’s software, which enables cable and satellite operators to offer

a range of services and supplemental information to their program

line-ups without requiring an additional set-top box or a keyboard, is

installed in more than 4.5 million digital set-top boxes worldwide. The

company counts Microsoft’s WebTV among its chief competitors.



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