Teachers’ role for Media Strategy

Teachers’ TV, a £60m government-funded digital TV channel, is the subject of a public affairs and PR drive as its makers prepare to go live in February.

Education Digital, the consortium set up to run the channel, has hired Media Strategy for the task after a four-way pitch.

The channel will offer programmes to help teachers with their professional training and development.

Media Strategy MD Charles Lewington leads the account, reporting to Education Digital chief executive Nigel Dacre, a former editor of ITV News.

Lewington said the agency would target MPs with an interest in teaching issues, such as former teachers and members of the Education Select Committee.

He said: ‘As with any launch, it is important to put in the groundwork and make sure those with an interest are aware of it and understand its importance.’

The PR aspect of the brief will target teaching press such as the Times Educational Supplement as well as regional newspapers.

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