Blue Rubicon will kick off a media relations campaign in early March, to run alongside the charity's other marketing activity including a series of adverts and direct mail.
It will use research put together with the University of Nottingham showing that, contrary to received wisdom, TV can be good for you.
'TV has a real cultural and social value and connects people to the mainstream,' said Blue Rubicon's head of planning Nick Keegan.
'People can feel a sense of exclusion without access to this mainstream culture,' he added.
The campaign will specifically target people in their forties and fifties with elderly parents, to make them aware that the service exists and could be helpful for their parents.
The agency will target a mix of national print and broadcast media but will particularly focus on key regional radio programmes.
Keegan heads up the campaign, reporting to RNIB's comms manager Mark Fallon. 'We all know that television connects us to wider society.
'It provides us with news about the world and our local community while fuelling conversation with our friends. We want to ensure that blind and partially sighted people are not excluded from the benefits,' said Fallon.
The campaign is also aiming to increase the current percentage of programmes that have this service, which is currently at ten per cent.
In partnership with Ofcom and RNIB, 70 television channels are currently running adverts to raise awareness of the service. It is believed that these will reach 80 per cent of all adults in the UK.