BSkyB has handed Herald Communications a year-long brief to launch
its TiVo personal television recording system in the UK.
The appointment follows a two-way competitive pitch against Firefly
Herald triumphed, according to the client, because of its knowledge of
how to promote the product without resorting to stunts.
A BSkyB spokesman said: ’We were recommended the two agencies and both
made pitches of a very high standard. In the end we went with Herald as
it seemed to know the right journalists and understand the problems we
The device records up to 40 hours of programmes and can pause live
terrestrial transmissions. It has a modem link and receives updated
programming information overnight from a central source. Sky is
supporting it in the UK and is likely to charge a monthly service fee
although the pricing structure is yet to be set.
The account will be run by Herald’s director of consumer division Amanda
Slayton and the agency will report to Sky’s director of communications
Julian Payne. Herald has previously worked with BSkyB on the launch of
an integrated digital television and decoder.
The agency will run a press campaign for the product involving
promotions, sponsorship and competitions.
The device is also said to be ’intelligent’, learning the viewing
preferences of its owner. It can display all the programming saved on an
on-screen index. It has a one-touch recording system that the agency
says will be easier than a conventional video recorder.
Tom Beston, account manager at Herald said: ’The biggest challenge will
be to convey all the functionality it has.’