Herald to handle BSkyB TV recording service

BSkyB has handed Herald Communications a year-long brief to launch its TiVo personal television recording system in the UK.

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

Communications.



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

might face.’



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.’



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