Digital television licence-winner British Digital Broadcasting is
expected to review its PR arrangements for the launch of its service
A BDB spokesman said that the first priority will be to appoint a
management team. Once it is brought in, marketing and PR agency
appointments will be sorted out. But he would not comment on whether BDB
would retain its current PR agency, The Communication Group, to handle
next year’s launch.
The Communication Group was hired by BDB in February to handle PR in the
run-up to the award announcement.
Now that BDB has been awarded the licence, the next part of The
Communication Group’s brief is to launch a high-profile consumer PR
campaign to educate the public about digital terrestrial television.
’We are aiming to capitalise on the news value of the announcement,’
says The Communication Group director Gary Freemantle.
’This is a golden opportunity to demystify the whole idea of digital
television before the launch in the second half of next year,’ he
The Communication Group is using both its consumer team, under
Freemantle, and its corporate team, under director Jon Aarons, to handle
the PR push.
Over the next few weeks they will be targeting technology correspondents
on newspapers and magazines, as well as a wider range of consumer
correspondents, identifying angles to aim the message at all levels of
consumers ’to excite and inform’ the public.