Edelman, Weber Shandwick and Waggener Edstrom will compete for the Connected TV brief, which includes all of Microsoft's TV and video-focused business.
A spokesperson for Microsoft said ‘one or more' of the three agencies would secure the global business, but declined to give further details of the pitch itself.
‘The newly formed Connected TV business group is in the early stages of refining its public relations strategy and analysing its agency resources, which is common during transitions such as this,' said the spokesperson, adding that the company had no plans to review its UK-
The brief will be for global PR for all of the products and services under the Connected TV umbrella, including entertainment software Media Center Edition and the Microsoft Mediaroom IPTV platform, which allows users to watch personalised digital TV on demand. The Mediaroom software is being trialled by service providers worldwide, having secured a contract with BT Vision.
Over the past few months pundits have speculated on a possible takeover of search engine Yahoo. The Guardian called the buyout Microsoft's ‘last chance' to challenge industry rival Google for advertising revenue (PRWeek, 21 February ). Microsoft came second in this week's annual Superbrands survey of top business brands, losing first place to Google.