DIARY: Midnight wins Net channel PR

Internet specialist Midnight Communications has beaten off three rival PR companies to win a lucrative account with entertainment channel Entertainment Online.

Internet specialist Midnight Communications has beaten off three rival

PR companies to win a lucrative account with entertainment channel

Entertainment Online.



The account to market E-On’s worldwide interactive education and games

service is worth more than pounds 150,000 a year but Midnight would not

reveal the proportion of fees in this figure.



One of the companies believed to have been approached by E-On was

MacLaurin Communications. However, the agency declined because of a

conflict with existing client Sony.



Launched in June this year, Entertainment Online allows the user to

download multi-player games direct to a home PC, at a cost of pounds 6

per month.



The channel, based in Leicester, also provides educational software, a

lifestyle magazine, a chat area and an on-line shopping mall.



E-On was formerly represented by Hertfordshire-based PR agency

Barrington Harvey. E-On chief executive Mark Bernstein said the change

of emphasis following the launch demanded new PR blood. He said

Barrington Harvey would continue to work for the company on an ad-hoc

basis.



Caraline Brown, managing director of Midnight, said the company’s brief

was to position E-On as a rival to more traditional television and radio

channels.



‘We are going to position the Internet as a true medium, bringing it

back into the realms of social life. We aim to show consumers they can

get something valuable from the Internet,’ she said.



Midnight specialises in companies which are active on the Internet. It

handles PR for clients including UK On-line, NetResult, CACI Information

Services, the Interconnect Group and JFAX.



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