The Digital Broadcasting Company, which will run a pay-per-view
film service on Sky Digital, has appointed Joe Public Relations to
handle its launch in the summer.
The company, which is backed by Pearson Television, will run a
12-channel film service for Sky involving a mix of US and European
Joe PR won the business without a pitch following personal
It has already started handling trade relations for the company.
Managing director Matthew Wood said the launch would involve two
challenges: getting the broadcaster’s message heard in a media climate
thick with new digital brands, and improving the bad press pay-per-view
services have had.
’We have to do something pretty creative, but at the same time we need
to tread very carefully with the question of pay-per-view,’ he said. ’We
do not want to get involved in the debate too early, and will make sure
we are sending out the right message when we do.’