Competing internet access providers NTL Internet and WebTV have
appointed PR agencies to launch mass-market internet products in the UK.
NTL has hired Larkspur Communications while WebTV has appointed The Red
Consultancy.
Both are charged with tapping into an unknown, but potentially vast
market where consumers can use internet facilities for services such as
home shopping and e-mail, without the need for a home computer.
The companies have built thousands of set-top boxes which will allow
access to service providers via the telephone or TV remote control.
The cost of the boxes are understood to be around pounds 500, while the
monthly service charge will be around pounds 15.
The Red Consultancy was hired this week following a competitive pitch on
an account that is believed to carry a six-figure fee.
WebTV is currently running consumer trials with 100 randomly chosen
members of the public, designed to develop the technology. Its service
partners include BT, Carlton TV and the BBC. ’The brief covers the full
PR spectrum, including trade, technical and consumer media,’ said Red
director David Fuller.
Larkspur’s fees for the NTL account are believed to total around pounds
80,000.
The agency will mount a national trade and consumer campaign which will
run alongside regional promotional activity.
Larkspur director Matt Fearnley said: ’NTL internet is launching
products that will enable even greater numbers of the population to
access the internet.’
