Freeview is to launch a new media and press campaign for its new digital video recorder Freeview Playback. The device is being positioned as “a simple and easy way of recording digital TV without subscription”. However, the rug has been ever so slightly pulled by Sky’s recent decision to drop the subscription fee on its own DVR product.
For the first time Freeview is putting online advertising at the centre of its campaign with advertising on as lastminute.co.uk, timeout.co.uk and MSN from June 11, which will point subscribers to a dedicated microsite, where the product can be ordered through retailer links.
The first available products will be from Humax, Sony, TVonics and Vestel. Leading retailers including Argos, Asda, Comet, Sainsbury’s and Tesco have agreed to stock the product.