Almost two years after BBC HD began life as a test channel the corporation has finally begun a series of promotional spots under the tagline BBC HD… TV goes cinematic. In the meantime trails have covered DAB Radio, Television Licence fee reminders and of course Freeview.
The BBC HD promotion follows a fictional edition of the popular Antiques Roadshow, itself now screened on BBC HD, as valuer Eric Knowles puts a £2 million pricetag on an antique vase. The reaction of the owner sends the vase flying across the room with a slow motion chase culminating in the crash, and explosion, of a vintage car before the vase is rescued.
The trail is designed to highlight the cinematic quality of the BBC HD channel, where the current schedule also features Torchwood, Heroes, I’d do Anything and the forthcoming Eurovision Song Contest.
The BBC has always been guarded over the promotion of BBC HD, initially because of its position as a test channel, ahead of its approval by the BBC Trust. The promotion coincides with the launch of Freesat, where BBC HD is regarded as a centrepiece.
