UK YouView Broadband TV Service Gets GBP10m Advertising Boost

The YouView (IPTV) broadband internet based video-on-demand and catch-up TV service, which is being bundled by a number of ISPs (e.g. BT and TalkTalk) in the United Kingdom and can also be purchased separately, has announced a major new £10 million advertising campaign to help promote its ease of use and advantages.

The new campaign, which has been created by Albion (they replaced Adam & Eve in April 2013), is due to start on Saturday 7th September (running across TV, press, radio and social media platforms) and will depict pairs of feet in front of a TV screen, YouView set-top-box and the tag line “Catch up with your feet up“.

Steve Conway, YouViews Head of Marketing & PR, said:

“We are really pleased with our new ‘Catch up with your feet up’ advertising campaign and Albion has done a great job of bringing the creative to life. We feel the campaign clearly demonstrates YouView’s seven day scroll back feature and just how easy our catch up service is to use, while still being engaging and entertaining. We hope that this campaign builds on our position as the fastest growing TV service in the UK.”

So far more than 400,000 YouView set-top-boxes have been sold (mostly via broadband ISP bundles) and at least some of the Joint Venture’s major shareholders now want to see the platform expand onto other devices (e.g. integrated into TV’s, Smartphones and Tablet computers). A budget YouView box from TalkTalk is also being prepared.

It’s anticipated that any expansion of YouView’s platform would need to be ready by March 2014 when the current partnership agreement is due to reach its end (here).