Launch Newspaper Advertising
for Virgin Media
Mail to Virgin's customers following the failed
renegotiation for carriage of Sky's channels Sky One, Sky
News etc. on Virgin Media
Advertising, July 2007
was the year of the triple-play with BSkyB ramping up the
marketing of its Free Broadband offer with a variety of
campaigns build around the ability of Sky's customers to
'See, Speak & Surf'. Whilst many consumers still switch-off
from a conversation about subscription television, they are
still willing to enter into a discussion about broadband.
the NTL Telewest legacy, Virgin were always going to enter
the market with a bundled offering. The initial launch
strategy was based around a 'quad-play' of bundled mobile
telephony services, but this strategy was abandoned in the
middle of 2007 partly due to the possibility of a new owner
dropping the Virgin brand, but also because consumers were
not engaging in the mobile offer, particularly since many
company employees already have a mobile phone as part of
their job. Virgin did try and play a dual-play offer to
combat the success of Freeviw, providing 'Free TV' to
customers that took its cable telephony service.
also significantly ramped up its marketing, but with
lukewarm results, targeting a 'cosy' segment of the market,
which unfortunately for BT is increasingly well-informed
thanks to the pervasiveness of the internet, and which is
making highly informed value judgements about
'value-for-money' and other criteria where the BT offer
doesn't fair so well in the long-term.
despite having clearly shown the value and importance of
associating a Pay TV brand with content, and illustrating
the broad content range on offer to prospective subscribers,
the competitors of Sky, Virgin Media and BT Vision almost
consistently ignored this strategy throughout 2007, with BT
Vision insisting on showcasing its rather ugly set-top-box
in most campaigns and Virgin Media sticking to a bold and
brash style that clearly challenged Sky's dominance, but did
little to cause prospective customers to warm or engage with
the Virgin brand.
faced another marketing challenge in 2007 with the arrival
of Setanta Sports who acquired the rights to show 46
Premiership matches per season in a 3 year deal. Sky
responded to the arrival of Setanta in both August and
towards the end of the year with campaigns that were very
clearly focussed on showcasing the legacy of Sky's
involvement in Premiership football and the diverse range of
premium sport available on Sky's sports channels in general.
This contrasts greatly with Setanta's brash, 'value baked
beans' marketing approach which whilst being down to earth,
is does little to convey a shared passion for sport.
UK, there were some interesting battles in the autumn period
with IPTV network Belgacom discounting its TV pricing to
undermine the largest Belgain cable operator Telenet, and
Telenet responding with a suitable one week campaign which
clearly illustrated the limitations of ADSL technology.
In the US,
Dish and DirecTV continue to market HD channel choice and
value for money, whilst cable operators such as Comcast have
had to resort to pushing the number of hours of HD content
they have on their VOD system as a way of diverting
attention from the fact they have less than 50% of the HD
channels that satellite offer.
wish to understand how various operators are communicating
with both prospective and existing customers, we would be
most happy to speak with you.
also publishing a 150 page full colour report covering
trands in Global Pay TV Marketing in 2007. The report will
be available in early 2008 and includes a comprehensive DVD
of TV campaigns priced at £1,399. (Early-Bird / Pre-order
also provides its Marketing
Monitor service on a subscription basis, providing daily
updates on new and innovative marketing and communications
strategies in the digital TV and pay TV sectors.
To order your
copy of the report, or to find out more about
'Marketing Monitor' please