Freeview launches with $50m campaign Celia Johnson
The digital television platform Freeview will be backed by an advertising campaign worth $50 million in airtime over the next year, which will be donated by the free-to-air broadcasters.
In a move to drive the take-up of digital TV by the “switch-off” date in 2013, Australia’s FTA networks, including the ABC and SBS, have come together to execute the campaign. A 60 second TVC by creative agency The Furnace went to air last night across Australia to promote the next generation of free-to-air digital television. The TVC can be viewed here www.freeview.com.au
Freeview, which has just named its first chief executive, Robin Parkes, will consist of 15 channels - five high-definition and 10 standard definition channels. According to the networks, most Australians will have access to these channels next year. A suite of Freeview products will roll out in 2009 including Freeview-branded digital set-top-boxes, plasma and LCD digital televisions, digital video recorders and an electronic program guide.
Kim Dalton, chair of Freeview and ABC director of Television, said the new platform will change the face of television.
“Freeview will offer Australians more channels and more choice, better pictures and sound, an electronic program guide and all the other benefits that digital technology provides,” he said, adding: “The free-to-air broadcasters have pioneered digital television, investing millions in infrastructure and concerting equipment and studios.”
Freeview was launched in Canberra last night by the minister for broadband, communications and the digital economy Senator Stephen Conroy.
