Agencies line up for digital prizes

Lowe Howard-Spink and Ammirati Puris Lintas are lining up for a slice of the forthcoming digital television bonanza after joining forces with the consortia bidding for digital terrestrial TV licences.

Lowe Howard-Spink and Ammirati Puris Lintas are lining up for a

slice of the forthcoming digital television bonanza after joining forces

with the consortia bidding for digital terrestrial TV licences.



APL, which has been working with Digital Television Network, the

consortium led by NTL/CableTel, the UK cable operator, is advising on

the bid process, and will handle the advertising account if the bid is

successful.



Lowes was involved in helping the rival consortium, British Digital

Broadcasting, prepare its bid for the digital multiplex licences. Lowes

already works with one of the companies involved, Carlton Communications

and is hoping to be front runner for the ad account. The other members

of the consortium are Granada Group and British Sky Broadcasting.



One agency source claims that the launch accounts could be worth about

pounds 20 million. Around nine million households are forecast to have

digital TV within ten years from the digital terrestrial launch next

year.



Paul Longhurst, the media director of APL, confirmed the agency’s

involvement with DTN and said that the consortium offered the

opportunity to broaden the ownership of British television.



The two TV consortia are bidding for three digital multiplex licences.

DTN is proposing a range of more than 20 channels and will also include

Digital Box Office - a pay-per-view service of movies, sport and events,

and Data Services - a text-based system which will offer facilities such

as home shopping, box-office bookings, games, holiday hotlines and

Internet access.



The BDB consortium is offering a package of 15 subscription channels

which includes Sky Movies, Sky Sports, the Movie Channel and Sky One,

plus new and existing services from Carlton and Granada.



Media spotlight, p18.



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