Bush Internet TV hires MGM as creative search begins

Bush Internet TV, a new service that will enable consumers to access the internet via their TVs, has appointed Manning Gottlieb Media to work on its pounds 10 million media account and invited three agencies to pitch for its creative work.

Bush Internet TV, a new service that will enable consumers to

access the internet via their TVs, has appointed Manning Gottlieb Media

to work on its pounds 10 million media account and invited three

agencies to pitch for its creative work.



Bush, a joint venture between Pace Micro Technology and the television

distributor Alba, will launch in May. It has signed a deal with

VirginNet to produce a co-branded portal for the product. The

appointment of MGM ties in with the agency’s handling of Virgin’s media

account.



Bush Internet TV has invited Duckworth Finn Grubb Waters and Miles

Calcraft Briginshaw Duffy to pitch for the creative account and is in

talks with Fallon McElligott.



The new service is being offered as an internet alternative to those

people who do not want to access the internet by computer.



Alba has set a target of 750,000 set-top boxes to be sold in the first

12 months. They will be aimed at a broad range of users, from people who

can’t afford PCs or do not have cable and digital television, to

technophobes who would be happier plugging into their existing TV

sets.



Bush Internet TV will enable users to surf the net and send and receive

e-mails



Anthony Sethill, the managing director of Harvard Communications, a

division within the Alba group, said that a heavyweight above-the-line

campaign would launch in September once distribution volumes had been

built.



Sethill added: ’We would look initially at a mass-market media approach,

using TV, posters and press.’



A decision on creative agencies will be made by the end of next month.



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