Videonet, the interactive television company, is renaming its
video-on-demand service Homechoice and launching a pounds 10 million
branding campaign through its new advertising agency, Duckworth Finn
A press and poster campaign from Duckworth Finn works around the theme
of a revolution in TV, using the line: ’Seize control of your TV.’ A
subscriber recruitment campaign is already under way and television and
cinema advertising will roll out next year.
’The new identity sums up exactly what our service offers - your choice
of programme, your choice of time in your own home,’ Simon Hochhauser,
chief executive of Videonet, said. ’With Homechoice, consumers benefit
from full viewing control to stop, rewind, fast forward and watch
programmes over and over again.’
Duckworth Finn was awarded the account in August after pitching against
FCA! and MBO.
Videonet has developed a system that provides a video-on-demand service
using conventional telephone lines. Viewers are able to select a film
and watch it in a similar way to watching a rented video. Homechoice
offers Hollywood releases, comedy, drama, music and sports programming
with home shopping and banking services due to be added from the end of
the year. Consumers can subscribe to the service from pounds 6.99 a
The campaign was written by Brendan Wilkins and art directed by Paul
Hancock. Media planning and buying is through Motive.
Videonet was founded by Hochhauser in 1992 and has been conducting
trials of its service since 1996 in the Hull area in conjunction with
the local telecoms provider, Kingston Communications.
It began tests in London more than a year ago using BT lines. Viewers
need a set-top box, linked to their telephone line via a modem, to
receive the service.