Video-on-demand service hires DFGW for rebranding ads

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 Grubb Waters.

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

Grubb Waters.



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

month.



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.



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