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
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
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
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.