Three agencies line up for UK Play advertising account

UK TV has shortlisted three agencies to pitch for its 24-hour music and comedy channel, UK Play, which is aimed at 16- to 24-year-olds.

UK TV has shortlisted three agencies to pitch for its 24-hour music

and comedy channel, UK Play, which is aimed at 16- to 24-year-olds.



The company, a joint venture between BBC and Flextech, has picked

Delaney Lund Knox Warren & Partners, Wieden & Kennedy and BDS Beechwood

to pitch for the account.



The business was previously held by TBWA GGT Simons Palmer, which parted

company with UK TV after it handed Delaney Fletcher Bozell the UK

Horizons brief earlier this year (Campaign, 23 July).



It has yet to emerge which agencies will handle the accounts for the

remaining UK TV channels, UK Gold, UK Style and UK Arena.



A UK TV spokeswoman said: ’We wanted a breath of fresh air and an agency

with experience of the same target market.’



TBWA launched the channel in October last year with a cable TV and

cinema campaign that asked, ’What is life without music and

comedy?’.



The channel claims to be the only music and comedy channel in the

UK.



About 40 per cent of its programmes are original, but it also carries

repeats of well-known shows including The Royle Family, The Smell of

Reeves and Mortimer and Dennis Pennis.



UK TV’s decision to step up its marketing comes as satellite channels

move to raise their public profile while digital companies decide what

to include in their packages.



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