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Agencies line up for analogue TV switch-off brief.(Brief Article)
A consortium of high-street retailers, broadcasters and telecom providers is approaching agencies about making Britons aware of the switchover from analogue to digital TV, which is scheduled to be completed by the end of the decade.
The multimedia initiative is expected to embrace above-the-line advertising, direct marketing and online activity.
With the switchover not due to take place before 2010, moves to put a communication programme in place are at a very early stage. At present, agencies have had only initial conversations and have not been briefed on the consortium's members. Second stage briefings are scheduled for the next few weeks.
Insiders believe any agency assignments will initially be limited to a campaign feasibility study, with advertising further down the line.
A brief to win over reluctant ...
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