31 March 2010 14:00
Freeview is to launch a £12 million advertising drive this Saturday
(April 3rd) to promote its high-definition (HD) channels on its digital
terrestrial service.
From
today, an additional 4.5 million homes will be able to watch Freeview
HD coverage for the first time, with the goal of upping the figure to
at least half of the UK population by the time of the World Cup.
Currently
available programmes include Doctor Who, Britain's Got Talent, Lewis,
Masterchef, Top Gear, Hollyoaks, Antiques Roadshow, and The Prisoner.
Households in Birmingham, Leeds and Cardiff have now received the HD extension, in the first push towards covering the UK.
The
Guardian reported that the new campaign by agency 18 Feet and Rising
will lightly parody BskyB advertising by "featuring slow-motion footage
of action films and wildlife".
Tim Hunt, the director of the
marketing communications at Freeview, told the newspaper: "This
innovative campaign will both entertain and amuse viewers in equal
measure and reflects the fact that many of the UK's favourite TV
programmes will be available to viewers for the first time in high
