Freeview, the UK’s most-watched digital TV service, today announces the launch of a new advertising campaign to promote its high definition service.
“Corgi” Royal Wedding TV advert on air from 9th April 2011
The £1.8m campaign aims to raise awareness of Freeview HD by capitalising on the excitement of the build up to the Royal Wedding. Set to be the biggest TV moment of the year, Freeview will be encouraging viewers to upgrade to Freeview HD for the optimum TV experience of the wedding – bringing the glorious detail possible with HD into living rooms.
The creative follows the epic journey of three corgi dogs as they head to London to watch the Royal Wedding in high definition with their other corgi chums. As they scamper across miles of countryside, dash over Dartford Bridge, take a ride with a lorry driver and hop on board a river boat for the last stretch past Westminster Abbey, sheer determination and grit gets them to their destination just in time for the proceedings to start.
Freeview cast the three corgis recently seen in the multi-Oscar winning film The King’s Speech to star in the advert.
The creative was devised by 18 Feet & Rising, produced by Somesuch & Co and directed by Daniel Wolfe, whose recent work includes award winning music videos for Duffy and Plan B.
Owen Jenkinson, Head of Marketing at Freeview commented: “The Royal Wedding is the most eagerly anticipated event of the year and a moment when the nation will be gathered around the TV. So what better time to talk about the benefits of Freeview HD, with viewers able to enjoy the incredible colour and detail that high definition offers with no monthly bills.
“We hope our dogs’ tale will touch the hearts of the British public and encourage further uptake of Freeview HD.”
The campaign will be supported by additional national and consumer press adverts, advertorials, radio and digital.
Freeview HD is already available to around 60% of the UK – an additional three million UK homes will be able to receive Freeview HD in time for the Royal Wedding on the 29th April 2011. By the end of next year, Freeview HD coverage will roll out to the whole country (98.5%). ck’) 18 million homes in the UK use Freeview on either their main or second sets. When digital switchover is completed next October, the whole country will have access to Freeview channels.
From tomorrow, around 4.5 million new homes will come into Freeview HD coverage for the first time, including the cities of Birmingham, Leeds and Cardiff which puts Freeview HD coverage on track to reach up to 50% of the UK by the World Cup.
The UK’s most watched channels are all represented on Freeview’s new HD service. From today, Channel 4 HD is available alongside the BBC HD channel and ITV1 HD. S4C will launch its HD channel Clirlun in Wales on 30 April. Re-affirming their commitment to HD programming and its contribution to the continuing success of Freeview, there will be more HD content than ever before on the BBC HD channel, ITV1 HD channel and Channel 4 HD this year.
The Freeview HD channel line up from launch:
BBC HD: The best of BBC programming is brought together on the BBC HD channel, including for the first time the new series of Doctor Who and Ashes to Ashes which launch in April. In a summer of sporting events, BBC HD will be broadcasting more sport than ever before, with Wimbledon, Queen’s, the World Cup, and for the first time in HD, The Open and the Grand National. The BBC also announces that The Apprentice and Masterchef will launch in HD. Other highlights include Something Special and ZingZillas for children; Over the Rainbow, Top Gear, Antiques Roadshow, as well as almost every music programme from Glastonbury to the Electric Proms.
ITV1 HD: Simulcast of the ITV1 schedule. Upcoming highlights include; the final stages of the UEFA Champions League and The FA Cup as well as England internationals and the FIFA World Cup 2010. For HD Entertainment, there’s the UK’s top rating TV show, Britain’s Got Talent as well as The Whole 19 Yards, 71 Degrees North, and Soccer Aid. HD dramas include Father & Son, Law and Order: UK, Identity, The Prisoner, Foyles War and Lewis. HD documentaries including Joanna Lumley’s Nile, Greatest Cities of the World with Griff Rhys Jones, and the brand new Survival with Ray Mears all in pure HD. ITV1’s Prime Ministerial debate will also be shown in HD.
Channel 4 HD: Simulcast of the Channel 4 schedule. Upcoming highlights include Glee, Jamie Does and Location, Location, Location as well as the best documentaries, current affairs and music. Other popular shows available in HD include The Restoration Man, Desperate Housewives, Hollyoaks and Shameless.
S4C Clirlun: Simulcast of the S4C schedule. Programme highlights will include major Welsh cultural events, drama, exclusive sport, nature and children.
A range of Freeview HD boxes and Freeview HD TVs are available to buy from leading manufacturers including; Sony, Panasonic, Humax and Bush with more to follow from Philips, LG and Samsung in the coming weeks. Freeview+ HD boxes will arrive in shops before the World Cup. Prices of Freeview HD boxes start from £99, Freeview HD TVs from £480 and Freeview+ HD boxes are expected to cost from £250.
Later this week, Freeview will launch its largest marketing campaign to date with a series of TV ads carrying the slogan ‘It feels good to Freeview’. The £6m campaign called ‘Great Combinations’ gives viewers a unique take on HD as scenes from everyday TV programmes are combined with backdrops of established, epic visuals viewers have come to expect from HD. The first of a series of eight ads will break on Saturday, 3rd April and the campaign will run until the end of the World Cup, returning again at Christmas.
Commenting on today’s launch announcement, Ilse Howling, Managing Director of Freeview, said: “Freeview is taking the experience of stunning HD to a new level of access and availability. Our high definition service offers many of the UK’s favourite shows in glorious high definition and as always with Freeview, you just need to buy the equipment and there’s no contract or monthly bills. And with the World Cup just around the corner, there is no better time for viewers to embrace High Definition TV.”
Danielle Nagler, Controller of BBC HD at the BBC said: “It’s important to us that everyone in the UK who wants to, can enjoy the best of the BBC’s programmes in HD. The arrival of HD on Freeview is a big step forward for HD and for UK audiences.”
Peter Fincham, ITV Director of Television, Channels and Online said: ““We have a fantastic range of upcoming programming in HD, in drama, factual and entertainment and live sport – culminating in this summer’s World Cup. The launch of Freeview HD will be a great step in enabling our viewers to enjoy the fantastic picture quality offered by high definition television.”
David Dorans, Head of Distribution & Broadcast Technology at Channel 4 said: “The growing appetite for HD across the UK is clear to see. I am delighted that Channel 4 HD will be available on Freeview and we look forward to delivering to millions more viewers even more of the shows they love in stunning high definition.”
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