Freeview today announced that six major manufacturers – Alba, Humax, Sagem, Sharp, Sony, and TVonics have signed up to produce Freeview Playback-branded digital TV recorders.
The first digital TV recorders to feature the Freeview Playback brand will be available in Sony Centres across the country in time for Christmas. By next Easter, Freeview expects a wide-range of Freeview Playback products from key manufactures to be available from major high street retailers, with more to follow by July 2007.
Freeview has developed a marketing plan for Freeview Playback to raise awareness amongst consumers and ensure clear visibility of the brand in retail. The three key features of the marketing campaign will be:
- A publicity drive to generate positive word of mouth around Freeview Playback digital TV recorders through seeding campaigns with key opinion formers and brand ambassadors
- Retail partnerships to establish a digital TV recorder category in-store and achieve a strong brand presence for Freeview Playback through branded products and point of sale
- New media campaign: to drive traffic to the Freeview website and raise consumer awareness of Freeview Playback digital TV recorders
Latest figures show that 31 million* analogue recording devices are currently in use in UK homes and in the run up to digital switchover, the Freeview Playback brand will help to communicate the benefits of digital TV recorder technology to consumers.
The brand will give consumers an assurance of quality, as all digital TV recorders must meet a strict functional specification developed by the Digital Television Group (DTG), the industry association for digital television in the UK. The specification ensures products can support key features such as accurate digital recording.
Cary Wakefield, Freeview General Manager, said, “Our aim is for Freeview Playback digital TV recorders to be widely available throughout the market by the end of 2007. The involvement of these key manufacturers confirms our commitment to clearly define the digital TV recorder category and is a major step towards establishing an industry standard by providing a quality assurance for consumers.”
* Ofcom/Digital UK Switchover Tracker