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Duncan: "clear consumer approach"

The BBC is planning its biggest marketing push for the launch of its proposed new digital terrestrial service.

It will be the first time the corporation has created a portfolio campaign encompassing an entire platform and it has plans for a multimedia push.

BBC marketing director Andy Duncan said: "We'd expect everyone in the UK to have seen the advert up to 100 times and will be using on-air promotions, outdoor posters, radio and online in the media mix."

Most of the BBC's ad campaigns are designed to reach each person in the country seven times, but the company has been increasing its marketing spend in recent years, with large-scale campaigns for its digital channels.

A strong marketing proposition will be highly regarded by the Independent Television Commission, which is assessing the four bids on the table for the digital terrestrial platform -  made vacant following the
closure of ITV Digital.

Poor marketing strategy was blamed in part for the demise of the service.

"Marketing's a critical part of the success of DTT. A strong, clear, consumer proposition is vital," Duncan said.

The BBC also plans the launch of a new history channel for the platform, building on the success of series such as Simon Schama's History of Britain.
It will be called UK History and will be launched in conjunction with Flextech through the UKTV division.

Duncan said: "We believe there's a market for this channel and it's currently under development."

Duncan said a decision on its media account is expected in the next few weeks. It is held by PHD, but is currently under review, with Zenith and Optimedia still in the running.