The agencies shortlisted are: Bates UK, the incumbent on the main Sky account; BMP DDB; Delaney Lund Knox Warren; Cameron Doyle Dye; and WCRS.
The allows viewers to record programmes and design their own TV schedules without the need for videotape. It can also be used by viewers to cut out advertisements.
The pitch process is being overseen by agency search consultants the AAR with BSkyB marketing director Charles Ponsonby.
The winner of the account could be in line for the entire Sky creative account, which could be another blow for the troubled Bates. Last week, the agency saw its £25m Woolworths account go into review.
A spokesman for Sky said that the broadcaster had no current plans to review its creative account out of Bates.
The box costs £250, plus £10 a month subscription. It is linked into the Sky electronic programme guide and allows viewers to pause live TV and to build their own personalised TV schedules.
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