U-direct, the pay-per-view TV service owned by the Digital
Broadcasting Company, has hired Good Technology, the digital design
agency, to work on a major web initiative.
The service is planning to launch a web brand, called U-direct.TV, in
U-direct launched on Sky Digital last July. It runs across 12 channels
with its near video-on-demand brand, U-directfilms. A sports
pay-per-view service, U-directsports, was added in September.
The company is in talks with several producers and content providers
over the development of separate content for the web brand.
Details are being kept under wraps, but the service is expected to
contain commissioned content in areas such as stand-up comedy.
Bernadette O’Reilly, sales director for the Digital Broadcasting
Company, said: ’All the content will initially be free, but we hope to
expand the pay-per-view service to the web.’
U-direct has earmarked pounds 20m for the marketing of its three brands
over the coming year. A poster campaign for U-directfilms breaks in
mid-May, through HHCL & Partners and CIA Medianetwork, promoting the UK
television premieres of Human Traffic and Existenz.