U-direct appoints Good Technology to create e-brand

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.

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

late-summer.



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.



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