MEDIA: Telewest digital launch pushes ’choice’ theme

Telewest is launching a campaign for its new digital television service, Telewest Active Digital, under the strapline ’Now it’s your choice, not just more choice’.

Telewest is launching a campaign for its new digital television

service, Telewest Active Digital, under the strapline ’Now it’s your

choice, not just more choice’.



The campaign breaks this week in the Midlands region using press,

posters, direct marketing and radio. It will roll out to 50% of Telewest

homes by Christmas.



The creative concept uses a Telewest ’smart baby’ to represent the birth

of the new generation of digital services. It aims to show customers

that Telewest Active Digital lets them choose whatever they want from

the digital world.



The service offers a basic entry-level package, called base zone, priced

at pounds 13 a month. This includes 18 channels of broadcast TV, all

terrestrial channels and a telephone line. Other options are zone A at

pounds 19, which adds another 14 channels to the base zone, zone B at

pounds 19, which adds a further 15 channels; and zone C at pounds 19,

which also adds another 15 channels.



But by buying into the most expensive option, the ’main zone’, customers

are able to receive all channels from the base offering through to zone

C, as well as a time-shifted version of Cartoon Network, the Discovery

channel and UK Gold.



All packages include the monthly phone line rental charge. In

comparison, BT charges pounds 9.25 a month for a simple telephone

line.



Telewest customers can choose to add channels at pounds 2 a month and

can also access Telewest’s video-on-demand library.



The service also includes a digital ’smart’ set-top box, known as the

digital home terminal, which is able to link to a number of devices,

including televisions, PCs, printers and cameras for

video-conferencing.



High-speed cable internet access will also be available, initially via

PCs, and will provide a connection to the internet and interactive

services.



Telewest chief executive Tony Ilsley said: ’Telewest gives you one

broadband connection to the digital world, which today offers digital

television, telephony and internet access. The same, single connection

gives customers everything they need for their future entertainment,

information and communication needs.’



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