Freeview pushes Playback with marketing drive

Freeview is to launch a new media and press campaign to support the launch of Freeview Playback, its new digital TV recorder brand.

Online advertising starts on June 11, and will encourage consumers to visit a micro site - www.freeviewplayback.co.uk. An offline campaign, through a tie-in with a London publication, will include newspaper cover-wraps, display advertising and TV listings page sponsorships.

Freeview Playback is a subscription-free digital recorder which receives the 40 free digital TV channels, and allows recording through the 8-day TV guide. Viewers can also pause and rewind live TV, and record up to 125 hours without the need for tapes or discs.

Ilse Howling, general manager at Freeview, said: "The launch of Freeview Playback is the next step to maintaining Freeview's position as the nation's favourite digital TV service."

"Our combined online and press campaign aims to reach 18-35 year olds who have an understanding of technology and are likely to demand more from their viewing experience," added Howling.

The first Freeview Playback digital TV recorders available to buy online and in retail will be Humax, Sony, TVonics and Vestel models. The retailers involved include Argos, ASDA, Comet, Sainsbury's and Tesco.