BT Vision Launch Campaign

This is the launch campaign for British Telecom's 'hybrid' IPTV service 'BT Vision' BT Vision faces some fairly major challenges. It will be interesting to see how the service fares in competition with BSkyB's triple play (See, Speak, Surf) campaigns and Virgin Media's triple play offer. Yes of course there are plenty of consumers out there that don't want to pay a monthly TV subscription, but they also don't want to pay the monthly subscription they will have to pay to BT for broadband. More worryingly, 'cautious' and price-sensitive consumers are unlikely to buy much VOD content either, particularly since the UI doesn't actively sell content like other VOD service do. New concepts such as VOD and PVR also need a long-term marketing commitment in the kind of segments BT is going after. Let's hope BT has deep pockets for this service because churn is likely to be high (although invisible because there is no subscription) and adoption likely to be slow! For more Pay TV Marketing examples, visit http://www.paymedia.co.uk

Category:

Entertainment

Tags:

• BT
• Vision
• Microsoft
• Launch
• IPTV
• Digital
• TV
• PayMedia

[justinhewelt]

My criticism is not of the technology, but how new products are being implemented and marketed. What BTV consumers are getting is Freeview plus pages of genre-based lists. VOD needs to be more than a replacement for the local video store. What has largely been ignored by many operators providing VOD (and BT is not unique) is the importance of consumer education and communication.

[kevinturvy]

Fuckin wankers, there are lots of people out here ready to smash windows and destroy this service... buy at your peril, then piss off the neighbours with interference, lose connection every 5 mins and have crap downloads... please anything but this heap of shit...

[xxdreamycreamyxx]

@paulmac38 yh it was, but the bike scenes and the office scenes were shortened but i defo remember the end coz it made me laugh :)

[paulmac38]

don't think this advert war ever aired.

[mrv153]

its not free

[Dragonator01]

erm just some questions, the vbox is free right?

and does it cost £30 to get the connection activated, and from then on its free?

[LessthanJake14]

BT Total Broadband is the single most unreliable ISP in all of the UK. I now have a dload speed of 130kbps...that's pathetic. I have had first gen modems that were faster. 22 kilobytes a second. I could create a better provider with that much funding.

[averillc]

Not sure your insight is very insightful. What haved you based your "largley useless" statement on? VOD to your home and a free PVR not bad for those without SKY. Surely IPTV is the way forward, Tiscali, Virgin and Sky's future platform can't be worng can they?