TV marketing: An integrated campaign.

Sheila Horgan

The campaign that launched a pay-per-view film services available on digital TV (u>directfilms). The case study reviews the rapidly changing market and the problems encountered in launching the first service of its kind (in July 1998); and outlines the strategy employed and the ingredients in the campaign.

TV marketing: an integrated campaign

Sheena Horgan, Eulogy!, descibes the launch by Interfocus of a pay-per-view service on digital TV

'THE UNDISPUTED headline topic of media conversation this year has been the digital debate: are we ready for the digital revolution? The business aspect of this topic is phenomenal in terms of reach, opportunity and costs,' says Matthew Hooper, managing director of Interfocus, the agency behind the successful launch of u>directfilms - the UK's first independent pay-per-view film service.

'But,' he contends, 'it is consumer considerations that prove to be an altogether different challenge to marketers: how do you...

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