LONDON: Giant telco BT has unveiled its launch advertising campaign for online television service, BT Vision. It intends its new offering, on test since December, to eventually challenge US-owned rivals, satellite TV giant BSkyB and cable counterpart Virgin Media.

Two 60-second commercials with the tag line TV on your terms will be supported by outdoor ads on buses and billboards, and online on MSN, Yahoo and AOL websites.

The telco hopes the ads will highlight BT Vision's flexibility in combining Freeview TV channels with on-demand content via broadband, catch-up TV and personal video recorder storage capability.

Content partners include Emap, Channel 4, MTV, DreamWorks, NBC Universal and CBS.

Says BT Vision director of sales and marketing: Lib Charlesworth: "When people are considering digital TV, the campaign spells out why BT Vision offers the best option. The messaging is underpinned by how easy it is to control how much or how little customers choose to pay for BT Vision."

Data sourced from Brand Republic (UK); additional content by WARC staff