BT Vision


The TV platform's pounds 30m push touting its new Sky Sports offering has fallen flat, writes Jeremy Lee.

For BT Vision, the acquisition of rights to show Sky Sports 1 and 2 was meant to herald a new era for its hybrid DTT/IPTV platform. Indeed, so excited about the development was Adam, the BT ads' resident protagonist, that he managed to tear himself away from mulling over his seemingly endless courtship of Jane.

Instead, in a dream-like sequence, the brand character left his flat and entered the tunnel ready to emerge onto a football pitch alongside players including Michael Owen and Shay Given, to the cheers of the crowd.

Sadly, for some subscribers who chose to take up the BT Vision offer, the reality proved disappointing. In a blunder reminiscent of recent aberrations suffered by ITV in its sports coverage, a technical glitch prevented viewers from accessing the Sky Sports packages for which they had paid.

While BT has promised to refund those affected, and pointed out that Top Up TV suffered similar problems, it was not the ideal start. It also threatened to overshadow BT's pounds 30m marketing investment in its entry into the deregulated TV sports market, intended to drive uptake However, BT Vision has yet to gain the scale it promised. In the most recent quarter it acquired only 14,000 subscribers; its lowest quarterly increase for two years.

So what should BT Vision do next? We asked Neil Davidson, strategic planning director at Billington Cartmell, who has worked with Vodafone, and Mike Welsh, chief executive of Publicis Dialog, who worked on ITV Digital.

DIAGNOSIS - Two industry experts explain how BT Vision can give Sky a run for its money

NEIL DAVIDSON, strategic planning director, Billington Cartmell

Sky, and its emotionally engaging advertising, dominates the market. While Sky trumpets its own content, creating a buzz around it, BT Vision has to tread the line between using Sky-generated content to sell itself and communicating packages in ways that can feel lesser.

BT Vision needs to communicate more clearly its real point of difference and why consumers should feel good about choosing it over the more obvious choice, Sky. How can BT Vision differentiate itself in a way that feels relevant to consumers' lives, not just another bit of kit slugging it out over price?

BT Vision also needs to create a more meaningful connection with the broader BT brand. While Sky maximises the buzz from its own content, BT doesn't fully maximise its credentials as a broader communications brand, particularly in its TV advertising.

REMEDY

- Position BT Vision as the more intelligent, consumer-focused choice. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

BT Vision
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.