Magazine article Marketing

BSB Boasts of Direct Boost in Demand for Service

Magazine article Marketing

BSB Boasts of Direct Boost in Demand for Service

Article excerpt

BSB boasts of direct boost in demand for service

British Satellite Broadcasting (BSB) is claiming an early success with substantial direct response to its "You watch, we listen" ad campaign, launched before Christmas to dent demand for Sky Television.

Over 80,000 people have already responded to BSB's advertising and in-store "Launch Club" promotion by requesting information packs about the satellite station, due to begin broadcasting later this spring.

One in four of this total have also filled in questionnaires canvassing potential viewers on what they want from the five-channel service.

Indications of healthy consumer interest in the BSB service will come as a welcome fillip to the company, which expects to announce details of a successful round of funding within days. Investors are believed to have more than doubled BSB's original 425m [pounds] finance package by committing more than 500m [pounds] to take BSB beyond launch.

Peter Bell, marketing director at BSB, says he expects to launch a programming-led ad campaign to boost demand for the satellite service within weeks. …

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