Magazine article Marketing

Further Delay for BSB Ad Launch

Magazine article Marketing

Further Delay for BSB Ad Launch

Article excerpt

Further delay for BSB ad launch

British Satellite Broadcasting (BSB) has been forced to pull its full launch 13m [pounds] advertising campaign, because of slow equipment supply to retail outlets.

The new phase of BSB advertising, planned to promote the satellite station's consumer launch on April 29, was supposed to break last weekend. But ITV contractors had less than two days notice from BSB over cancellation, placed through BSB's advertising agency Bartle Bogle Hegarty.

The delay is bound to come as a further embarrassment to BSB, following the cancellation of its original launch plans last autumn.

Chief executive of BSB Anthony Simonds Gooding is describing production delays as "temporary", and BSB insists that slippages in supplies can be quickly recovered.

Manufacturing problems have already led to delays in installing 2000 sets of receiver equipment at retail outlets throughout the UK.

Last week, only 100 receiver displays were understood to have been installed in-store, although both BSB and retailer organisations remain confident that the 2000 target will be met by April 29. …

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