RTE launch switchover campaign for its Saorview digital terrestrial TV service
Published 17/03/2011 | 05:00
RTE have launched their information campaign ahead of the eventual switch off of the analogue TV signal and move over to Saorview digital TV at the end of 2012.
The campaign will feature on TV, radio, online and print as the State broadcaster focuses on getting the 600,000 households who rely on their aerial for television ready for the switchover. A lo-call helpline (1890 222 012) is also in operation.
While there are a number of options for those householders right now, those choices are expected to grow as we get closer to the switchover.
At the moment, however, RTE are concentrating on making people aware of what will be happening, and while they don't have to do anything right now, they may have to in the future.
Indeed it's refreshing to see a company getting out ahead of the curve and informing people well ahead of time.
In the words of RTE's Rory Coveney, "the nightmare is 100,000 people get up on January 1, 2013 to discover they have no TV. With this campaign we hope to avoid that."
Cawley-Nea/TBWA is the creative agency behind the TV, Radio and Online public information advertising. Arekibo Communications developed the Saorview website.
The online coverage mapping tool on the site, which allows consumers to check if they are covered by the Saorview service, was developed internally by RTENL.
In the first phase the TV ads will run on RTE and TG4 and the Radio ads will run on RTE services.
The Saorview communications strategy will leverage a multi-media, multi-format, multi-message campaign which will function to build consumer awareness of the Saorview service nationally.
The launch phase combines TV, radio, online and print activity.
RTE claim the place of communication and actual message is in keeping with the Saorview target audience, and aims to match their mindset and motivations at the time of communicating, thus maximising impact.
Later in 2011 and into 2012 the national campaign will be supported by local and regional activities.
Radio is still holding its own
RADIO still plays an essential role in the daily lives of people, a broadcasting conference was told this week.
MRBI chief executive Damian Loscher told the JNLR Annual Breakfast that radio continues to perform strongly despite the rise of social media. "Daily or almost every day, 87pc of the Irish adult population listens to radio. This compares to 50pc for Facebook and just 8pc for Twitter. But what stands radio apart is the length of time people spend listening to radio each day -- on average just more than 4 hours per listener."
From an advertising point of view, the fact that only 20pc of listeners switch stations when ads come on is particularly interesting, especially at a time of following ad revenue.
The breakfast was also marked by the launch of the JNLR iPhone app.