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Outdoor Advertising Association iaunciies environmentai strategy
By Kate O'Flaherty The Outdoor Advertising Association (OAA). the outdoor industry regulatory body, is devising an environmental strategy for outdoor companies. The body is developing a policy statement that will outline basic targets that operators vifill be expected to meet. It win apply to all existing and new members of the OAA and tbe body hopes to have the first draft ready hy the end of March. OAA operations director Bill Wilson is chairing an eight-strong committee which includes the "big five" mittee began as a health and safety group last year and expanded to cover the environment when the issue became more prominent. Wilson says OAA members are involved in initiatives including using solar power to illuminate bus panels, transport vehicles fuelled by LPG gas and an increased use of biodegradable materials. He explains: "The group share a common interest of collective responsibility" The environmental policy statement is being developed alongside a health and safety statement.

Th« BBC is reportedly trying to snatch the rights to the Champions League from ITV in a deal that could be worth upto£300m. Itis understood that European football's governing body UEFA sent out a tender this week for broadcasters interested in showing the games... ... The BBC is considering a sale or stock market flotation of its commercial arm BBC Worldwide, which has been valued at £2bn by analysts. BBC Worldwide teamed up with Apple's iTunes service this week to offer a range of BBC programming for download. Vodafone has signed a one-year deal to sponsor the 2008 Epsom Derby The racecourse failed to find a partner to replace the mobile operator, which ended its 13 year association with the race last year. Virgin Media TV is reviewing its £8.7m media planning and buying account. The shortlist is understood to bo OMD. Starcom, Carat, Walker Media, Mediaedgercia and PHD Rocket, the incumbent. Carat and ZenithOptimedia are the two remaining agencies in the running for Warner Music's £7m media planning and buying account, which was resigned by PHD last year. Virgin 1 has signed electrical retailer PC World to sponsor Terminator: The Sarah Connor Chronicles. The nine-week sponsorship deal was struck by Walker Media and sales house IDS.

Environmentally unfriendly: Large backlit billboards outdoor companies: Clear Channel. JCDecaux, CBS Outdoor, Titan and Primesight - to develop the guidelines. He says: "This is not just a token gesture - it is a criterion for OAA membership." He adds that the com-

Viacom launches Black Entertainment TV
Viacom, the parent company of MTV and Paramount Comedy, is launching US channel Black Entertainment TV (BET) in the UK later this month. The free-to-air channel is aimed at young black and ethnic minority viewers, and will be available on the digital satellite platform and BT Vision, as a video-ondemand channel. The launch will be backed by a campaign, stai-ring BET icons including singer Alicia Keys and actor Jamie Foxx. The network is working and buying account, following a pitch. It is understood that no decision has been made on other agency arrangements, although consultant Glen Yearwood says marketing will initially concentrate on outdoor and ambient media. Viacom-owned sales house Viacom Brand Solutions (VBS) will handle advertising sales for the channel. BET was first launched in the US in 1980 and has heen extended to Canada and the Caribbean. It airs the most popular reality TV show in the US, College Hill. Yearwood says content will initially borrow heavily from the US network, but wil! become more regionalised over time. BET Networks chief executive Debra Lee says the launch is part of its commitment to grow the brand internationally The brand has existed in the UK as a sponsor since 2006. linking with the Notting Hill Carnival and BET Hip Hop Awards, which allowed fans to vote through MTV Base and BBC lXtra websites.

BET Free-to-air channel with London-based communications consultancy Glen Yearwood Group on launch plans and has appointed International Poster Management (IPM) to handle its outdoor media planning

New campaign BT billboards move with the times
BT will be the first advertiser to use new billboard technology that allows movement fn posters, The electrolight technology wil! allow BT to flash messages up on the poster to promote its free weekend calls. A campaign, which breaks on February 25. wil! feature a giant mobile phone witb custom-built technology in the screen; a charge is passed through the ink and screen to create the message. JCDecaux says the campaign is a "media first". It will appear on four of the outdoor ocmpany's giant "Premier 500" billboards, and is part of a wider campaign comprising 2,600 billboards and underground, rail and bus posters. The campaign was planned and booked by Source, a specialist arm of the Poslerscope Group, and AMV. BBDO developed the creative. Electrolight is a vinyl display that uses eiectro-illuminescent technology. It is programmed to display special lighting effects in a sequence, which can light up slowly, flash or pulsate.

21.02.08 Marketing Week; 13

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