News Media

Outdoor Advertising Association IN BRIEF

Th« BBC is reportedly

iaunciies environmentai strategy trying to snatch the

By Kate O'Flaherty
The Outdoor Advertising
Association (OAA). the out-
door industry regulatory
body, is devising an environ-
mental strategy for outdoor
companies.
The body is developing a
policy statement that will out-
line basic targets that opera-
tors 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"
Environmentally unfriendly: Large backlit billboards
outdoor companies: Clear
Channel. JCDecaux, CBS
Outdoor, Titan and Prime-
sight - to develop the guide-
lines. He says: "This is not
just a token gesture - it is a
criterion for OAA member-
ship." He adds that the com-
mittee began as a health and
safety group last year and
expanded to cover the envi-
ronment when the issue
became more prominent.
Wilson says OAA mem-
bers are involved in initia-
tives including using solar
power to illuminate bus
panels, transport vehicles
fuelled by LPG gas and an
increased use of biodegrad-
able 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.
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

Viacom launches Black Entertainment TV download.

Vodafone has signed a

Viacom, the parent company
of MTV and Paramount
Comedy, is launching US
channel Black Entertain-
ment TV (BET) in the UK
later this month.
The free-to-air channel is
aimed at young black and eth-
nic minority viewers, and
will be available on the digi-
tal satellite platform and
BT Vision, as a video-on-
demand 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
BET Free-to-air channel
with London-based commu-
nications consultancy Glen
Yearwood Group on launch
plans and has appointed
International Poster Man-
agement (IPM) to handle its
outdoor media planning
and buying account, follow-
ing 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 advertis-
ing 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 exec-
utive Debra Lee says the
launch is part of its commit-
ment to grow the brand inter-
nationally
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.
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.

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
Carat and
ZenithOptimedia are
the two remaining
agencies in the running
for Warner Music's £7m
media planning and
the outdoor ocmpany's giant "Premier buying account, which
500" billboards, and is part of a wider was resigned by PHD
campaign comprising 2,600 billboards last year.
and underground, rail and bus posters.
The campaign was planned and Virgin 1 has signed
booked by Source, a specialist arm of electrical retailer PC
the Poslerscope Group, and AMV. World to sponsor
BBDO developed the creative. Terminator: The Sarah
Electrolight is a vinyl display that Connor Chronicles. The
uses eiectro-illuminescent technology. nine-week sponsorship
It is programmed to display special light- deal was struck by
ing effects in a sequence, which can Walker Media and sales
light up slowly, flash or pulsate. house IDS.

www.marketingweek.co.uk 21.02.08 Marketing Week; 13