Advanced Television

SeeSaw in March after tests

January 26, 2010

SeeSaw is aiming to launch in March, with content from partners including BBC Worldwide, Channel 4 and Channel Five. The service, built from the assets of the defunct Project Kangaroo video-on-demand venture, will start an invite-only trial this week.

SeeSaw is hoping to build up the number of users for its trial over the course of about a month to 10,000, with the aim of offering about 3,500 hours of TV content at launch by March. It is understood that the service will offer a combination of free advertising-supported content and paid-for programming, the latter mostly from the US.

As a completely new brand to the burgeoning UK video-on-demand market, SeeSaw is backing its launch with a £5m ad campaign that will include a massive TV spend. It has been experimenting with the strapline “A great place to watch TV”.

SeeSaw has chosen Fallon, the agency behind hugely popular ad campaigns including “Gorilla” for Cadbury, to try and make the brand a household name with a £5 mllion (E5.68m) budget.

It is understood that discussions about launching on internet-enabled television and with Project Canvas, the joint venture from partners including the BBC and ITV that aims to bring video-on-demand to Freeview and Freesat digital TV homes.

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