Lambie-Nairn says Yes to TV strategy

Lambie-Nairn has created the identity and brand strategy for Yes Television, a digital service being touted as the first interactive video-on-demand service.

Trials of Yes are due to commence in Cardiff, testing a service which will enable viewers to choose when to watch the programmes and films available. A blend of Internet and television technology will offer viewers video-style functions, such as fast forward and rewind, as they watch.

Lambie-Nairn has also branded the navigation system used to operate the system. A series of graphic symbols has been developed, with individual symbols also used in branding sequences.

Yes chief executive Tom Kressner says: “We believe this is a most innovative and consumer-friendly service. The simplicity and directness of the branding Lambie-Nairn has created for us supports our interactive television concept extremely well.”

Lambie-Nairn account director Alison Turner says: “Our brief was to create an identity which articulates the brand personality as contemporary, exciting, warm, familiar and useful, while also differentiating it from other forms of more conventional television.”

Yes has been launched by Elmsdale Media, and will be distributed by integrated media and telecommunications group NTL as part of its cable packages. The Cardiff trial will rise from 500 homes initially to 2000 over six months.