BT has appointed screen branding specialist Lambie-Nairn to a major branding project, which is being kept tightly under wraps.
It is understood the thrust of the WPP-owned design group’s work involves the telecoms giant’s new interactive division BT Entertainment, which plans to launch video via broadband services next year.
BT Entertainment will officially launch on 1 January next year and is tasked with driving broadband take-up through services such as on-demand music, gaming, television and movies.
The division will be headed by Andrew Burke and BT has appointed Dan Marks, formerly president of Universal Studios Networks and head of the Sci-Fi Channel, to focus on the video via broadband services. BT is also set to roll out 3G mobile services in partnership with Vodafone.
A statement from BT retail chief executive Pierre Danon says, ‘A focus on entertainment services is the natural next step for BT.’ Danon believes broadband ‘is about to cross the chasm’ from early adopter to a mass-market product, and entertainment services will play a key role in that step. A recent Ofcom report confirms this view, citing broadband as a significant new feature in the emerging digital TV market.
BT has come under mounting pressure from Ofcom in recent months to refocus its business (DW 25 November). Reports also suggest BT is in talks with marketing networks to provide design and advertising services.
Lambie-Nairn and BT declined to comment.