bt_tv_advert_sept_2016BT is to ramp up promotion of its TV service with a new ad campaign highlighting its exclusive US dramas and major sporting events.

Launching on Saturday 24 September, and described as the “biggest ever” BT TV ad campaign, the new publicity drive will include ads on TV, poster sites, radio, online and social media.

The ads are set to the well-known music track, “Hey Ya!” by OutKast, and feature BT TV’s upcoming exclusive dramas Into the Badlands and David Schwimmer’s new show, Feed the Beast, as well as BT Sport’s Premier League coverage.

Using the strapline, “A different world of entertainment”, the ads will unveil “a powerful new look for the BT TV brand” and showcase the range of pay channels available as well as BT’s on demand store which offers the latest Hollywood movies.

The campaign will also include sponsorship of Capital Radio’s breakfast show “plus a host of Digital and Social activity.”

David Stratton, GM of Marketing – BT TV & BT Sport, said: “Our biggest campaign to date aims to win over customers who want the great content and functionality that a premium TV service offers, but without the sky-high prices usually associated with pay TV.”

News of the new campaign comes as the Telegraph reports BT is in talks about a £60m takeover of the YouView platform which powers its set top boxes.