Publicis scoops $21 million launch of Spain's first digital TV station

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MADRID--Onda Digital, the concessionary for Spain's first terrestrial digital TV station, TDT, has awarded Publicis its $21 million launch campaign.

The appointment follows a three-way pitch, including Tiempo BBDO and El Sindicato, part of Interpublic Group of Cos.' Spanish network.

The campaign for the station, to be called Quiero Television, is aiming to differentiate it from existing satellite digital channels including Canal Satelite Digital, owned by Sogecable and Canal Plus; and Via Digital,owned by telcoms company Telefonica. Other rivals include cable channelsMenta, Madritel and Ono.

Quiero Television will also be seeking to establish itself in the market before other terrestrial digital channels go up for concession. Likely bidders include private TV channels 3 TV, Canal + and Tele 5.

Copyright February 2000, Crain Communications Inc.

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