CASE STUDY | Digital UKTV PLAY SMARTER AS STANDARD • UKTV Play was a new on-demand service, offering catch-up programming from the broadcaster’s channels. • We wanted to communicate the fact Play offered something for everyone and to acknowledge the different ways people watch video on demand. OBJECTIVES STRATEGY • To establish UKTV Play, we used live data feeds contextually in commuter and high- dwell environments to land our messages when

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