New pay-per-view movie operator digital broadcasting company (dbc) has unveiled the on-screen branding for its July launch on Sky Digital, writes Alice Macandrew.

The new service will kick off under the name

New pay-per-view movie operator digital broadcasting company (dbc) has unveiled the on-screen branding for its July launch on Sky Digital, writes Alice Macandrew.

The new service will kick off under the name of u>direct films between 4-8 July, depending on transmission tests, and will show a range of cult, classic, independent and mainstream movies.

The new brand was created for dbc by Branded, the marketing agency headed by former BSkyB marketing director Philip Ley, while the on-air branding was designed by English+Pockett.

In addition, dbc chief executive and former BSkyB finance director Richard Brooke said the July launch will be backed by a£3 million press and TV marketing and publicity campaign.

Backed by Pearson Television and Deutsche Bank (Broadcast, 26.2.99), the new service will kick off across 12 channels with access to around 500 films. The first week's titles include The Man in the Iron Mask, Orson Welles' Touch of Evil and Robert Duval's The Apostle.

u>direct films will be available to all Sky Digital customers on a pay-as-you-go basis charging£2.99 for UK TV premieres and£1.99 for all classic and library movies.

Brooke confirmed that dbc was in talks over possible carriage with the cable operators.