TRADE TALK - Digital convert.

At 6.00 in the morning on Wednesday (30 October), British television took another step forward with the launch of Freeview, the digital terrestrial television (DTT) platform developed from the ashes of ITV Digital.Persuading the great British public that DTT can be a success after all that has gone before is probably one of the hardest jobs in UK marketing at the moment. But while ITV Digital had a woollen monkey and a fat, northern comedian, the BBC has Andy Duncan. In his role as director of marketing and communications, he has been chosen as the man to explain and talk up the project, a task he has taken on enthusiastically. 'I really believe in it,' he says.Just 19 months ago, the inner workings of broadcasting, let alone new digital television platforms, was alien to Duncan who was ensconced in the world of fast moving consumer goods at Unilever as European director for food and beverages.'I loved being at Unilever, I was very happy there,' he says. 'But there is no doubt that it is a fascinating time to be at the BBC. I was genuinely interested in the challenge of moving marketing and communications on.'But Duncan's switch came as a surprise to one former associate. Illtyd Lewis, who was executive director of the Tea Council when Duncan was its chairman in 1999 and is a former Unilever employee himself, says few successful executives ever decide to leave the firm. 'Unilever men quite often spend their lives there,' he says. 'If you are a high flyer like him it is very rare to march off.'Those who work with Duncan at the BBC say his non-broadcasting background has been a positive factor. One senior member of his team says: 'He came in with no broadcasting baggage and an incredible track record. He was able to see what clearly needed to be done and has managed to make sure that audience focus emanates throughout the organisation.'Duncan's arrival also heralded the BBC's first proper focus on marketing and he was immediately handed a record #20m budget for this purpose.'I think his original appointment was a sign that the BBC's approach to marketing had matured,' says Channel 5 director of marketing and communications David Pullan. 'It was recognition that the BBC was in fact a brand. It was a real turning point in an organisation that traditionally had a poor opinion of marketing. It had always seen it as a bit low rent and embarrassing.'Pullan and his counterpart at Channel 4, Polly Cochrane, both agree that Duncan has done a good job since arriving, although both also point to the size of his budget as being a major contributing factor.'I think he has done a really good job in terms of managing the portfolio,' says Pullan. 'You can't underestimate how difficult it is to work within the BBC. There are so many entrenched power positions and different agendas. But (Duncan) has got the ability to take it with a pinch of salt and navigate his way through it.'Cochrane says: 'As far as one can tell he has triumphed over the internal politics and pushed through some big changes.'But she adds: 'I don't think they have particularly innovated, they have merely caught up with what we were doing.'Duncan's main concentration is currently on the Freeview project, which has led him to work closely with other areas of the BBC.Acting BBC director of strategy and distribution Peter Davies says: 'It has been a really good joint effort across the BBC. It has really brought us a lot closer than ever before. I think (Duncan) is loving it. There is a real buzz about the place.'Emma Scott, who is overseeing the Freeview project in the director general's office, adds: 'He has been great fun to work with. He is a laid back guy which is great. He is very easy to get on with. He has skills from the commercial sector that have definitely helped.'With countless launches of new digital channels, rebrands for the existing ones and a whole new television platform to oversee, it has been a busy year for Duncan. And it doesn't end there. All eyes will be on Freeview over the coming months to see how it fares. As Cochrane emphasises: 'The test of Andy Duncan will be the marketing of Freeview. It's a real challenge and an area where many have messed up in the past.'Whatever the outcome, it will be down to Duncan to explain it.