Fallon wins £5m ad account for Arqiva online TV service SeeSaw

Arqiva has appointed Fallon, the advertising agency behind commercials such as the Cadbury "Gorilla" and Sony "Balls", to the £5m-plus annual account to make its online TV service SeeSaw a household name.

The transmission company has asked Fallon to create the launch campaign aimed at making SeeSaw - the service built from the assets acquired following the closure of ITV, Channel 4 and BBC Worldwide's defunct service Kangaroo - as well-known as the BBC iPlayer.

Arqiva plans to launch SeeSaw "in the coming months" but has not revealed a date, although registration for a beta test of the service is expected to begin soon.

"Pioneering technology aligned with great content will underpin the SeeSaw proposition, offering an exciting new way for consumers to enjoy their favourite programming," said Maya Bhose, the head of brand marketing at SeeSaw. "The marketing campaign will form a key element in driving awareness of the service and engaging customers with SeeSaw."

Fallon will create a multimedia campaign for SeeSaw to drive awareness of the service among consumers. SeeSaw appointed Fallon following a review of several agencies.

Bhose said that she hoped Fallon would bring the "creative inspiration" to the SeeSaw brand that has helped clients such as Cadbury and Sony.

SeeSaw is aiming to offer the "best of British content supported by high quality international and US programming".

The company has not announced any programming deals but it has been reported that agreements have been reached with Channel 4 and BBC Worldwide.

 To contact the MediaGuardian news desk email editor@mediatheguardian.com or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000.