Big Bang Idea Engineering has launched the first round of a $20 million TV branding effort for Intervu

Big Bang Idea Engineering has launched the first round of a $20 million TV branding effort for Intervu, a provider of streaming media.
The spots that first aired last month on CNN and its affiliates are intended to portray San Diego-based Intervu as the premier provider of streaming media for Web sites.
The TV effort follows last fall’s print campaign. The TV campaign and budget will be spread out over a three-year period.
Mark Drozda, managing director of Big Bang’s Del Mar, Calif., office, said the major challenge was finding a way to make Intervu into a household name.
“To take something that is complicated and break it down into something that people can understand was the most difficult part of the assignment,” Drozda said.
Drozda and Intervu’s vice president of marketing, Dan Rogers, said the 6-year-old company expects to highlight some of its Net broadcasts for Microsoft and the House of Blues.
Intervu takes audio and video content and interactive Web broadcasts from content owners, including educational institutions, software and entertainment companies, and streams them to the client’s Web site.
“Intervu is an unknown brand around the world, even though we’ve been around for years,” Rogers said.
“I would be happy for a decision maker to [see the commercials] and know that Intervu does streaming media and Web broadcasting,” Rogers added.