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Tri-Vision International, which owns exclusive rights to the controversial V-chip technology, tapped Nashville, Tenn., startup shop McGee Best Frank & Ingram to brand the system in the U.S.
The ad budget is about $4 million, per Todd Grunberg, vice president of marketing and business development at Tri-Vision in Toronto. He said spending could run as high as $10-15 million depending upon sales once the device–which allows parents to screen the content of TV programs–becomes available in May.
McGee Best Frank & Ingram (MBF&I) was chosen over two undisclosed New York agencies.
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