I can't see it pushing up viewing figures though, I can see it wasting money.
Sky have hugely more capability to advertise their services than the BBC do, indeed an article in the Sky customer magazine would be an article in the most widely read magazine in the UK.
But the BBC are still getting the advertising wrong!
It's a 24 hour news channel for god's sake, why can't they just say that?!
It seems they're so obsessed with thinking up clever taglines that they've looked past the issue of what they want to tell people.
The point remains, the majority of the British public do not understand the concept behind BBC News 24.
Just as in the US a lot of people do not understand the idea behing MSNBC.
'NBC' - recognised as the main US broadcaster, gets the highest viewing figures for any news programme in the US.
But its 24 hour news channel is a complete disaster - with the lowest ratings and it's still misunderstood by the public.
'News so interesting it needs a whole channel' - what channel is this then? Doesn't sound like News 24 to me.
Sky advertised on ITV and Channel 4 in 1993, when multichannel arrived, the trailer actually told people what Sky News was and what it did.
With taglines such as '... a news channel that's there for you, whenever you want it' and 'News on the hour... every hour' and 'If you haven't considered a news service that's there for you, 24 hours a day... turn to the new look Sky News'.
Worked much better.