Microsoft tries to rebuild tarnished image

Microsoft has kicked off a wide ranging public relations campaign to try and rebuild its image, which has suffered during the antitrust trial.

Bill Gates, the software giant's chairman, has taken to the airwaves in a series of 30 second TV advertisements to talk up the innovations it has introduced over the years. It is also running full page newspaper ads.

But he makes no mention of US District Judge Thomas Penfield Jackson's ruling that Microsoft had engaged in anti-competitive practices.

Gates, wearing a blue V-neck sweater, recalls that he helped found Microsoft 25 years ago to "harness the power of the PC to improve people's lives".

Filmed on the Microsoft campus, he talks directly to the camera, while accompanied by acoustic guitar music in the background. He tells viewers that "our goal at Microsoft is to create the next generation of software, to keep innovating and improving what we can do for you. The best is yet to come."

Bob Herbold, Microsoft's chief operating officer, said the supplier thought it was a good time for the American public to hear directly from Bill Gates about Microsoft's vision for the future of its technology.

"People have heard enough about the antitrust case. We wanted to emphasise to our customers that Microsoft is clearly focused on innovation and building great products," he claimed.

The ad began airing during network news programmes yesterday and will also be featured during weekend sporting events. The company said airtime for other campaigns such as "The Business Internet" would be reduced while the Gates ads run.

A Microsoft spokesperson said the plan was to run the ads in the US only. "We are sensitive to the different cultures worldwide and have a bit more control over what we say and do here in the US," he admitted."It was important for consumers to hear what is important to us. The PC industry has been a focal point of innovation for a long time and we want people to understand that and our commitment to further create software," he added.