Price Conscious: TW Cable Touts 'Free'

Amid the economic downturn, Time Warner Cable (TWC) has stepped up promotion of its high-definition television service by highlighting its price -- or lack thereof. While Comcast was pushing its "1,000 choices" campaign and DirecTV and Dish were publicizing their race toward 100 HD linear...

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Bibliographic Details
Published in:TelevisionWeek 2008-11, Vol.27 (29), p.14
Main Author: King, Danny
Format: Article
Language:English
Subjects:
Cable television industry
Customer services
HDTV
High definition television
Marketing
Service introduction
Online Access:Get full text
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Summary:Amid the economic downturn, Time Warner Cable (TWC) has stepped up promotion of its high-definition television service by highlighting its price -- or lack thereof. While Comcast was pushing its "1,000 choices" campaign and DirecTV and Dish were publicizing their race toward 100 HD linear channels, some analysts covering Time Warner Cable said midyear that it was missing a marketing opportunity by not promoting its HD inventory as aggressively as its competitors did. Since then, though, TWC, whose 13.3 million third-quarter cable subscribers trail only Comcast's 24.4 million among US cable companies, appears to have stepped up the effort.
ISSN:1544-0516