Competition In a Brave, New World

By Jim Maiella -- Multichannel News, 9/6/2010 12:01:00 AM

Competition is a daily challenge and opportunity for those of us who work in cable. Operators attracting and retaining customers across multiple services in a dynamic marketplace, programmers aggregating hearts and minds (and eyes) as audiences fragment and new content platforms emerge — all against the brave new world of social media and Web-enabled technologies and tools. It’s a turbulent, unpredictable and extremely energizing time in our industry.

That’s why the Association of Cable Communicators chose a simple and straightforward theme for this year’s Forum conference — Competition Everywhere. Our largest annual event, Forum gives ACC’s 500 members — professionals on the front lines of telling cable’s story — a chance to come together, share ideas, recognize excellence and learn from leaders and experts in our field, and from each other.

Dictionary definitions of competition revolve around two or more parties fighting to achieve a goal that cannot be shared. A contest, including a battle for customers, in which one side wins and another loses. Cable has already experienced several manifestations of this across its history.

Competition from satellite-TV providers in the 1990s ultimately led to the development and deployment of a fully-interactive digital-cable service that trumps anything served up on a dish. Cable providers changed the world by creating modern broadband, and then went on to deliver better phone service than the telcos were able to manage after 100 years of trying — and the first real competitive alternative for consumers since the days of Alexander Graham Bell. Remember the CableACE Awards? Now there are Emmys, more and more all the time, as cable programming increasingly defines the television experience in the U.S. and around the world. The evolution of our industry and what it has accomplished is remarkable.

But the daily battles continue, and competitive markets require cable communicators to be smarter and more strategic than their counterparts, to move faster, seize opportunities, maintain a relentless focus on those making the buying or viewing decisions and work back from there to achieve a successful result. Competition does not have to be some bad thing that is happening to your business. It’s clear motivation to be your best, to refine products, content and value propositions to their highest possible levels.

From the standpoint of communications, the dynamic can be simplified all the way down to, “we’re better, here’s why,” and the critical second piece, “they’re not, here’s why.” Both statements must be backed by knowledge and information that is compelling, accessible and credible, not spin or hyperbole. Consumers are sophisticated and increasingly engaged and motivated to share experiences and perspectives with others, as is the media, and the scrutiny of statements or claims is never greater than in a highly-charged competitive environment, with a variety of players pursuing success that depends upon your failure.

When we come together next week in New York as part of Cable Diversity Week, we will talk competition and communications tactics with key infl uencers and industry leaders including Sanford C. Bernstein senior analyst Craig Moffett — interviewed by Liz Claman of Fox Business News, National Cable & Telecommunications Association CEO Kyle McSlarrow — interviewed by Multichannel News editor in chief Mark Robichaux, and Peter Giles, president of Giles Communications.

We will also offer up a slate of panel discussions featuring leading cable communicators sharing actionable information and insight. Finally, we will present the Beacon Awards, honoring excellence in communications and public affairs. Nominees for the Golden Beacon, ACC’s highest honor, are C-SPAN’s Video Library, MTV’s “A Thin Line” and Time Warner Cable’s “Connect a Million Minds” — signature programs that, respectively, provide the public with access to a comprehensive video archive of public aff airs events since 1987, help children confront the dangers of digital abuse and ensure that the next generation of Americans have the science, technology, engineering and math skills needed to secure our future.

Following a successful Cable Communications Institute in New York last spring, conducted in partnership with Syracuse University’s S.I. Newhouse School of Public Communication, ACC is looking forward to next week’s Forum and an opportunity to come together and continue our efforts to raise the level of communications work being conducted across all of cable. This core mission is increasingly critical for our industry, given the active state of competition that defines it.

---

Jim Maiella is president of the ACC and vice president of media relations, Cable & Communications, for Cablevision Systems.