See Change Come at the Western Show

By C.J. HIRSCHFIELD -- Multichannel News, 3/26/2001

It's been 10 years since the California Cable Television Association changed the name of its annual Western Cable Show, dropping 'Cable' from the convention's title. The general belief was that 'The Western Show' would better represent an industry that had evolved past narrow confines.

Just last month, the National Cable Television Association changed its name to the National Cable & Telecommunications Association for much the same reason.

In this industry, it seems change is the only constant, and, like a mood ring for the industry, the Western Show has continued for 33 years to reflect, display and speak to industry changes at the end of each year. Whether it was John Malone's famous prediction of 500 cable channels, the birth of the CableNET technology incubator and exhibit, initial discussions leading to @Home or shifting exhibitor demographics, the show has always been a barometer of a changing communications marketplace. Most importantly, the event has helped us to better understand that change.

Yet, there have been those recently who have expressed concern that large-scale shows may be in danger. Some have pointed to recent marketing decisions by a few mature programmers-who choose to participate in ways other than exhibiting-as an indication that maybe this industry doesn't have room for more than one annual show. The implication that an industry continuing to consolidate and grow toward broadband isn't vibrant enough to support more than one show doesn't stand up.

Those of us in the industry who help stage shows and events must accept the fact that, like our changing industry, a new marketplace for shows also exists. I strongly believe that there's not only room for the Western Show in this market, but an important need as well.

The numbers support the fact that a changing industry still seeks out ways to better understand itself. Last year's Western Show set records for overall attendance, international attendees and the number of media, regulators and state and national legislators in attendance. The show also posted a record net income for CCTA-directly supporting its advocacy efforts in California and Washington. There were 141 new exhibitors in last year's showroom. Already this year, 46 new exhibitors have signed up for the show, with 16 programmers expanding their booths.

But, five years after the landmark Telecommunications Act of 1996, with some companies flourishing and others moving cautiously through an uncertain economy, it is only logical that our industry members will need to make tough new business decisions to keep pace. And those decisions must include participation in the Western Show. In this new marketplace, it is also logical that industry shows must keep pace by demonstrating that we can pass the 'value test.'

This means we can't sit still and rest on past glories or rising attendance numbers. We must continue to adjust, shift and change to meet the changing needs of our industry (note the recent merging of the East Coast Cable and Eastern Shows). It means we will have to sell our clients a better understanding of that change. We can do this by (1) making shows more pertinent to a broader competitive communications marketplace and (2) enhancing participation by MSO leadership, diverse exhibitors, panelists and sponsors.

To keep the show on the cutting edge of change, we're moving aggressively at the Western Show with significant changes:

• New Interactive Exhibit: This year, the people that brought you CableNET will bring a whole new focus to the show floor. The CCTA and Cable Television Laboratories Inc. will unveil an additional exhibit that demonstrates the important impact that interactive cable technology brings to programming and other services over television and the Internet.

• Top Business Leaders: Last year we expanded general sessions to broaden business insight about our industry, adding scheduled one-on-one interviews, for example, with John Chambers of Cisco Systems Inc. and Larry Ellison of Oracle Corp. We will continue to focus plenary sessions on timely technology themes and schedule top business leaders to assure a program with broader business appeal.

• Creative Partnerships: The Western Show attracts a big and focused audience that encourages other industry events. With coordination and accommodation, the show can also benefit from new creative partnerships. Simultaneous scheduling of the excellent Cable & Telecommunications Association for Marketing conferences, the CableLabs board of directors meetings and the Cable Center and Museum's Hall of Fame induction ceremony are examples of events that can continue to make the show even more valuable and fun to attend.

To keep the right number of important people coming to the show we are moving on several fronts:

• Proactive Marketing: If you attended last year's show, you've probably already received an electronic-mail update about this year's show. There will be more. And there will be more ads this year, because in the current market we must sell the show, never assuming that past or potential attendees know the value that we see.

• Assuring MSO Participation: We're doing everything we can, starting with personally polling our top cable operators, to attract and keep MSOs at the show. We're coordinating more onsite opportunities for operator business meetings at the show, so there isn't a perceived dichotomy between 'working' and 'doing the show.'

• Creating New Sponsorship Opportunities: In response to feedback from both exhibiting and non-exhibiting companies, we are dramatically increasing opportunities for sponsorships at the show. While sponsorships will help the visibility of those who choose not to exhibit, floor exhibitors will still have first priority for each of these opportunities at dramatically lower rates.

• Relaxing Exhibit Space Rules: To accommodate the steady increase of new exhibitors and the needs of our traditional show participants, for the first time we are implementing a more flexible exhibit space policy to allow the expansions of booth sizes.

• Enhancing Our Web Site: We have made great strides in using our show Web site (www.calcable.org) to not only simplify registration, but to also make more and better information available to potential attendees. This year, our show site will be up earlier with enhanced features.

• Greater International Participation: International attendance doubled last year at the Western Show. Because the show continues to be an international draw, especially with attendees from the Pacific Rim, we're expanding our international program, and providing a larger, more useful and comfortable on-site lounge.

And then there is the 'new' Anaheim. It obviously doesn't hurt to have a convention venue that's been reborn into the 'Anaheim Resort.' Right across the street from the completely renovated Anaheim Convention Center is the new Disney's California Adventure.

It's worth noting that we have secured over 5,000 hotel rooms within walking distance of the convention center! That intimate 'campus feel' so many tell us they want in a show will be greatly enhanced this year.

We are committed to changing our show to keep up with changes in our industry. And in Anaheim this November, attendees will see change, changes in the industry, changes in new technology demonstrations, tremendous changes in Anaheim, and, yes, changes in our show. But to pass the 'value test' in our new marketplace, we must also ask ourselves whether the show we offer at that time is the place to be to learn about industry change. Did we congregate the best people and demonstrations at the most important, relevant, interesting and connected place in the world for those three days?

If the answer is yes, then we think we'll have a good product to sell again this year, and the marketplace will respond favorably.

C.J. Hirschfield is the vice president for industry affairs of the California Cable Television Association. Any comments or ideas for the show can be directed to her at cj@calcable.org.