Marketing

Kerekes: Sky’s the Limit for Xfinity

5/16/2011 12:01 AM Eastern

New York — Diana Kerekes, vice
president and general manager of
Xfinity On Demand, offered tips to
On Demand Summit 3.0 attendees
on what’s helped Comcast to
grow its stable of on-demand content
into a viable revenue stream
for the cable giant.

Kerekes told the crowd at Sentry
Center during her marketing keynote
that the Xfinity On Demand
service is used 350 million times a
month, involving 175 million hours
of on-demand programming. She
borrowed a phrase from her son
to describe that degree of customer
buy-in: “It’s big-huge,” she said.

Kerekes mentioned an
on-screen banner that
touts on-demand offerings
as viewers scroll through
the dial (“Some people
call it annoying. We call
it effective,” she quipped),
and broke down aspects
of Xfinity’s 20-minute
promotional reel, which
showcases talent from E!
and exclusive interviews
with performers starring
in the featured programming.

“We’ve programmed it
for everyone in the house,
from Dora [the Explorer]
on up,” she said. “There’s
something for everyone here. It’s a phenomenal marketing
tool.”

Besides the so-called “barker” reel, Kerekes said Xfinity
markets its on-demand offerings via e-mail, direct
mail and by stuffing promotional inserts into customers’
cable bills.

The Comcast executive stressed that Xfinity is a partner
with content providers, including the Big Four broadcast
networks and numerous cable entities, and said the
service can help rookie shows launch to a larger audience
when they premier on demand. Such debuts enjoyed
around 25% higher ratings for their linear TV bows
in Comcast markets, she noted, compared to non-Comcast
markets.

“It’s a great platform to drive more awareness,” she
said.

Kerekes added that on demand, launched by Comcast
in 2003, represents “a big business” for the company —
and one that may just be big-huge as dynamic ad insertion
is expanded beyond a few test markets in the near
term. “We’re on the cusp of rolling it out,” she said.

October