Bravo and sister network The Independent Film Channel will launch a major
national on-air campaign featuring indie actors Jon Favreau, Eddie Izzard and
Adam Goldberg to educate consumers and help MSOs sell their cable-modem
Bravo and IFC will commit to running the three national spots over next 12
months, Bravo Networks executive vice president of affiliate sales and marketing
Gregg Hill said.
On a local level, IFC is forming strategic marketing partnerships with
various systems to launch a direct consumer call-to-action campaign geared
specifically toward expanding distribution of cable modems, according to
The celebrity call-to-action spots will showcase the network's Web site, IFCTV.com,
and its content that is best accessed via cable modems and designed for viewing
by high-speed connections.
The spots -- which can be 'tagged' by the local system and run in
cross-channel avails -- will help to raise awareness of the opportunity for
Bravo and IFC viewers to 'upsell' to cable modems in order to connect via
broadband, which maximizes the users' experience online.
To drive cable-modem sales, IFCTV.com and bravotv.com have integrated
Go2Broadband, the cable-modem service-locator initiative managed by Cable
Television Laboratories Inc. and supported by member MSOs.
By clicking on the 'Get Broadband' button or link found on the aforementioned
Web sites, users can receive information on the benefits of broadband and search
a national database to find out if they can obtain the services from their local
If broadband is available, users can review the broadband-service offers and
immediately place requests for service.