Cablevision Plies 'Triple-Play’ Offer

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Cablevision Systems Corp. is slashing the price on its triple-play offering of video, high-speed data and telephone service for new customers, saying it will charge $29.95 monthly for each of the new products.

Before taxes and other fees, the “Optimum Triple-Play” offer would cost customers $89.85 monthly. After one year, the prices for the digital video, cable-modem and telephone services will return to higher price points.

Cablevision senior vice president of product management and marketing Patricia Gottesman wasn’t available to discuss the temporary price cut for new customers. But in a prepared statement, she said: “This new offer is intended to make the strongest possible case to prospective customers who have not yet experienced the quality and reliability of our digital video, voice and data services.”

The MSO this week is scheduled to run a series of ads touting the bundle on both its own air and on broadcast spot. Additionally, Cablevision will trumpet the package via radio and through print insertions in newspapers serving the New York DMA.

Separately, Cablevision added a channel to its digital-cable platform last week that allows customers to order Optimum Online with a click of their remote controls.

The MSO plans to direct subscribers to channel 901 on its iO: Interactive Optimum service through cross-channel spots and other marketing efforts.

The on-screen purchase feature guides customers through a sales pitch for Optimum Online, frequently asked questions and system requirements.

Customers who take the offer don’t have to enter any billing information, since Cablevision already has that on file.

The customer has the option of confirming the subscription at the promotional self-install rate of $29.95 per month for the first six months. Cablevision said it would then process the order and ship the customer a self-installation modem kit free of charge.

In a statement, Gottesman said, “We believe that giving our digital-cable customers the ability to order our broadband service through the television breaks new ground for the industry and has the potential of becoming a terrific new sales channel for Optimum Online.”

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