CN8: Yes to Political Depth


When it came to providing in-depth and exclusive coverage of the 2004 political season and making it available to digital-cable customers, CN8, The Comcast Network registered in the affirmative.

The overall initiative, which was led by CN8 vice president and general manager Jon Gorchow, involved the production of exclusive programming throughout Campaign 2004 from the New Hampshire primary to the conventions, debates, election night and the Presidential Inauguration.

Regional network CN8 covered those stories, as well as races and developments of local and regional interest within Comcast Corp.'s Eastern region. Unlike major networks that went dark for long stretches, CN8 was on the scene throughout. Comcast then made much of its coverage and made it available on the MSO's expansive on-demand platform.

This exclusive on-demand content was complemented by a partnership with C-SPAN that provided unlimited access to more than 50 major speeches at the Democratic and Republican National Conventions, in addition to complete coverage of the presidential and vice presidential debates.

The overall result of this endeavor was that Comcast and CN8 afforded subscribers comprehensive news coverage throughout last year's political process, with information readily available to them when they wanted to access it.

Exclusive interviews were snagged with the likes of Sen. Tom Daschle (D-S.D.) and Secretary of National Homeland Security Tom Ridge, Teresa Heinz Kerry and actors Ben Affleck, William Baldwin, Ellen Burstyn, among others.

The interviews offered perspective and acumen on the key policies and platforms for each candidate and their party. The conversations also delved into how these issues impacted Comcast subscribers on a local, regional and national level.

More pointedly, Comcast's Eastern division received 20,000 on-demand orders of CN8-produced political events and speeches, and 130,000 on-demand takes of the robust C-SPAN offerings. All told, Comcast executives reported that the Eastern division garnered more than 100 million media impressions about CN8 and the on-demand programming.

For these reasons, CN8 also earned first-place honors for its “Comcast Votes Yes To Campaign 2004” entry in the HD/event/other category in the Cable & Telecommunications Association for Marketing's 2005 On Demand Case Study Competition.