Cox's MyPrimetime Boosts Viewing: Turner

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Turner Broadcasting System, in a test with Cox Communications' MyPrimetime, found the operator's video-on-demand service increased views of eight top shows from TNT, TBS and Cartoon Network by almost 10% within three days of air.

Turner and Cox began testing customer response to the VOD service in December 2008. Through the trial, Turner confirmed that time-shifted VOD viewing of its shows — which included the full broadcast ad load, with fast-forward functionality disabled — could be counted toward Nielsen Media Research C3 ratings.

Cox plans to increase the number of shows in the MyPrimetime lineup to 100 by the beginning of October, up from 50 to 60 today. The service is available in 11 markets, and the operator expects to expand it to all digital cable subscribers later this year.

In the test with Turner, the time-shifted programming was available free to select Cox digital-cable customers the day after the shows' first linear run. Included: TNT's The Closer, TBS's Tyler Perry's Meet the Browns and Cartoon Network's Star Wars: The Clone Wars.