CTAM Confab Takes Aim at Broadband

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Cable & Telecommunications Association for Marketing officials expect attendance at this week’s CTAM Digital & Broadband conference to exceed last year’s confab, which drew 1,168 cable executives.

As of last week, more than 1,100 people had registered for the conference, which runs from March 9 to 11 at the Century Plaza Hotel in Los Angeles. New Orleans was the site of last year’s confab.

One of the biggest differences at this year’s conference is the name. For several years, the cable trade group called the annual event the CTAM Pay-Per-View conference, before morphing it to CTAM Digital two years ago. This year, CTAM has added Broadband to the title.

“It became increasingly difficult to separate the two topics, and we thought this was a great place to talk about the bigger picture, but also program specific breakout sessions” for marketing high-speed data and cable phone services, said CTAM vice president of marketing Tania Jones.

Compared to the group’s annual CTAM Summit, which attracts corporate executives from cable MSOs and programming networks, the CTAM Digital & Broadband conference attracts more regional and field-level marketing and business development executives, Jones said.

New to this year’s conference are a set of one-hour “mini-tutorials” offered to attendees. Wednesday’s concurrent tutorials include sessions on marketing cable telephony, digital retention, digital rights management, digital video recorder marketing, home networking, ITV marketing and multicultural marketing.

On Thursday, CTAM will run tutorials focusing on broadband success stories, on-demand programming, Internet protocol bandwidth management and other topics.

CTAM will kick off the conference on Tuesday with a session on voice-over-Internet protocol telephony, which CTAM is encouraging its members to call “cable phone,” and a session focused on user interfaces for on-demand programming.

Yahoo! Inc. chief operating officer Daniel Rosensweig will be featured at Thursday’s general session, the first time that an executive from an Internet company will speak at the conference.

CTAM hasn’t settled on the venue or timing for next year’s digital conference, Jones said.

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