RCN: Convenience Sells VOD to Subs

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Now that it's joined Time Warner Cable and Cablevision Systems Corp. in proffering video-on-demand in New York City, overbuilder RCN Corp. said it would focus its pitch on convenience and control.

"Convenience and control of a wide variety of programming is the main message," said RCN vice president of product management and development Rick Rioboli. "It's all about people ordering videos when they want, in the way they want them."

The MSO's Impulse service offers more than 595 hours of content per month, most from TVN Entertainment Corp. New titles sell for $3.99; other films for $1 less.

Select ESPN shows, children's programs and adult entertainment are also available.

RCN's New York subscribers received letters about Impulse prior to its deployment which took them through the ordering process, complete with screen shots.

"We went to such detail to take care of people who might be afraid of working with VOD or any new technology," said RCN product manager Sharon Baronek.

Three cross-channel messages, produced in-house, touched on elements of Impulse. One covers the variety of titles available. Another looks at on-screen ordering, while the third focuses on the major movies for a particular month.

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