To better direct consumers to video-on-demand content, executives at Time
Warner Cable's Los Angeles division are redesigning the remote control to
feature a single, boldly colored button that will send consumers directly to
Los Angeles division president Roger Keating said his system is the only Time
Warner Cable unit launching the strategy.
Keating wants the Time Warner VOD brand, iControl, to be synonymous with
on-demand in consumers' minds.
The switchout will presumably also mitigate some service problems for the
division, which counts 365,000 total subscribers.
According to system spokesman Deane Leavenworth, a survey of customers and
employees indicated that 2.5% of the trouble calls handled by the division are
related to operating the remote.
No time frame for the swap has been established, executives