Time Warner Launches ‘Start Over’

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Time Warner Cable officially launched its “Start Over” network-digital-video-recorder service in Columbia, S.C., allowing subscribers to jump to the beginning of any show they turn to, in progress, from 60 networks.

The initial launch -- to 10,000 subscribers in Irmo, S.C. -- is being offered free-of-charge to consumers. The launch will expand to 137,000 digital subscribers across South Carolina in the coming months, the MSO said.

Each program in Start Over carries an on-screen prompt. Viewers can hit “Select” on their remote control and immediately start the program from the beginning. The same commercials run uninterrupted. The Start Over programs are only available during their telecast window.

The network list includes NBC affiliate WIS-TV, The WB Television Network affiliate WBHQ, Oxygen, USA Network, CNBC, Bravo, Sci Fi Channel, MSNBC, CNBC World, Trio, MTV: Music Television, Nickelodeon, Comedy Central, Spike TV, Fox News Channel, Fox Sports World, FSN South, Fox College Sports Atlantic, Fox College Sports Central, Fox College Sports Pacific, Fox Sports World Español, Speed Channel, Fuel, FX, National Geographic Channel, Fox Movie Channel, Cable News Network, TBS, Turner Network Television, Turner South, Turner Classic Movies, Cartoon Network, Boomerang, Animal Planet, Travel Channel, Lifetime Real Women, Food Network, Home & Garden Television, Fine Living, Do It Yourself, OLN, The Golf Channel, G4, Home Box Office, HBO2, HBO Signature, HBO Family, HBO Comedy, HBO Zone, HBO Latino, Max, More Max, Action Max, Thriller Max, W Max, @ Max, 5 Star Max and Outer Max.

Time Warner also said it had agreements with Warner Bros. Entertainment, Universal Studios and New Line Cinema.

The operator’s press release included this quote from Russell Booth, interactive-media director for media buying agency MediaCom: “The digital-TV advance is all about viewers wanting to watch what they want, when they want. With Start Over, viewers will never miss the beginning of desired programming ever again, and they will be less inclined to switch channels to another program. Start Over should attract a larger cumulative audience for the shows we sponsor.”

Time Warner said it is looking at several additional markets in 2006.

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