Trying to determine how to sell a slew of new products while protecting the
basic-video customer base has left cable executives with their hands full.
But although some executives see cable's 2002 marketing environment as a
challenge, the Cable & Telecommunications Association for Marketing sees it
as an opportunity to create value for its members by educating them about best
practices and new technologies at its annual CTAM Summit in Boston (July 14
'The timing is so right in the industry,' CTAM president Char Beales said.
'There are so many pressing issues right now.'
CTAM Summit co-chair Katherine Lewis, senior vice president of strategic
market planning for Cablevision Systems Corp., said her company's biggest
challenge this year is finding the right way to market several new products --
such as video-on-demand, subscription VOD and Internet-protocol telephony -- at
the same time.
As a programmer, fellow CTAM Summit co-chair Eric Kessler, executive VP of
marketing for Home Box Office, has to contend with Cablevision's challenges.
'Our challenge is to keep operators focused on premium television because
they have so much to sell,' he said.
Recognizing the increasing pressures faced by cable's marketers, CTAM has
created sessions that focus both on customer retention within the core business
and on how to introduce subscribers to new technologies, including high-speed
Internet access, digital cable and high-definition television.