Turner Broadcasting System is sending out marketing reps with iPads, backpacks with screens and information cards to proselytize the digital wonders of "TV Everywhere" at local events in partnership with participating affiliates.
Turner will send one to three TV Everywhere "brand ambassadors" to various market events to walk consumers through the authentication process and explain what TVE offerings are available to them. The programmer provides online video content from networks including TBS, TNT, CNN, HLN, Cartoon Network and TruTV.
Turner already has worked with some operators at events this summer. As part of Cartoon Network's Move It Movement tour, for example, reps promoted the online offerings to Comcast subscribers in Cape May, N.J., and Detroit and to Cablevision Systems customers in Bridgewater, N.J.
"This activation will be used moving forward for marketing promotions we do with our affiliates, not just during the summer," Turner spokeswoman Rachelle Savoia said.
Folks definitely need the education: Only 20% of pay-TV subscribers said they were aware of TV Everywhere services from their providers in the first quarter of 2012, according to a survey conducted by Parks Associates.
Don't look for Turner's TVE ambassadors in Time Warner Cable territories, though: The MSO doesn't have an authentication deal with Turner. The programmer has cut deals with operators including Comcast, DirecTV, Dish Network, Cox Communications, Cablevision Systems, Suddenlink Communications, Verizon FiOS and AT&T U-verse.