Cable operators looking to promote their new technologies
will find a helping hand and some free airtime next month from TV Guide Sneak Prevue, the
revamped promotional channel from TV Guide Entertainment Group.
At the CTAM Summit in San Francisco this week, TV Guide
Sneak Prevue plans to unveil three promotional spots that operators can customize with
their brands, phone numbers and specific calls to action.
TV Guide will dedicate three minutes per hour to "Tech
Toys," which is geared toward selling new services such as digital cable and
high-speed Internet access.
The spots came with the input of top MSOs like AT&T
Broadband & Internet Services and Time Warner Cable, as well as consumer-focus groups,
according to TV Guide Sneak Prevue senior vice president and general manager Lucy Hood.
Vice president and creative director Ron Pomerantz called
the product programming "partnered promo-tainment." The 90-second segments are
each hosted by a man and a woman using the new video and computer products.
"It's all about demystifying digital services for
people and giving them a message they can understand," Pomerantz said.
TV Guide will produce monthly updates for Tech Toys, Hood
said, adding that she expects to have one-dozen different spots to offer operators very
soon. With the different spots, she said, operators can choose the appropriate ones to
promote the services available on a system-by-system basis.
The first three spots focus on digital cable, Excite@Home
and Road Runner. Additional spots will focus on digital telephone services, interactive
programming guides and other new cable technologies.
The spots will be made available free-of-charge on an
optional pod to any operators carrying Sneak Prevue. The programming will run for three
minutes each hour. There are no plans to make the spots available for cross-channel use.