Participating systems in the campaign, which targets
non-pay-per-view users, represent almost 7 million addressable households, 44 percent more
than in 1997. In all, Viewer's Choice will distribute more than 2.5 million
direct-mail pieces to those households during the 1998 campaign.
"The overwhelming industry interest in this campaign
strongly indicates that systems agree the Nevers program is a particularly effective way
to grow their user base, buy rates and revenue," says Gregg Rothberg, senior
director, affiliate marketing, Viewer's Choice, in a prepared statement. "There
could be no better endorsement for such a campaign than the increased participation levels
we are seeing this year."
The campaign is centered around a direct-mail piece
featuring two movie offers: a first movie for 99 cents and a second movie for only $1.99.
In addition to the direct-mail pieces, all 140 program participants will also receive
support materials needed to maximize the impact of their campaigns, including ad slicks,
telemarketing scripts, on-hold and automatic number identification (ANI) copy and bill
A CSR Mystery Caller Contest will also be included in the
campaign, Viewer's Choice said.