What's Worked Well On Demand

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Over the past two years, on-demand programming services have increasingly become a weapon of choice wielded by cable companies in their battle against satellite-TV providers to obtain or retain subscribers.

That dynamic, coupled with the melding of Cable & Telecommunications Association for Marketing's Digital Conference within the group's Summit, prompted the organization to put a call for entries for its 2005 On Demand Case Study Competition, which is sponsored by Multichannel News.

Open to operators, networks and vendors, the competition attracted 21 entries this past spring, with submissions for overall awareness, subscription VOD, free VOD, movies and the HD/events/other category.

CTAM vice president of marketing Tania Jones said that while the Summit Planning Committee will ultimately decide come fall, there's a strong likelihood the marketing group will revisit the competition again in 2006.

This year, CTAM will present awards for 11 submissions at its Summit in Philadelphia on July 25 from 2:30 to 3:45 p.m. During that period, the five category winners will expound upon their campaigns, offering insights into their challenges, their thought processes and the tactics they used to achieve their goals. You can read more about the 2005 honorees in the following pages.

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