Media Promotion & Marketing for Broadcasting, Cable & the Internet, 5th Edition

CHAPTER 7

Cable Marketing and Promotion

Robert A. Klein

This chapter focuses on the cable television industry, although many of the strategies and tactics are equally applicable to direct-to-home satellite (DBS). Indeed, they are applicable to all systems delivering multichannel television. Still, the word cable communicates quite well the idea of multichannel service, at least in the minds of viewers, advertisers, regulators, and investors.

THE OLD AND THE NEW

As of the turn of the century, the cable industry was solidly established with more than 90% of all U.S. television households subscribing to nearly 10,000 systems. Most systems had completed (or were in the process of installing) advanced digital converter boxes, generally with digital ...