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Article: Cable MSOs work to prevent a DBS Christmas. (multiple-systems operators; direct broadcast satellite TV)
- Article from:
- Multichannel News
- Article date:
- November 28, 1994
- Author:
CopyrightCOPYRIGHT 1994 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The cable industry, in the wake of direct-broadcast satellite's incursion into previously secure territory, is emphasizing two key marketing strategies to tout cable's advantages: Deliver Better Service and Don't Be Shy.
Virtually all MSOs are instituting company-wide procedures designed to educate their employees about the dangers of DBS and to strengthen cable's position in local communities.
Why the urgency?
"We don't want DBS to be the Christmas gift of choice in 1994," said Daniel Basnight, vice president of marketing for TeleCable Corp., echoing the views of his industry colleagues.
Cable systems, operators said, must learn to emphasize in ...