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Article: The Name Game.(digital cable systems' marketing)
- Article from:
- Multichannel News
- Article date:
- July 19, 1999
- Author:
CopyrightCOPYRIGHT 1999 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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MSOs must brand digital cable aggressively and consistently to compete on a national level.
SAY THE WORDS "DIGITAL cable" to a group of consumers, and you'll likely conjure up several different Images, depending on who you're talking to.
The term might mean better picture quality to subscribers in some digital-cable markets. But for those in areas where operators compress as many digital channels as possible into existing bandwidth, quality might not come to mind at all.
Sometimes "digital cable" means more movies, additional basic channels or both. Or, it might not mean much of anything to cable customers who live in neighborhoods where ...