In Depth
CTAM: HD Panel Tackles Recession Marketing
With economic bad news dominating headlines, high-definition television executives are betting TV’s comfort factor will keep increasing demand for HD programming, according to a panel of industry powerhouses.
The Cable and Telecommunications Association for Marketing kicked off its 2008 convention in Boston with a TelevisionWeek panel on whether the financial crisis will slow down the HD market. Moderator Chuck Ross, TVWeek publisher and editorial director, surveyed the panel which said the industry tends to ride through hard times as a comfortable, inexpensive form of entertainment.
The panel emphasized that HD is key to promoting the growth of TV programming as competition increases from Web video offerings. It will be years before true HD programming is available though Web pipelines, leaving TV in position to exploit its superior user experience.
“The lean-back experience of TV is enhanced by HD and the size of the screen,” said Rebecca Glashow, VP Digital Media Distribution for Discovery Communications. That advantage offers a big marketing opportunity for cable, she said.
Going forward into 2009, HD cable programmers need to roll out as many services as possible to blunt competition from satellite providers and telecommunications services like Verizon, said panelist Tom Southwick, Starz Entertainment SVP Public Relations.
Bill Osborn, SVP Marketing, HD.net, said HD TV providers need to use free on-demand and heavy marketing of high definition programming when programmers role out new fare. That sentiment was expanded on by MLB Network SVP of Affiliate Sales and Marketing Art Marquez, who said leveraging marketing for new programming during big TV events is key.
Ms. Glashow noted that the success of the HD format depends on creation of new programming that viewers feel they need to see in high definition.
(Editor: Gilbert)
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