NCTA Campaign Highlights Cable’s Role as Innovator

Jan 30, 2006  •  Post A Comment

In an effort to beef up the cable TV industry’s image, the National Cable & Telecommunications Association unveiled a media campaign Monday to emphasize cable’s role as an innovative contributor to the nation’s economy.

“Cable is a great American success story that has only just begun,” said Kyle McSlarrow, NCTA president and CEO, during a press briefing. “I think we ought to be shouting from the rooftops how proud we are.”

The slogan for the new campaign is “Cable: A Great American Success Story.” Mr. McSlarrow said the campaign, which will include TV public service announcements, print ads and billboards, will receive particular emphasis in Washington. He said the campaign would last for at least a year and is intended to counter negative perceptions about cable. “Lots of people like to beat up on cable,” he said.

The first two PSAs for the campaign, previewed for reporters at NCTA headquarters, contend that the cable TV industry was created by a “rag-tag group of dreamers” who “made America a better place.” Along with the announcement of the campaign, NCTA unveiled its new logo-one that’s supposed to convey the image of cable as an industry on the go. The campaign, according to NCTA, was developed by California-based Strategic Perceptions.