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Comcast Touts HD Offerings via New Web Site

Sep 13, 2007  •  Post A Comment

Comcast Monday launched HiDefHigh.com, a new Web site aimed at educating consumers about the company’s high-definition offerings.
The new site, which has been in development for a couple of months, uses a Flash graphic of a talking parrot, in addition to visuals of other animals, to narrate and guide visitors through the site options and features, including TV schedule listings, pricing and installation information.
Comcast, which is in competition with other cable system operators as well as satellite providers DirecTV and EchoStar, said the site will offer information to users about why Comcast HD offers a better high-def experience than any other provider.
The Web site campaign to promoting what Comcast regards as its superior HD picture is the latest promotion the No. 1 U.S. cable company has unleashed to win over customers. In May 2007, Comcast launched an ad campaign claiming a study revealed it had a better high-def picture than DirecTV. Later that month, DirecTV retaliated by filing a lawsuit against Comcast, saying the claims were false and deceptive. Comcast then came back with a counter-suit. The next stage of the trial, which was set to be this fall, is in the process of being rescheduled, according to a Comcast spokeswoman.
The HiDefHigh campaign doesn’t make a direct comparison to any specific provider.
Commercials promoting and directing people to the new site begin airing Monday. If users can’t wait until then, the commercials are available on the site now. Comcast previously did a similar campaign to promote its high-speed Internet, featuring a turtle couple called the Slowskys.
“It’s another way to creatively, humorously and engagingly differentiate our HD from our competitors,” Comcast spokesman Chris Ellis said.
Mr. Ellis said the HiDefHigh marketing campaign allows for more interaction with consumers.
The company currently has 4.7 million HD customers, roughly 19.5 percent of its total subscribers. Last quarter it added 441,000 digital service subscribers, which includes both HD packages and DVRs.
Although the site just launched Monday, the HiDefHigh homepage had been up since late July, creating Internet buzz and speculation on HD forums and Web sites about what it could be. Mr. Ellis said he received calls inquiring about the site, but Comcast has waited until now to unveil the new content.
The name, HiDefHigh, is a reference to the euphoria one gets from switching from standard definition to high definition, Mr. Ellis said.

25 Comments

  1. The HiDefHigh site is horrible! Educating consumers? It doesn’t. It’s slow moving and looks like it was conceived and put together by a bunch of grade schoolers. Very effective in showing Comcast’s LACK of HD channels more than anything. Comcast is the “common street hustler” here – the site is a joke!

  2. Comcast is a horrible company. I love my 400 new HD channels that I received like they said they would get to us by the end of 2007…. Oh wait I only got 3 new channels if you count Home and Garden as a channel. Now I’m just waiting for at&t to put u-verse in my area and then I will leave this poor excuse of a cable company and subscribe to at&t. Oh and if you haven’t looked u-verse has 43 total HD channels and they also have an On Demand service. I don’t know about everyone else but I can’t wait to be a u-verse customer.

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