Logo

Cox Communications Rolls Out My Primetime

Apr 5, 2009  •  Post A Comment

Cable operator Cox Communications has begun a yearlong campaign to roll out its primetime video-on-demand programming to the rest of its 18 markets. Also, the cabler now is offering shows on VOD from cable networks such as TNT and TBS and primetime programs in high-definition.
Known as My Primetime, the service lets Cox digital customers watch primetime shows from ABC, NBC, TNT, TBS, Cartoon Network and FX on-demand about 12 hours after they air on linear TV.
Cox introduced the service two years ago and has rolled it out in eight markets. Now the operator plans to blanket the additional 10 markets in its footprint with the service this year.
Cox would not disclose the number of views for the service, but My Primetime is one of the most-used VOD options and is a critical component in the cable operator’s overall marketing of VOD because of the popularity of network shows.
“The grand vision for this is to be the destination for day-after watching of programs,” said Denise Myers, director of on-demand marketing at Cox.
The most direct way to reach customers remains through cross-channel spots, she said. “We will collaborate with the networks and create co-branded spots so customers understand we are leveraging the brand they are getting on the linear network.”
For instance, in late January Cox ran cross-channel spots for the return of ABC’s “Lost,” promoting its availability the next day on VOD. The operator also can target by demographic, so if a show appeals to young men it will market the VOD offering on cable channels that reach young men.
The cross-channel spots for VOD promotion aren’t just unsold inventory, said Steve Necessary, VP of strategy and product development at Cox. They’re often strategically placed spots and they drive VOD views, he said. Cross-channel spots and e-mail blasts promoting VOD titles usually lead to a bump in views, he said.
Time Warner said it relies primarily on cross-channel ads as well as out-of-home marketing to promote its VOD service. The operator also set up the Web site www.twondemand.com to enable consumers to see what’s popular in their ZIP code as well as everything that’s offered on VOD.
Over at Cablevision, marketing tactics for its branded VOD channels include interactive banner ads on the program guide, 30-second cross-channel spots that jump to the VOD site, addressable ads and crawls on the Weather Channel.
In general, cable operators are focusing their marketing on the triple play of voice, video and data, with VOD an important element, said Paul Rule, president of VOD research firm Marquest Media & Research.
“Folks in the advanced-services households [we] survey are likely to be the seekers of new technology at good prices. The package deals I see being advertised usually stress digital cable,” he said.
Those efforts appear to be paying off. Consumers rate cable operators as the most likely to offer the best technology, services and prices for the triple play. While their lead on telcos dropped off in 2006 and 2007, they reversed the decline in 2008, Mr. Rule said. “I suspect that constant cable operator promotion and sales efforts for triple play, combined with a somewhat slow takeoff for telco IPTV, may be swinging the dynamic back in cable’s favor.”
Growth in on-demand household penetration also is coming from cable operator efforts to convert analog subscribers to digital services. “Our 2007 survey found digital cable in 45% of the surveyed advanced-services households. In 2008 this jumped to 66%. In our 2007 survey, 31% of our advanced-services people had ever viewed cable VOD; the 2008 figure was 48%. Again, a nice bounce for a single year.”

24 Comments

  1. How do I access the Prime Time on my Cox cable TV so I can watch TV programs an hour after they air?

  2. Good post, thanks

  3. Wonderful to read!

  4. Why cant I acess CBS on demand?

  5. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  6. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  7. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  8. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  9. Thanks for your insight for the great posting. I am glad I have taken the time to see this.

  10. High quality info here! Keep up the great work. I love the feelings being expressed.

  11. I saw a news item about that on television yesterday. Thanks for putting more meat on the bones

  12. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  13. Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.

  14. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  15. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  16. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  17. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  18. Credit for the great blog post. I am glad I have taken the time to read this.

  19. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  20. Thanks for your insight for the great written piece. I am glad I have taken the time to read this.

  21. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  22. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  23. I generally don’t reply on web sites but you contain various high-quality readable post.

  24. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

Leave a Reply to Backlinks Cancel Reply

Email (will not be published)