Cablefaxies Awards
Cable's Best Marketing & PR 2009

Cable operators might not be thrilled with the current state of programming distribution. TV isn’t just on the TV anymore. It’s on the laptop screen, the iPod screen, the game console screen and, yes, the standard, non-computer TV screen. Programming is everywhere, all the time.

Cable operators are sort of in the same spot the Big Three networks were in when coaxial cable really began stretching across the nation; their claim on the viewing audience is being challenged by new technology and new generations of viewers with entirely new expectations and needs. And while these new channels of distribution would seem to be a boon to content creation companies, formerly known as cable programmers, their sense of entitlement is also in danger of being a target of mockery for young consumers who may simply decide cable content brands have zero relevance in their lives. Consumers have so many choices of delivery and content, and also have the expectation that everything should be free, or nearly free. Operators and programmers are learning the hard way that good products and content, reasonably priced, are not enough to get by. Enter the communications professionals.

For the second-straight year we dedicate our Cablefaxies Awards to the communications initiatives and programs that have gone the furthest toward keeping cable operators and programmers at the top of the consumer’s entertainment universe. The professionals behind the winning marketing and PR campaigns are working with tighter budgets and facing tougher challenges, perhaps, but that just means one thing to them: an opportunity to be more creative. That’s what drew them to PR and marketing in the first place. We commend the behind-the-scenes fortitude and imagination of the Cablefaxies winners and honorable mentions, which were selected by the Cablefax staff and a panel of outside judges and celebrated at a March 30 luncheon in Washington, D.C. And we salute the patriotic theme underlying all their marketing and PR efforts: The U.S. may no longer be the best at making cars, but it’s still tops in the showbiz department.

We also mark the 20 anniversary of Cablefax Daily, and doff our hats to its founder, Paul Maxwell.

Program Award Finalists Click to jump to section.

Advertising Campaign for a Network

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    ABC Family

    A New Kind of... ABC Family Branding Campaign
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    Fuse

    Music Is...
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Advertising Campaign for a Single Program

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    ABC Family

    The Secret Life of the American Teenager
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    Cablevision S.A. de C.V./Mediamates/Pico Adworks Mexico

    Mujeres Asesinas (Assassin Women Mexico)
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    Discovery Communications/Animal Planet

    Whale Wars Series Launch Campaign
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    ESPN

    ESPN’s SportsCenter AM Live Campaign
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    Gospel Music Channel

    Gospel Dream Bus Tour Presented by Comcast
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    IFC

    Z Rock
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    A&E Network

    The Andromeda Strain
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Annual Report

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    The Cable Center

    Cable Center Annual Report
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Community Relations

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    Discovery Communications

    Science Matters!
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    Retirement Living TV

    Countdown to Conversion: Digital Transition Education Initiative
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    WWE

    WWE Smackdown Your Vote!
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    Cox Communications Las Vegas

    Violence in our Schools – A Prescription for Our Community
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    Time Warner Cable

    Time Warner Cable Trivia Thursdays
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Corporate Social Responsibility/Green Campaign

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    A&E Network

    The Recovery Project
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    Outdoor Channel

    Get Out and Vote PSAs
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    The Sportsman Channel

    Hunt. Fish. Feed
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Direct Response Marketing

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    Charter Communications

    Charter Price Guarantee 2009
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Integrated Marketing Campaign

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    Big Ten Network/Tom, Dick & Harry Advertising

    2008 Football and Basketball Campaign
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    Cox Communications

    2008 Wave 3 Cox Business Acquisition Campaign
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    Charter Communications

    Charter Digital Transition 2009
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Marketing Campaign

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    BBC America

    BBC World News America
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    Time Warner Cable Los Angeles Region

    Time Warner Cable L.A. Hispanic Video Launch
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    Spike TV

    Star Wars on Spike TV
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    Cartoon Network/Turner Broadcasting

    Cartoon Network Universe: FusionFall Launch
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    A&E Network

    Gene Simmons Family Jewels Season 3
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Marketing of a New Series or Show

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    ABC Family

    The Secret Life of the American Teenager Series Launch
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    BBC America

    Primeval
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    Cartoon Network/Turner Broadcasting

    Star Wars: The Clone Wars Series Launch
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    IFC

    Z Rock
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    Big Ten Network

    Big Ten Network Illinois Football: The Journey
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Marketing of a Continuing Series

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    AMC and NMA Entertainment & Marketing

    Mad Men Season 2
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    Sundance Channel

    Iconoclasts Season 4
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    World Wrestling Entertainment

    WWE McMahon’s Million Dollar Mania Promotion
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    ABC Family

    The Secret Life of the American Teenager Season 2 Launch
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Media Event

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    ABC Family

    Winter Wonderland
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    Discovery

    Planet Green Launch Media Event in Los Angeles
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    ESPN

    ESPN’s 2008 Upfront Event
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    Hallmark Channel

    Hallmark Movie Channel HD Launch in Peoria
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    National Geographic Channel

    Dog Whisperer 100th Episode Celebration
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Media Relations Campaign

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    ESPN

    NASCAR on ESPN
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    National Geographic Channel

    Expedition Week
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    Bravo

    Real Housewives of Atlanta
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    History

    102 Minutes That Changed America
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    IFC

    The IFC Media Project
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    ABC Family

    Secret Life of the American Teenager
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Multicultural Marketing

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    CNN

    CNN Presents: Black in America
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    TuTV

    Noches Clasicas De Pelicula
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Marketing of a Documentary or Special Series

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    Big Ten Network

    Big Ten Network Illinois Football: The Journey Begins
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    Cartoon Network/Turner Broadcasting

    Turkey, Stuffing and "RickRolls" for all our "Friends" at Thanksgiving
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    CNN

    CNN Heroes
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Press Kit

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    Showtime Networks

    United States of Tara
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    Showtime Networks

    Dexter Season 3
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    National Geographic Channel

    Human Footprint
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Programming Stunt

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    Starz Entertainment

    I Know Who Killed Me
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    ABC Family

    25 Days of Christmas
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    Discovery

    Science Channel’s ‘Punkin’ Chunkin 2008’
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    Retirement Living TV

    Daily Café from the AARP Convention Floor
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    Comcast Entertainment Group

    Style Network’s Raise Your Hand and Make a Difference in Support of Breast Cancer Awareness
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PR Stunt

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    BBC America

    Robin Hood Season 2
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    Cartoon Network/Turner Broadcasting

    Turkey, Stuffing and ‘Rickrolls’ for all our Friends at Thanksgiving
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    Outdoor Channel

    Are You Ready for the Big Time? CTAM Stunt
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    Starz Entertainment

    I Know Who Killed Me
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    Oxygen

    Welcome Home! Tori & Dean
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Public Affairs Campaign

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    Discovery, Science Channel and Comcast

    Science Matters!
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    Insight

    Digital Transition Awareness Campaign
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    Lifetime Television

    Every Woman Counts
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    The Sportsman Channel

    Hunt. Fish. Feed.
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    WE tv

    WE Vote 2008
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    Retirement Living TV

    Countdown to Conversion: Digital Transition Education Initiative
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Tchotchke

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    Big Ten Network

    Election Buttons
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    Discovery Communications

    Science Channel’s Punkin’ Chunkin 2008
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    International Networks

    Bridging Cultures 2009 Calendar
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    Vozzcom

    Guerrilla Tactics for Trade Show Branding Success
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Trade Show Marketing and PR

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    Comcast Entertainment Group

    G4’s CES Best of the Best
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    Gospel Music Channel

    Gospel Music Channel - NCTA 2008
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    Outdoor Channel

    Are You Ready for the Big Time? CTAM Stunt
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    qubo

    qubo Channel Playground
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Video: Use of Video or Moving Image

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    Visible World

    Household Addressability
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    Outdoor Channel

    Outdoor Channel Ad Sales Sizzle Reel
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    qubo

    qubo Channel Spot
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    Charter Communications Wisconsin

    Ribbon of Promise Wisconsin Campaign to Prevent School Violence
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    ABC Family

    ABC Family Upfront Sizzle
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Viral Marketing Campaign

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    BBC America

    Skins
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    CMT

    Gone Country 3
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    Discovery Communications/Animal Planet

    Groomer Has It Series Launch
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    A&E Network

    What Happened in Piedmont?
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People Awards

Marketer of the Year

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    Katie Lacey

    SVP, Marketing, ESPN
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    Bill Bergofin

    SVP, Marketing, Versus
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    Kenetta Bailey

    SVP, Marketing, WE tv
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    Denise Conroy-Galley

    SVP, Marketing & Research, Outdoor Channel
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Marketing Team of the Year

PR Team of the Year

PR Execs of the Year

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    Jim Weiss

    VP, Public Relations & Public Affairs, Gospel Music Channel
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    Katina Arnold

    VP, Comm, Sales & Marketing, International &
    New Technolgies, ESPN
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    Theano Apostolou

    SVP, Publicity, Talent Relations & Promotional Events, AMC
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    Richard Licata

    EVP, Corporate Communications, Showtime Networks
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    Richard Ramlall

    SVP, Strategic External Affairs & Programming, RCN
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Cablefax 20/20: Cablefax Celebrates Its 20th Anniversary

Editor’s Note

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