The cable industry could learn a thing or two from the casino industry’s policy that not all customers are created equal. "Somebody has to decide that it’s OK to treat a cable customer differently based on their value," said CTAM keynoter, Harrah’s chmn/CEO/pres Gary Loveman. Loveman, for example, is a $230/month cable customer. So, when he needs a technician at his house, he wants a $230/month tech, not the same tech that’s sent out to a $19/month customer. On top of that, "where’s the love?" Despite his "ridiculous" cable bill, he gets no free movies, no free hats or other swag. "Where’s my toys?," he asked the crowd. His presentation resonated. Over and over again Wed, we ran into marketers praising Loveman’s remarks, which were as entertaining as they were educational. Best line came when he walked on the main stage. "I’m pleased with the location," the gaming exec said. "There’s an absence of natural light, and the exits are poorly marked." — Cable’s missing a big opportunity when it fails to integrate the retail channel into its marketing efforts, said Phil Schoonover, chmn/pres/CEO of Circuit City Stores. In a keynote address, he pitched MSOs hard on the idea of partnering with Circuit City to drive higher penetration and retention. "Our customers are your customers," he said. "What if made the journey together and created partnerships? What if we created a seismic change that has never been felt before in our industries?" He pondered why customers must order an HDTV and cable service separately ("Multiple truck rolls waste our customers’ time and make it an unpleasant experience"), and suggested giving customers a way to order cable HD service in the store when they purchase their HDTV. But he said cable must do more to create "rugged offers that are retail ready," and marketing strategies that are more national in scope and better integrated across the board. "Imagine HBO movie nights at Circuit City," he said. — Cable is a complicated business, but its marketing message doesn’t have to be. Take Google—it’s terribly complicated, but its execution isn’t, Frederator Studios pres Fred Seibert told a CTAM session. "Look at the brands in the cable business that have lost their way; [many] moved from a simple execution to a complex one," he said. Amy Friedman, svp, original programming for The N, said the same can be said for brands that get lost chasing viewers instead of attracting them. Comcast svp, marketing & sales Marvin Davis warned against growing complacent when everything is sunny and nice. "My job is to try and scare people," he said, referring to his team. Davis reminds them that a "storm" is coming and what’s working now may not be what works then. — NBCU is leaning toward producing more programming in-house in order to avoid testy negotiations with third- party producers over multiplatform rights, said George Kliavkoff, NBCU’s chief digital officer. He said multiplatform, "360" thinking goes into every new show and now colors all talks with potential advertisers. "Almost every buy that we get is a 360 buy," he said. Bruce Campbell, pres, digital media/emerging nets at Discovery, said Discovery also considers multiplatform applicability when greenlighting new shows, and "we’re going to go after those digital rights." Kliavkoff, however, said mobile platforms don’t yet present the same opportunities as broadband, partly because of the lack of incentives to content producers. "It’s a little bit of a broken business model," he said, noting that content providers generally receive only 9% of the money being generated by mobile video. He urged wireless carriers to provide better splits for content owners. "I hope to be able to work with the carrier partners rather than go around them," he said.

The Daily



Disney+ is turning the acclaimed book series “Percy Jackson and the Olympians” into a TV series, with author Rick Riordan announcing the news on social media Tuesday. Casting is underway. — VH1 celebrates

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