Dutch Treat: Comcast, Charter, Others Pitch HD with Philips

Philips has been successful in signing MSOs for the jointly branded marketing Web sites it announced at CTAM Digital in July. It inked Comcast and another MSO that’s expected to be announced this week; it partnered with Charter at CTAM Digital. More deals are expected in 3Q and 4Q. Charter rolled out the pilot Web site (http://www.charter.com/philips) recently to markets in MN, MI and WI, offering customers 2 free months of HD service when they purchase their first 2 months of service and a Philips HD-ready widescreen TV. Other offers include 1 free month of HSD with the purchase of any featured Philips Internet-ready audio or video product and 2 free months of digital with the purchase of select Philips TVs. Comcast has rolled out offers with Philips in 1 market and is looking at expanding the program. Financial terms weren’t disclosed, but it’s safe to assume MSOs are getting a cut of each sale. Philips is "working hard with CTAM to develop retail-based promotional opportunities," Paul Sims, Philips dir, biz dev, says. "The stuff we’re doing right now specifically with Charter and Comcast is direct-to-consumer based. But we don’t think that replaces retail. We’re looking to strengthen each." It’s too early to discuss results from Charter’s Web campaign as it hasn’t begun polling customers, Mark Guberman, Charter dir, retail distribution, says. However, Charter’s renewed promotional offers for another month (they originally expired Aug 31); the MSO plans eventually to roll out the Philips campaign to other markets, he says.