As vp/gm of Time Warner Cable‘s East Carolina division, Kim Cannon knows a bit about the digital transition. That’s because Wilmington, NC, made the migration 5 months before the rest of the country. An interesting takeaway: the system added just about as many new customers after the Sept 8 analog cutoff as before it—proving that some folks will wait until the last minute and beyond to prepare. And here’s something to make cable optimistic: Cannon told a CTAM panel Sun that 86% of those new customers had never subscribed to cable before. And even more heartwarming: the majority took expanded basic at a $40/month price point. Other lessons Cannon learned include not having a "DTV Event." No one will come. Go to where the people are (community festivals, etc), she said. Avoid any disruptions, such as channel changes, around the transition to avoid confusion. (TWC removed traps for HBO in the market, causing some to wonder if they were no longer getting the premium net for free because of the transition). One problem Time Warner encountered was a programming ID issue with DVRs after the switch. Series DVR recordings were no longer working because of a communications failure between the guide providers, broadcasters and cable. Cannon said the system ended up sending out an automated message to customers to get them to reset their DVRs. Insight is prepping for the Feb 17 transition with a few different offers and a lot of direct mail. Interestingly, it’s getting double the response rate for its $45/month offer for basic cable and phone than for its $15/month offer for basic cable, said svp, field ops Gregg Graff. Insight has tried marketing the bundle as phone and cable for $45/month and as unlimited calling for $45/month, plus free cable. Turns out, these non-customers are responding better to the bundled offer than the buy-one-get-one free promo, he said. In the last 6 months, Graff said Insight has seen 2% growth out of the group it has dubbed as OTA, non-customers. "The last 60 days [before the transition] will be the real growth," he said. Sunday marked 100 days before the transition.

The Daily

Subscribe

People

Peacock President Kelly Campbell is drawing from the Hulu bench, tapping Annie Luo to serve as EVP, Global Partnerships

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up

Calendar

Jan 28
Cablefax 100 – 2022 Nominations Due: January 28, 2022
Mar 11
The FAXIES 2022Entry Deadline: March 11
Apr 1
Cablefax Top Ops – 2022Nominations Due: April 1, 2022
Jun 3
The Diversity List – 2022Nomination Deadline: June 3
Aug 12
Most Powerful Women – 2022Nominations Due: August 12
Full Calendar

Jobs

Seeking an INDUSTRY JOB?
VIEW JOBS

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact John@cynopsis.com for more information.