Sen Commerce chmn John McCain (R-AZ) is using cable’s own words to further his call for a la carte. In a letter last week calling on the FCC to explore all available options to promote a la carte, McCain noted that Cablevision [CVC] chmn Chuck Dolan testified last year that cable’s new digital technology gives consumers greater choice, and quoted Dolan as saying, "Cablevision, as a policy, wants its customers to be able to pick and choose among its services, selecting what appeals to them, rejecting what does not, determining for themselves how much they will spend, just as they do every day in the supermarket or the shopping mall." McCain also used a tiering quote from Cox [COX] pres/CEO Jim Robbins: "If operators had the flexibility to sell these networks, sports channels or others, on an optional tier, consumers would gain a significant opportunity to manage their cable expenditures." McCain said he doesn’t believe cable should be forced to eliminate its pricing plans, but consumers should have the option of a la carte. "Notwithstanding the comments of the industry’s own executives, the use of a la carte pricing in Canada, and the potential benefits to consumers, the cable industry continues to fight every effort to provide choice to consumers," McCain complained.