by Char Beales How Cable Grows At the time of the CTAM Summit, it seems that curiosity about CTAM and what we do becomes particularly palpable. So, I’m pleased to have the opportunity to address this increased interest in ink (thank you, CableFax Daily). To start, we’re always wrestling with the infamous focus on CTAM parties, as opposed to the less sexy news of our phenomenal line-up of speakers, which is, I hasten to add, historically the finest any industry conference offers. From the big-picture view to the details of day-to-day operations, these marketers, creative innovators and business leaders set a high educational standard for conference attendees. I wholeheartedly believe that’s why we’ll break our attendance record this year. But beyond the information-exchange and learning that we provide at our annual conference, CTAM is much, much more. Our leadership-our members-develop a strategic plan every two years. We live by it. I believe each one of our 30-member staff could tell you what our goals are for 2005. What we do is determined by our members, for our members. CTAM is simply a reflection of that, and every day, we work together to reach our vision, accomplish the goals and strengthen our brand. Our Vision CTAM advances consumer and B2B marketing excellence, facilitates collaborative marketing initiatives and encourages the mastery of new technology-based products. Our Goals To offer members unequaled, first-class education and information exchange opportunities for strategic learning and business development. To facilitate and manage cooperative marketing initiatives designed to help industry companies grow their businesses. To make CTAM the highly valued bridge between the exploding technology world and marketing, as they come together to develop, deploy and market cable products. Our Actions The power of this strategic approach is evidenced in the outcome. (Or more simply, the proof is in the pudding.) By the end of July, the number of individual members taking advantage of all CTAM has to offer is on track to break another record at nearly 6000. They’re joining, in large part, because they get better at their jobs by being on CTAM committees and councils, participating in awards programs, sharing ideas at meetings, on Webcasts and in one-day forums, reading our publications, accessing our research, and being part of CTAM U. Seventy-nine companies have joined CTAM’s Corporate Initiative Fund to produce work that directly benefits them. They’re driving the success of the On Demand and Broadband Consortiums, the Customer Care, PR for Advanced Products, and Telephone Committees, the Commercial Services Council, and the Cable Movers Hotline. We’re there to facilitate their collaboration and guide their work-all essential to the future of cable. Our Brand Finally, it all boils down to the CTAM brand. I hope you’ll take note of the updated CTAM logo and brand creative that we’re launching this week. Guided by the brilliant creative eye of our Chairman, Len Fogge, this new look "says" CTAM. It’s the manifestation of our membership. CTAM has a long, 30-year history in cable. We involve and listen. We act, react and transform so our members can be effective in this dynamic, competitive marketplace. We’re responsive, bold, relevant, smart, connected and accessible. These are strong words for a strong organization. Simply put: What we do… is how cable grows. Char Beales is president, CEO of CTAM.

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