What a way to tell a story… When Comcast wanted to show off how its developed the industry’s first talking guide to help customers with visual disabilities, it turned to a young “Wizard of Oz” fan Emily. The girl explains what she sees when she watches the movie—then Comcast worked with Hollywood artists to bring her vision to life. The company created a 60-second film called “Emily’s Oz” along with a 6-minute documentary and 3 additional mini-docs. It was the first commercial to ever be video described. The debut was smartly timed for the Oscars, which drove huge interest. The campaign received more than a half billion impressions, with more than 12mln video views and coverage in 80 media outlets. “Our customers (even the disgruntled ones) said they loved it and Comcast employees said it made them proud to work for the company,” Comcast told us.

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Pendulums Break

Commentary by Steve Effros In my last column I focused on the circular nature of the thinking surrounding telecom business plans. We go “round and round again” on such ideas as linear video broadcast

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