CTAM is out of the starting blocks with a new consumer-facing TV Everywhere initiative that was designed to show consumers how easy it is to access and view multi-screen video content.
The campaign, which is called “You could be watching TV,” was designed to expound on the benefits of TV Everywhere services, including live and on demand, and in or out of a home.
“At the vanguard of this strategy was Fox’s ‘Stream It and Dream It’ sweepstakes promotion, wholly conceived by Fox Networks, and supported by all major distributors,” said John Lansing, president and CEO of CTAM. “We were thrilled that the timing of the Fox Networks’ TV Everywhere promotion aligned with the launch of our efforts. As a result, the CTAM-led tactics quickly garnered a unique reach of three million and 56 million total impressions, adding significant promotional value for Fox Networks and the other participating major distributors.”
CTAM said it was working with The Lippin Group on the TVE outreach program, which included educating consumers and promoting available TVE content in mainstream TV and lifestyle sections, and targeted blog sites. To build a collection of current, approved promotional assets for media placement, CTAM has built a secure e-form that makes it easier for content providers and MSOs to participate.
After research by a committee of 20 cable operators and marketers, CTAM’s board approved an action plan, which included a new logo and the use of the “tv everywhere” (tve) brand, earlier this year that was designed to increase subscribers’ use and awareness of multi-screen services.
Aside of the new logo and brand, other efforts included a series of user experience best practice recommendations, and a plan for benchmarking members’ progress toward year-end goals.
To date, 23 member cable companies and content providers in the TVE space have adopted some or all of the sign-in and messaging recommendations, with an average of 52 percent against a goal of 75 percent by the end of next month.
“We set out at the beginning of the year to have a measurable impact on awareness and usage of TV Everywhere – and given this unprecedented industry participation and support, we have done just that,” said Gemma Toner, senior vice president of business insights and strategy, Cablevision Systems Corporation, and CTAM chairwoman. “This initiative from CTAM, designed to drive usage and awareness among consumers, will help to elevate this product category now and into the future.”
