Charter lays plans for first iTV ads in 5 markets | Charter to put channels in new groupings, add 28 HD versions | NBC stations to sell national ads for 4 Comcast RSNs
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April 18, 2012
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Charter lays plans for first iTV ads in 5 markets
Charter Communications is taking its first steps into the interactive TV ad segment with a plan to target 800,000 digital homes in five markets. Charter will use FourthWall Media's Ad Widgets tool to reach viewers based on demographics or location. The cable operator did not say when it would launch its first iTV ads. Multichannel News (4/12), CEDMagazine.com (4/12)
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Local Markets
Charter to put channels in new groupings, add 28 HD versions
Charter Communications will relocate dozens of national cable networks on its lineup so they're grouped by category and will introduce 28 HD channels for its subscribers in Illinois and Missouri. Among the new HD channels are Fox Business Network, The Hub, OWN and Investigation Discovery. FierceCable (4/17)
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NBC stations to sell national ads for 4 Comcast RSNs
National ads for four Comcast regional sports networks -- New England, Mid-Atlantic, Northwest and Philadelphia -- will be sold by NBC Owned Television Stations under a new agreement. The partnership with Comcast Sports Group is modeled on a recent deal with New England Cable News and will launch this month in New England, with the remaining markets being added over the next several months. Broadcasting & Cable (4/16)
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Other News
Campaigns and Agencies
Network identity is key to Turner's ad reach
Turner Networks, in making TNT a destination for drama series and TBS one for comedies, is taking a holistic approach to branding that doesn't emphasize individual shows. "There is a giant difference between a tagline and a brand. One of the acid tests we do for a marketer is -- can they tie with us and not with a specific program?" said Steve Koonin, president of Turner Entertainment Networks, speaking at an industry event. MediaPost Communications/MediaDailyNews (4/10)
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Advertisers, networks ride Titanic's long wake
Advertisers are fueling the television audience's continued fascination with the Titanic disaster. Among those signed on to sponsor or host various programs exploiting the centennial of the fateful cruise are Acura, CBS, Walt Disney, Gannett, Geico, News Corp. and Time Warner. Ambitious projects include a commemorative e-book by the Los Angeles Times and movie channels showing a host of Titanic-related fare. "It could be a titanic Titanic weekend," said National Geographic Society's David Lyle. The New York Times (tiered subscription model) (4/12)
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Research and Report
Interest in mobile video grows, but cost is a concern
Although more viewers are becoming interested in multiscreen video services, they cite concerns about cost as the main reason holding them back from trying it, QuickPlay Media has found in a survey. More than 1 in 3 respondents say they have tried a mobile TV and/or video service, with just over 1 in 4 indicating they are current users of a new video service. However, only one-fifth can remember ads viewed on mobile TV devices or video services, and about 8 in 10 say the ads are not varied enough. MediaPost Communications/MediaDailyNews (4/11), TWICE (4/11)
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VH1 identifies millennial "adultsters" as prime audience
A focus on their own physical and financial health and an emphasis on social connections characterizes the first wave of millennials, says VH1 which has identified adults ages 25 to 34 as its prime audience. These co-called "adultsters" are also concerned about leaving a legacy and look to Steve Jobs and Mark Zuckerberg for inspiration. "Whether working for themselves or within a large company, they seek to uphold their own personal career paths -- not one that's set for them," VH1's David Giles, who oversees strategic insights and research, wrote in a blog post. MediaPost Communications/TVBlog (4/11)
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Next Gen Advertising
BlackArrow tools streamline VOD ad placements
BlackArrow has released products to facilitate the placement of national ads by cable networks in video-on-demand content. The company's Ad Router and Business Suite products work in conjunction with existing ad-management tools or its own Campaign product. Multichannel News (4/11), CEDMagazine.com (4/11)
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Programming News
Crime shows could pay off handsomely for Investigation Discovery
Crime show network Investigation Discovery has surpassed Discovery Channel in the ratings over the past two weeks and is well ahead of OWN's numbers for the fourth quarter of 2011. ID's strong numbers could provide parent Discovery Communications with "substantial leverage" in 2013, when carriage pacts are set to expire, investment bank Barclays writes in a report. ID is estimated to receive 8 cents per subscriber and Discovery Channel 36 cents. Reuters/MediaFile blog (4/12)
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Scripted TV as a backup plan is the new reality
Cable stations that have relied heavily upon the ratings successes of cheaply produced reality TV shows are putting scripted programs in the pipeline, anticipating the end of the trend. Analysts say shows such as AMC's critically acclaimed "Mad Men" have a "halo effect" on the rest of the network's shows. "AMC shifted the paradigm, and now everyone thinks they can do the same thing," Hanft Projects' Adam Hanft said. Advertising Age (free access for SmartBrief readers) (4/16)
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Digital Media
Pandora pitches segmentation to woo local advertisers
Pandora is courting ad dollars by suggesting that its audience can be better specified than regular radio when determining the listener's age, sex, ZIP code or musical taste. The still unprofitable Internet music streaming service has seen revenue, largely based on advertising, grow in the past two years from $55 million to $274 million and its registered listeners swell to 125 million. Using its audience segmentation to entice local advertisers is seen as a key to a profitable future. The New York Times (tiered subscription model) (4/15)
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Denny's uses video interviews to softly target Gen Y
A second slate of celebrities popular with members of Gen Y is on tap as Denny's extends its interview series of "Always Open" videos. Facing questions at a Denny's table during the coming months will be Jessica Biel, Maya Rudolph, Andy Richter, Dax Shepard, Christina Applegate and Chris Pratt. ?We?re connecting with millennials on an emotional, nonforced level" with the videos, said John Dillon, Denny's vice president of marketing. MediaPost Communications/Marketing Daily (4/11)
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SmartQuote
A daydreamer is prepared for most things."
-- Joyce Carol Oates,
American author
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About NCC Media
NCC Media is the ad sales, marketing and technology organization that represents cable, satellite and telecom operators in every U.S. market. NCC Media meets marketers' needs to target consumer prospects efficiently and effectively in the communities where they live. Jointly owned by three of the nation’s largest MSOs – Comcast Cable, Cox Communications and Time Warner Cable – NCC Media is constantly evolving to maintain its status as the industry’s most effective multi-platform sales organization. Consistent innovation and growth makes NCC Media your best partner in building the media plan of tomorrow, and today.

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