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Marketing

TECHNOLOGY BRIEFS

4/16/2012 12:01 AM Eastern

TWC Bundles Up With Verizon Wireless in Five Markets


NEW YORK — Time Warner Cable
is offering customers in five
markets a $200 prepaid debit card if they sign up for certain
Verizon Wireless plans — ahead of government approval of
the expansive agreements between four cable operators and
the wireless giant. TWC last Thursday (April 12) kicked off joint
marketing programs with Verizon Wireless in Cincinnati; Columbus
and Toledo, Ohio; Kansas City, Kan.; and Raleigh, N.C.

In December 2011 Time Warner Cable, along with Comcast
and Bright House Networks, announced an agreement to sell
Verizon Wireless their Advanced Wireless Services spectrum
holdings for $3.6 billion. In addition, the operators and wireless
carrier said they would sell each other’s services in select
areas. Cox Communications subsequently entered into a similar
arrangement with Verizon Wireless.

The MSO-Verizon Wireless deals have not been cleared
by the FCC or Justice Department. Last month, the Senate
Antitrust Subcommittee held a hearing to explore whether
the agreements threatened competition and would hurt
consumers.

In any case, both Comcast and TWC are moving ahead on
the co-marketing side of the deal. Comcast has launched
initial co-marketing programs with Verizon Wireless in Seattle,
San Francisco and Portland, Ore.

Charter Breaks Into Interactive TV Ads With FourthWall

ST. LOUIS — Charter Communications is jumping into the interactive
TV advertising arena — just as Canoe Ventures is
exiting — with plans to deploy FourthWall Media’s Ad Widgets
solutions to about 800,000 digital households in five markets.

Once the Ad Widgets system is deployed, Charter Media customers
will be able to deliver a variety of ITV-enhanced, targeted
commercials. Charter didn’t specify timing for the rollout.

In February Canoe — the advanced-advertising firm owned by
the six biggest U.S. cable operators — announced it was shutting
down its national ITV operations. Charter joins the chorus
of other MSOs that continue to see interactive TV as boosting
the value of local advertising. Charter Media’s ITV capabilities
will include “addressable versioning,” which will let advertisers
deliver different variations of commercial overlays to specific
customer segments during the same interactive spot on the
same network; and request-for-information overlays.

Kessler to Keynote MCN’s ‘TV Everywhere’ Event

Eric Kessler, co-president of HBO, will join Multichannel News editor in chief Mark
Robichaux for a discussion of “TV Everywhere: The Time is Now” on Thursday,
May 3, at the Sentry Center Midtown East in New York. He will discuss HBO Go
and industry efforts to bring TV to all screens. The keynote will be followed by
panel discussions with top executives from leading operators and programmers.

September