Low Customer Satisfaction Threatens Cables Prospects for Growth Innovista Research Reveals How to Increase Profitability and Loyalty Through Improved Customer Satisfaction

This release discusses a new marketing research report from a new company, Innovista Research, Inc. This report focuses on the cable, satellite and interactive TV markets, and how customer satisfaction can make or break a company.

According to new findings from Innovista Research, one in five satellite subscribers had subscribed to cable TV during the past year, but dissatisfaction with their cable service led them to cancel it.

Innovista estimates that the size of the satellite TV industry would more than double if it were to sign up every cable customer who is not satisfied. This reality underscores how important it is for cable operators to improve their customer satisfaction, especially since only 69% of cable subscribers are satisfied with their service, compared to 90% of satellite subscribers. In fact, Cox (NYSE:COX), Comcast (NASDAQ:CMCSK) and Time Warner (NYSE:AOL) are the only major MSOs to score above their industry average in satisfaction, but they still score substantially lower than DIRECTV (NYSE:GMH) and EchoStar (NASDAQ:DISH).

The implications of these and other important findings are discussed in the June 2002 issue of THE INNOVISTA REPORT, a new market research publication that combines the format of a newsletter with the in-depth analysis of a targeted research report.

"Cable operators must not underestimate the relationship between profitability and customer satisfaction," said Todd D. Wiener, President of Innovista Research. "Digital cable growth is particularly vulnerable, in light of the fact that dissatisfied analog subscribers are 57% more likely than very satisfied analog subscribers to feel that digital cable costs too much."

This section of THE INNOVISTA REPORT, entitled "Create Customer Satisfaction to Build Loyalty and Boost
Profits," examines:

o How customer satisfaction varies among subscribers of the largest MSOs and DBS operators.
o How digital and analog cable subscribers compare in their levels of customer satisfaction.
o How customer satisfaction is affected by rising cable prices and changes in the quality of cable service.
o How low customer satisfaction is linked to rising churn and declining revenue per subscriber.

This section of THE INNOVISTA REPORT also presents many innovative recommendations for improving customer satisfaction with strategies that address pricing, customer education, subscription plans and promotions. For example, you will learn how to build customer loyalty and increase profits by:

o Following a simple marketing strategy that allows you to raise prices without causing resentment among your customers.
o Sending your customers a brief message that will dramatically improve their opinions about your company's customer service.
o Enhancing your service so your customers will be willing to pay more for each channel of non-premium programming.
o Offering certain low-cost incentives which can also increase your revenue from your other services.

The June 2002 issue of THE INNOVISTA REPORT contains two other sections: "Revealed: The Hidden Key to Greater Pay-Per-View Revenues" and "Concept of T-commerce Finally Clicks with Home Shoppers." The full issue is available for $250, or each individual section can be purchased for $125. For more information, please visit http://www.innovista.tv.

About Innovista Research, Inc.

Innovista Research, Inc. is an independent research firm that specializes in consumer market analysis for the cable, satellite and interactive television industries. Innovistas publications blend market research with powerful business strategies and marketing insight to help companies in these industries increase their revenue and save time and money. For more information, please visit http://www.innovista.tv.