CTAM’s Hyper-Focus on National Programs Yields Game-Changing Cable Industry Results

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Working together cable industry accomplishes more than one organization can on its own

“The CTAM Board mobilized in 2011 to directly impact business performance, define issues and align solutions, and provide high-level knowledge services for individuals”

One year after the Cable & Telecommunications Association for Marketing’s (CTAM) Board of Directors adopted a “going-forward strategy” that focused on the organization’s highly successful national programs and cooperative marketing initiatives, the association’s national efforts, like the CableMover Hotline, Advanced Cable Solutions Consortium, Movies On Demand® marketing, Business Services Council, CTAM in New York, CTAM Wired Executive Innovation Series, and Cable Executive Management at Harvard Business School (also known as CTAM U.), all achieved significant results.

“The CTAM Board mobilized in 2011 to directly impact business performance, define issues and align solutions, and provide high-level knowledge services for individuals,” said Char Beales, president & CEO, CTAM. “These year-end results prove that by working together, the industry can accomplish significantly more than one organization can on its own.”

CTAM’s 2011 Report Card (insert Beales youtube 2 Cents video):

  • Delivered 1.8 million leads to the cable companies of people moving households through the cooperative CableMover program. CTAM launched a new cablemover.com site and welcomed the 1 millionth unique visitor in fourth quarter 2011.
  • Secured 1 billion earned media impressions telling cable’s advanced product story. The combined result of several co-op communications initiatives, these stories are a national overlay to member company’s in-market stories and reinforce that cable is the best choice for phone, Internet and home entertainment services.
  • This past summer, new Movies On Demand® users, who are digital cable subscribers that have never before rented a movie through their service providers, spent $7.71 in an average week. In addition, there were significant usage increases among heavy, medium and light users.
  • Achieved the highest satisfaction ratings in more than five years for Insights and CTAM in New York conferences, with more than eight out of ten respondents (82%) reporting that CTAM in NYC met or exceeded their expectations.
  • 100% of Cable Executive Management at Harvard Business School formerly CTAM U. attendees would recommend the experience to a friend.
  • Delivered tools to help grow cable’s business services sector – recommendations through research on the categories of bandwidth users with the most potential and how to optimize cable B2B portals.
  • Provided info, ideas and inspiration to individual members through six Wired webcasts, five Pulse research reports, six Tech Tips for Marketers, the Advanced Video Guide and to nearly 30,000 CTAM SmartBrief readers.

CTAM is full steam ahead into 2012 wrapping sold out CES tours and a two-day cable Television Critics Tour in January, with nearly 30 participating networks launching new shows to more than 200 television writers. Plus, phase one of the 2012 Movies on Demand campaign just wrapped following the Oscars®.

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Jason D. King
CTAM
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