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Cable should concentrate less on technology

Bapun Raz

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15.42 Europe/London, September 22, 2011 By Julian Clover CTAM EuroSummit ’11. Cablenets are still looking at
the technology, when they should be focussing on
marketing. In a CTAM EuroSummit session on brand
building former Disney executive David Hulbert said
cable could easily see off the threat of over the top
content, while there were some marketing concerns, there were also technology issues that
needed to be addressed. “Let’s face it this is not an
industry that has been good at consumer
marketing,” he said. Hulbert said that exclusive content was difficult
because there was always competition from a
number of platforms often with similar or the same
content. “It is apparently attractive to have content
exclusively, but it’s difficult to make it work in all
but a few pieces of content. You’re going to have to lock on some pieces of content and build your
message around that.” He said it was not important to show Desperate
Housewives, but to ensure that customers had
access to it in a way that suited them.


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