Digital Cable Premieres "On Demand" Service in Los Angeles Market
Marks Major Milestone for the Cable Industry
LOS ANGELES, CA -- (MARKET WIRE) -- 04/01/2005 -- Today, the cable industry marks a major milestone as On Demand, one of its advanced services, rolls out in the entertainment capital. Currently offered in nearly 200 markets nationwide, (1) On Demand with digital cable continues to expand rapidly as it launches in the Los Angeles area.
According to Jupiter Research, an estimated 18 million digital cable homes had access to On Demand in 2004 and consumer interest has been skyrocketing. In fact, a recent survey of 1,400 households in four of the top On Demand markets found that nearly half of digital cable customers used the On Demand service, nearly double the rate from 17 months ago(2).
"On Demand is changing the way people watch television, with the average Comcast customer using this cable-exclusive feature 27 times a month to view more than 12 hours of programming," said Page Thompson, vice president and General Manager of Comcast ON DEMAND. "From the excitement of your favorite sports -- with special NFL programming -- to hundreds of music videos and children's programming, Cable On Demand has something for everyone and is available anytime you watch."
Tailor-Made TV Viewing
Cable On Demand, free as part of an existing digital cable package, lets viewers watch TV on their terms by simply navigating an on-screen menu and pressing play -- it's that easy. Customers control what they watch and when with VCR-like features such as play, fast forward, rewind, stop, save and resume, so they won't miss a single moment.
"Consumers today demand greater flexibility and a choice when it comes to watching their favorite programs," said Dawn Callahan, Senior Director of marketing at Time Warner Cable. "On Demand gives them an edge over other services because it delivers the most entertainment options." With Cable On Demand, viewers have access to several hundred hours of entertainment, including premium channels and programming not available on regular TV.
Without leaving home, movie buffs have access to a virtual video store filled with time-tested movies, indie and cult classics, recent hits, dramas, comedies and action films right at their fingertips.
"We want our customers to experience the excitement and flexibility that our Adelphia OnDemand service offers," said Mariann Belmonte, Vice President of Marketing and Sales for Adelphia. "And only cable companies can offer true OnDemand service, while satellite can't."
Cable On Demand Consumer Sweepstakes
To help launch On Demand in Los Angeles, cable companies, studios and networks are kicking off a consumer sweepstakes to help educate Los Angeles residents about this hot new way to watch TV -- and you won't believe the prize.
Supported by advertising, radio promotions and public relations efforts, the sweepstakes offers one lucky Angeleno the opportunity to win the "Cable On Demand Ultimate Premiere Party." The winner will be whisked away to the ultimate house party in a luxurious home in the exclusive Hollywood Hills. The winner and their closest friends will be treated like stars -- complete with limos, fine food and drinks and Cable On Demand.
From now until April 29, residents of the Los Angeles metropolitan area can go to www.LaOnDemand.com,
correctly answer five Cable On Demand trivia questions, and be entered into the sweepstakes to win the "Cable On Demand Ultimate Premiere Party." For a complete list of rules or to enter, visit www.LaOnDemand.com.
Cable On Demand is sponsored by several top entertainment companies, including Adelphia, Buena Vista Pay Television, Comcast, Discovery, E! Networks, HBO, HereTV, In Demand, Lion's Gate, MGM, MTV, New Line, NFL Network On Demand, Paramount Pictures, RipeTV, Scripps Networks, Sony, Starz, Time Warner Cable, TV Guide, TVN Entertainment, Twentieth Century Fox, NBC-Universal and Warner Home Video.
For more information about digital cable or to find a local provider, log on to www.onlycablecan.com
or call (877) ONLY-CABLE.
(1) - VOD: Targeting Users to Enhance Revenue Opportunities. Distributed bu Jupiter Research. (December 2004)
(2) - Consumer Opinions in Four VOD Markets. Distributed by the Leichtman Research Group. (December, 2004)