November 18, 2008

Networks, MSOs Partner on DTV Ads

In an effort to support cable companies in educating customers about the upcomingbroadcast DTV transition, 23 networks have produced cross-channel spots and made them available to cable companies at no cost. The initiative has its roots in the CTAM DTV Transition Council and the CTAM MSO Co-op, where cable executives shared their customer communications challenges and content providers stepped up to help solve them.

While each network group made the spots available on their affiliate Web sites, the Comcast Media Center stepped up to provide a centralized and "green" solution. Last week, the CMC's Advertising Distribution Network (ADN) launched the CTAM DTV Transition Media portal, which means one-stop shopping for participating cable companies to access the full complement of both taggable and customized creative produced by all participating networks. ADN is providing tapeless, hi-res downloads and electronic fulfillment at no cost to either the networks or the cable companies.

In other DTV transition news, Comcast, together with Time Warner and Charter Communications, is leading an effort to launch a public service announcement (PSA) campaign featuring 21 leaders from the Congressional Asian Pacific American Caucus, Congressional Black Caucus and Congressional Hispanic Caucus. The PSAs will air across the nation through Feb. 17 to educate consumers about the transition and encourage them to take action.