Over 1.7 Million Served by the Cable Mover Hotline

CTAM, HGTV Partnership to Continue in 2009

(Alexandria, VA – April 02, 2009) CTAM reports that the Cable Mover Hotline®-- the cable industry’s nationwide toll-free system making it simple for movers to order cable for their new address -- received more than 1.77 million calls in 2008. When compared to 1.79 million calls in 2007, the effort impressively maintained the high volume during the 2008 housing crisis. In its first full year of operation, 2004, the Hotline received over 718,000 calls.

The Mover program is also supported through national public relations activities in partnership with Scripps Networks’ HGTV. This partnership, which contributed to the program’s success in 2008, will continue in 2009.

The Cable Mover Hotline® was developed and established by CTAM in 2003, at the request of member cable companies seeking to retain their customers when they move – a time when they are most likely to reconsider all of their products and services. The Hotline, which is powered by CableLabs’ Go2Broadband service locator, allows customers who are disconnecting their current services to establish new services with the company that provides them to the next home in a single step, using either the toll-free number or the Cable Mover Web site. The initiative also includes a Webcast and training for customer service representatives on the importance of retaining customers. Eighteen of the largest cable companies are involved in the Hotline.

In 2008, public relations activities garnered more than 126 million earned media impressions, exceeding the healthy goal of 60 million. A variety of tactics were used to increase awareness of the program including syndicated columns and advertorials, live and recorded television and radio interviews, a mover survey, and social media engagement, including a YouTube video.

A key element in the project’s success was utilizing popular HGTV talent like Kendra Todd in 2007 and Clive Pearse in 2008 as the Hotline media spokesperson. Pearse, who is the host of “Designed to Sell” and “Design Star,” appeared in news interviews across the country to promote the service.

“We believe that HGTV’s popularity and their successful talent greatly raise the Cable Mover Hotline’s visibility and help to make it memorable to viewers,” said Char Beales, CTAM president and CEO.

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About HGTV
HGTV, America’s leader in home and lifestyle programming, is distributed to more than 97 million U.S. households and is one of cable’s top-rated networks. HGTV’s website, HGTV.com, is the nation’s leading online home-and-garden destination that attracts an average of 5 million unique visitors per month.

CTAM, the Cable & Telecommunications Association for Marketing, is dedicated to helping the cable business grow. As a non-profit professional association, CTAM provides marketing education and networking opportunities to more than 5,500 members, through conferences, consumer research, publications, www.ctam.com, a network of regional chapters, and the CTAM Executive Management Program at the Harvard Business School. CTAM also facilitates unified, national cooperative marketing efforts on behalf of its corporate members, such as the Cable Movers Hotline (SM), Business Services Initiative, and On Demand Consortium. Consumers can learn about cable's advanced services and see offers from their local providers at the CTAM-supported www.ThisIsCable.com (SM).

Contacts: Diana Cronan, CTAM, Director, Communications and Media Relations, 703.837.6575, diana@ctam.com

Melissa Lee, CTAM, Communications Coordinator, 703.837.6577, melissa@ctam.com

201 North Union Street, Suite 440 - Alexandria, VA 22314
p.703.549.4200 - info@ctam.com

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