CTAM Launches Consumer-Focused TV Everywhere (SM) Awareness Communications Strategy


​Builds on Foundation of Industry-wide Commitment to Delivering on the Value Proposition

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(National Harbor, MD – December 7, 2014) CTAM announced today that it has launched a consumer awareness communications tent-pole initiative, outlining the significant benefits and value proposition of TV EverywhereSM (TVE) to a broad audience, using social and earned media channels. The core messaging emphasizes the ease of the sign-in process to verify customer status and clarifies the how’s of accessing available content earlier than other online and mobile offerings. The strategy illustrates the value of TV Everywhere, with access to popular television content, such as series, sports, news and events, live and on demand, in or out of the home, all at no additional cost to the TV service subscriber.

The communications promote current TVE programs to encourage non- or infrequent users of APPs and websites to learn about how it works and what’s available. The approach brings TVE alive by showing consumers a variety of viewing possibilities, and promoting the breadth of popular content available today. This is illustrated with a “You Could Be Watching TV” theme (youcouldbewatching.tv) and #youcouldbewatchingTV hashtag.

“At the vanguard of this strategy was Fox’s ‘Stream It and Dream It’ sweepstakes promotion, wholly conceived by Fox Networks, and supported by all major distributors,” said John Lansing, president and CEO of CTAM. “We were thrilled that the timing of the Fox Networks’ TV Everywhere promotion aligned with the launch of our efforts. As a result, the CTAM-led tactics quickly garnered a unique reach of three million and 56 million total impressions, adding significant promotional value for Fox Networks and the other participating major distributors.”

CTAM is executing the outreach with The Lippin Group, who is working to educate consumers and promote available TVE content in mainstream TV and lifestyle sections, and targeted blog sites. To build a collection of current, approved promotional assets for media placement, CTAM has built a secure e-form that makes it easy for content providers and MSOs to participate.

“We set out at the beginning of the year to have a measurable impact on awareness and usage of TV Everywhere – and given this unprecedented industry participation and support, we have done just that,” stated Gemma Toner, senior vice president of business insights and strategy, Cablevision Systems Corporation, and CTAM chairwoman. “This initiative from CTAM, designed to drive usage and awareness among consumers, will help to elevate this product category now and into the future.”

The move signals a consumer marketing shift in the collaboration’s work, which represents all major programmers and cable companies and is led by the CTAM TV Everywhere Steering Committee. Earlier this year, a team of user interface experts developed a set of uniform user experience (UX) recommendations to deliver a consistent, best-in-class sign-in process, including customer support, FAQs, and unique considerations for children’s programming. The group’s work continues on the more complex UX issues through next year, such as persistent sign-in across network families, viewer recommendations, and unique needs of the Hispanic audience. Their work is closely aligned with OATC, CableLabs, Adobe Primetime,and other industry partners.

In parallel with the UX work, the marketing leaders further defined how the product category would be referenced, and established a cohesive messaging map to set a communications baseline across all of the industry’s TVE touch-points. It’s rooted in consumer research by HUB Research (see infographic), and set a long-term strategy for communicating the consumer value proposition. Notable for future marcom efforts, recent HUB Research revealed that 61% of millennials, potentially the industry’s toughest consumers, reported that access to TVE services made them feel more positive about the TV provider and 56% said the same about the network they’re watching.

The member companies will continue with unified, tent-pole marketing communications efforts through 2015, while at the same time, they are rallying to aggressively market their individual brands to respective customers and fans. CTAM will also present a TVE-focused executive panel at the Television Critics Association (TCA) Winter Tour in January, and has engaged in a partnership with the NCTA to deploy a pavilion at INTX (formerly The Cable Show), designed to build excitement about the growth of TV Everywhere throughout the entertainment industry.

The CTAM TVE recommendations, research presentations, internal communications presentations and infographic leave-behinds, as well as consumer marcom tools are available at ctamtve.com. To date, 23 member cable companies and content providers in the TVE space report adopting some to all of the sign-in and messaging recommendations, with an average of 52% against a goal of 75% by end of January 2015.

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For Media Inquiries

Mary Shaw
CTAM, Media Relations

Don Ciaramella
The Lippin Group for CTAM

About CTAM

CTAM, the Cable & Telecommunications Association for Marketing, is a non-profit, professional association with 80 corporate members, focused on driving business results through a mix of cooperative marketing, strategic collaboration, and education. The organization leads various national marketing initiatives, such as Cable Mover® and TV EverywhereSM, and enables the work of the Residential Products and Business Services Councils. In addition, CTAM delivers a highly-rated executive education series that includes its hallmark program, Cable Executive Management at Harvard Business School. The corporate website is www.ctam.com and CTAM news can be found on CTAM SmartBrief, LinkedIn and Twitter. ​​​

CTAM Launches Consumer-Focused TV Everywhere (SM) Awareness Communications Strategy
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