CTAM believes in the power of collective impact. By driving collaboration on board-directed priorities, together we deliver results that benefit the industry, support each member company and enhance individual knowledge on important trends.

2020 Business Priorities

Business Services

Supports MSO commercial services double-digit growth through the delivery of best practices, education, increased customer awareness and sales support, as well as position cable as a national competitor to the vertical and enterprise market segments. Click here for more info.

Key Focus

  • Exploring new B2B partnerships and markets
  • Expand sales agent and partner programs to drive incremental business for MSOs
  • Meet or exceed the 2019 results of BusinessServicesConnect.com, a service that connects cable services with all verticals of business.
Jennifer Ingram
Jennifer IngramChair
Vice President, SMB Marketing,
Charter Communications

CTAM Lead

Todd Esenwein
Sr. Director, Business Services

Participating Companies

Content Discoverability

A specialized group of industry executives sharpen methods that increase content discoverability thorough metadata practices in a world of search, recommendation, algorithms and voice assistants. Click here for more info.

Key Focus

  • Educate stakeholders about consumer content discovery behaviors and technology influences (voice, search tools, etc.) through relevant research studies.
  • Identify best practices for metadata management to strengthen viewer search and navigation results.
  • Develop a first-of-its-kind visualization of the metadata flow and supply chain to represent the complexity of the process in order to
    • Educate internal teams and external partners engaged in this business function
    • Stimulate process efficiencies, reduce potential error vulnerabilities and influence consistent metadata management practices across platforms

CTAM Leads

Angie Britt
Senior Vice President, Advanced Products
Ken Leonardo
VP, Marketing

Participating Companies

60% of online conversations about pay TV service are devoted to cord cutting

I.E. Network Audience Intel, Aug / Sept 2018

Industry Positioning

Cord Cutting Mitigation

Now in its third year, this collaboration is a long-term effort to positively shift consumer perceptions of our industry. Through extensive research, we’re executing against what we learned would change consumers’ minds – from product road maps to a messaging framework for marketers and communicators. Click here for more info.

Key Focus

  • Mitigate the impact of cord-cutting
  • Develop a top-of-the-funnel, targeted, digital/social content strategy that taps into influencers
  • Craft content based on authentic stories that educate consumers about hidden cons of cord-cutting and emphasize need for Gigabit speeds, if consumers choose to cut the pay TV cord
  • Engage the mover population, as they are at highest risk of cord-cutting
  • Tap influencers in the story-telling and create a variety of content
  • Deploy paid and earned digital/social channels to become part of the cord-cutting conversations at decision-making moments

Advisors

CTAM Lead

Mark Snow
SVP & General Manager, Consumer Marketing and Insights

Participating Companies

Every year more than 13 million US households move and nearly 50% of all residential connects result from moving

Smart Move

Mover Program

Drives mover leads to member companies and develops best practices for mover marketing in order to advance our collective understanding of the mover landscape through an annual research study. Click here for more info.

Key Focus

  • Generate over 7 Million high-quality mover leads
  • Leverage the industry’s combined knowledge and expertise to develop best practices
  • Expand our understanding of mover needs and behaviors with original primary research

Co-Chairs

CTAM Lead

Mark Snow
SVP & General Manager, Consumer Marketing and Insights

Participating Companies

Piracy and Password Sharing

Reduce financial impact by identifying behavioral drivers, aligning tactics with other organizations, and establishing communications framework to inform and educate. Click here for more info on piracy or for more info on password sharing, click here

Key Focus

  • Understand the sources of information for pirated content and their marketing methods
  • Identify influencers outside the ecosystem to serve as anti-piracy advocates
  • Develop a unified communication framework and messaging map

Advisors

CTAM Lead

Angie Britt
SVP, Advanced Products

Participating Companies

​For more information on these business initiatives, drop us a note