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Cable Technology Feature Article

March 02, 2012

CTAM's Initiatives Deliver Excellent Results

By Rahul Arora, TMCnet Contributor

Cable & Telecommunications Association for Marketing’s (CTAM) Board of Directors recently announced in a press release that its initiatives have been able to deliver admirable results within the first year of their launch.

CTAM launched various initiatives last year following its “going-forward strategy”. One of its initiatives, Movies On Demand marketing, saw great increase in its usage among digital cable subscribers. According to the latest figures, users spent $7.71 in an average week, which is an encouraging number.

Also, the CableMover program – another initiative from CTAM – welcomed 1 millionth unique user on its website in the fourth quarter of 2011. The program has already served 1.8 million customers. Moreover, Insights and CTAM in New York conferences received an 8.2 rating in customer satisfaction – the best in the last five years.

The other initiatives, like CableMover Hotline, Advanced Cable Solutions Consortium, Business Services Council, CTAM Wired Executive Innovation Series, and Cable Executive Management at Harvard Business School (also known as CTAM U.), also delivered excellent results.

“The CTAM Board mobilized in 2011 to directly impact business performance, define issues and align solutions, and provide high-level knowledge services for individuals,” said Char Beales, president and CEO of CTAM. “These year-end results prove that by working together, the industry can accomplish significantly more than one organization can on its own.”

Through its initiatives, CTAM was able to deliver tools to help grow cable’s business services sector. Also, it was able to reach out to nearly 30,000 SmartBrief readers, and provided them the information and ideas by conducting Wired webcasts, Pulse (News - Alert) research reports and other ways.

In other news from October 2011, data released by CTAM from a recent study the organization commissioned from Nielsen, “Roadmap to Video Apps (What Makes Viewers APPY?),” showed that video apps such as YouTube (News - Alert) and iTunes are significantly more likely to be used on mobile devices such as the iPod Touch, smartphone or tablet (67 percent and 41 percent via mobile vs. 54 percent and 33 percent respectively via in-home devices such as internet-connected TVs, internet-connected video devices and gaming consoles).

Edited by Jennifer Russell

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