Cable Technology Feature Article
March 23, 2009
Showtime Networks Intros Interactive Television Marketing Application
By Rajani Baburajan, TMCnet Contributor
Showtime Networks, owner and operator of premium television network Showtime, has announced an advanced interactive television (ITV) marketing application, which the company describes as “an application that is transforming the way premium channels are marketed and sold.”
Using ITV, Showtime’s new marketing application brings together long form marketing video, remote ordering and free full-length episodes of Showtime programming in an easy to use interface, company officials said.
The new application allows users to access custom video segment, which communicates the full value of a Showtime subscription including original series, movies and sports as well as high definition and on-demand. The important feature of this service is its speed and ease with which viewers can order Showtime and upgrade to Showtime.
Showtime marketing application is highly flexible and consists of a set of templates that can be updated dynamically. Using these templates, network and operator partners can update their content to support different types of marketing and acquisition campaign.
The application’s backend ties into an operator's billing system, so accurate pricing is displayed and orders take place in real time, officials said.
Showtime is platform agnostic, so its marketing application can be developed for different ITV platforms for cable, satellite and telco operators. Some of these include OpenTV (News - Alert), EBIF, and ActiveVideo.
The EBIF version of the application is being developed itaas. It allows interactive functionality of the new application to reach viewers on both legacy and next-generation set-top boxes from Cisco and Motorola (News - Alert).
Showtime is currently working with Verizon FiOS TV to deploy the marketing application. “Showtime 's innovative approach to marketing using ITV will give our customers even more ways to interact with FiOS (News - Alert) TV by giving them an easy way to learn more about SHOWTIME and sign up using their remote control,” said Joe Ambeault, director of video product development for Verizon (News - Alert).
“Working closely with our operator partners, we're empowering customers to sample and order Showtime right on the TV,” said Robert Hayes, senior vice president, general manager of Showtime Digital, in a statement. “This self service approach is a win-win for everyone involved. The viewer can sample our hit programming, while the automated approach generates additional sales and reduces call center expenses for the operators.”
Showtime will demonstrate the application at the upcoming NCTA (News - Alert) Cable Show in Washington, D.C.
Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.
Edited by Tim Gray