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Cable Technology Feature Article

March 02, 2010

Over 50 Million Households Subscribe to TV One Network

By Madhubanti Rudra, TMCnet Contributor

When it was launched back in 2004, it was meant for the African American families. Six years in business and TV One is a household name for 50 million subscribing families in the US.

According to the March 2010 Nielsen universe estimates, the entertainment and lifestyle network is currently available in 50.1 million U.S. households. When the network was launched on January 19, 2004, it was available in 2.2 million households.

TV One has always been associated with broad range of real-life and entertainment-focused original programs, classic series, movies, and music designed to entertain, inform and inspire a diverse audience of adult African American viewers.

In recent times, TV One subscriber base significantly grew beyond the strict racial boundaries of African American households. In a release, TV One President and CEO Johnathan Rodgers attributed this accomplishment to the distributors, who played key role in helping TV one market grow beyond African American community. 

“At a time when distributors are extremely selective about launching linear networks, we applaud our distribution partners for recognizing the quality and value in TV One and its programming,” Rodgers said. “We are particularly pleased that distributors are recognizing the value of diversifying their lineups and adding TV One beyond the markets that have a traditionally high percentage of African American households.”

The expansion of TV One’s customer base beyond 50 million marks is a direct consequence of the network’s chain of launches in the recent times. TV One’s recent launches include Cox (News - Alert) Communications in Phoenix and Tucson, AZ; Bright House Networks in Bakersfield, CA; Insight in Lexington, Covington, and Bowling Green, KY and Evansville, IN; Time Warner (News - Alert) Cable in Syracuse and Green Bay, WI; Mediacom in Valdosta and Columbus, GA; St. Croix Cablevision and Innovative Cable in the U.S. Virgin Islands; Metrocast in St. Mary's, MD; Suddenlink Communications in Ruston, LA; and TV Maxx in Houston, TX.

In December 2008, the company launched TV One High Def, which now serves more than 5.5 million households.

This has been possible simply because the distributors are convinced about the value of the network’s superior contents, which allow the distributors introduce new digital products to their customers, and add value to their services.

“We've been successful expanding into new markets because with TV One, we not only offer quality content, we also provide customized local marketing programs to connect the extremely valuable African American adult consumer and our distribution partners.”

In the release, Michelle Rice, executive vice president of affiliate sales and marketing said “Our non-linear content, such as VOD and broadband content, as well as our TV One High Def channel, allows distributors to market new digital products and create value among this audience.”

Madhubanti Rudra is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Patrick Barnard