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Cable Technology Feature Article

March 08, 2010

Charter Deploys Commercials Created Online to Promote High-Speed Internet Campaign

By Raja Singh Chaudhary, TMCnet Contributor

Charter Communications (News - Alert), Inc., a provider of broadband communications and cable services in the United States, has announced that it has increased its Internet download speeds on the Charter Internet Express and Charter Internet Plus tiers.

Additionally, it also plans to increase both the upload and download speeds on the Charter Internet Max tier, at no additional cost to customers.
Recently, Charter added PowerBoost feature to its internet services, which enables a temporary extra burst of speed during downloads, when network capacity is available. It offers the customers improvements with increasing upload and download speeds.
Apart from it, the company has introduced a number of upgrades to its Internet speeds, which include Charter Internet Express having download speeds up to 8 Mbps, which were previously up to 5 Mbps, and upload speeds up to 1 Mbps. Charter Internet Plus now offers download speeds up to 16 Mbps that were previously up to 10 Mbps, and upload speeds up to 2 Mbps. At the same time, the Charter Internet Max plan now provides downloads up to 25 Mbps, previously up to 20 Mbps and upload speeds up to 3 Mbps that were previously up to 2 Mbps.
In order to promote its broadband and cable services, the company has created its all new “Fast Free” commercials, which will go on air soon. In this campaign, Charter chose to let consumers show what it means to them instead of defining what the “upgrade” means for the company.
For producing the new commercials, Charter used its own Internet technology to cast, create and direct three commercials.
The directors leveraged web cams to shoot customers in the comfort of their own homes, sharing how they feel about their faster Internet speeds. According to Judy Wu, senior director of customer marketing for Charter, the company aimed at providing a personal punctuation on what faster Internet means to its customers.
Debra Leigh Robitaille, a Charter customer who appeared in one of the commercials commented that having a chance to participate in the Charter commercial was a terrific experience, and for the families whose members live all over the country and travel a lot it enables a real-time video chat no matter where in the world they are.
In the words of Jenny Rich, another Charter customer, “I had a blast shooting the commercial. As for my Charter Internet, it’s fast, reliable and makes things like downloading, chatting, streaming radio and watching videos all easy. Instead of waiting for things to download, I can get to the fun stuff faster.”
In October, Charter Communications announced a new PowerBoost technology that temporarily increases Internet download speeds to enable faster downloads along with a more rapid page-loading process.

Raja Singh Chaudhary is a contributing editor for TMCnet. To read more of Raja's articles, please visit his columnist page.

Edited by Marisa Torrieri