Cable Technology Feature Article
'Watch to Win' Campaign to Encourage Use of VOD Platform
By Mini Swamy, TMCnet Contributor
The Watch to Win category features three high profile movies, which fall in the free On Demand category. When viewers at any participating operator watch a free On Demand movie trailer from the Watch to Win category, they will be automatically entered to win. The movie trailer will have to be viewed between March 23 and April 26, 2010.
Service providers such as Charter Communications (News - Alert), Suddenlink Communications, and Mediacom Communications will be associated with this campaign. This 'Watch to Win' promotion will be available to viewers in nearly four million households, and will appear as a folder on operators' VOD menus.
As the name of the campaign suggests, there will be prizes, which can differ from operator to operator and can include an HD 'bundle' that includes an HDTV set, home-theater system and installation, and one year of complimentary digital cable service.
Avail-TVN affiliates are being offered the 'Watch to Win' promotion as a turnkey solution to increase buy rates and encourage the use of the VOD platform.
It was found that in previous promotional campaigns, the movie titles that were included performed about 82 percent better for affiliates who participated in the promotion. In addition to managing the promotion, Avail-TVN provides affiliates with marketing creative including a sweepstakes cross-channel spot, barker support and Web materials.
'Increasingly, consumers have the movie store in their house,' Brian Matthews, Avail-TVN's chief marketing officer, said, ' and added that Avail-TVN's 'Watch to Win' promotion complements the industry campaign 'The Video Store Just Moved In' to drive consumer awareness of the latest new releases, with the greatest convenience and quality.
Affiliates that participated in previous 'Watch to Win' campaigns saw an increase in movie buy rates among current and new users of VOD, even beyond the titles included in the promotion.
The aim of the campaign is not only to help boost purchases of the three promotional titles, but also to encourage and increase drive usage overall.
Over 200 providers, including every major movie studio, premium and basic cable television network, broadcast television networks, as well as providers working only in' On Demand,' have contributed movies and as a result of this, Avail-TVN has over 8,000 hours of video on demand programming.
The Avail-TVN platform is open, advanced technology, offering the most comprehensive, end-to-end solution for licensing, managing, distributing and marketing linear and on-demand content to virtually any platform today and is extensible to support the new services of tomorrow. Itis working with every major studio and television network, and the company offers a full content line up of encoded live programming as well as video on demand content in various MPEG formats
Mini Swamy is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.
Edited by Patrick Barnard