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Cable Technology Feature Article

May 14, 2010

Time Warner Cable to Help Verizon FiOS TV in Selling Television Advertising

By Raja Singh Chaudhary, TMCnet Contributor

Time Warner (News - Alert) Cable, a cable operator in the U.S. that offers connectivity and entertainment services to its customers through its technologically advanced, well-clustered systems located in five geographic areas, has announced to enter an agreement with Verizon (News - Alert) Communications Inc., a company that delivers broadband and other wireless and wireline communications services. According to the new partnership, Time Warner Cable's Media Sales group will sell regional television advertising in the New York City, Los Angeles and Dallas markets on behalf of Verizon FiOS TV. Additionally, TWC Media Sales will now also sell ads across over 50 popular ad-supported cable networks like TBS, USA and ESPN (News - Alert) HD.

At present, Viamedia, Inc. is Verizon's ad sales representative in these markets, and the company will manage the integration process and until the integration process is complete, will continue to represent all FiOS (News - Alert) TV advertising business in these markets. After TWC Media Sales will take over the process completely, Viamedia will manage Verizon's relationship with its interconnects on behalf of the company, and will also keep representing FiOS in these markets for all local zone advertising sales. Multi market buys on both the Time Warner Cable and FiOS TV services for national advertisers will be managed by NCC, a U.S. based spot cable sales organization.

In the words of Joan Gillman, President of Time Warner Cable Media Sales, advertising partners of the company look towards it to improve the process by adding reach and enhancing their ability to connect with their customers using the very latest advanced advertising features, and this agreement accomplishes these objectives and makes Time Warner Cable Media Sales the go-to option in three of the top ten markets in America.

According to Richard Williams (News - Alert), Executive Director of Advertising Sales at Verizon, this arrangement with Time Warner Cable Media Sales helps to make doing business with Verizon even easier for advertisers, and as the company continues to plan for more advertising opportunities on FiOS TV, partners like this will help it to provide advertisers with a simple way to reach its customers.

Gillman noted that Verizon is excited to provide its regional advertising partners with a simple and easy way to increase their reach, as this agreement is a continuation of Verizon's strategy to provide the most advanced video advertising solutions across the largest footprint.

Previously this month, Time Warner Cable announced  that the company will showcase its new Connect a Million Minds or "CAMM" application for the television at the upcoming Cable Show in Los Angeles.

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

Edited by Patrick Barnard