Why did a big cable company go with the ‘K’ and the ‘C’ to market their service?
- by admin
On Thursday, The New York Times published a story on the cable giant Cablevision, which had opted to use the K and the C suffix to sell its service to consumers.
According to The Times, the cable company had been struggling with subscriber declines in recent years.
In the story, the paper said that Cablevision had begun marketing its service as K-2, K-3 and K-4, and it had been losing subscribers to the K-1 and K2 suffixes.
But that was not the only thing the company had tried to do to sell the service to its subscribers.
The paper reported that the company decided to adopt a “tactical” approach to try and gain more customers.
It said the tactic involved a series of “strategic changes” to its marketing campaign.
Cablevision’s strategy was to go for the “K” suffix and try to attract consumers who were “unlikely to purchase a traditional TV service,” according to the paper.
“To do that, Cablevision changed its marketing strategy by rebranding its cable-TV service to K-series, K1-series and K3-series.
The strategy, the company said, was aimed at attracting more customers who were likely to opt for a traditional television service,” the Times reported.
The strategy was successful.
In the year that ended June 30, 2017, the total number of cable customers increased by 1.5 million, or 14%, from the year before, according to an analysis from research firm Kantar Worldpanel.
But the company was not without its problems.
According to a study released in March, CableVision had lost nearly 1 million subscribers in the first quarter of 2017.
It reported that it lost about 1.6 million subscribers last quarter.
And as of the end of June, CableVac’s net loss was $1.8 million.
To put those losses into perspective, Comcast, which also has a cable-based service, lost $7.5 billion in the same quarter.
The strategy also didn’t help Cablevision’s bottom line, The Times said.
During the quarter, Cable Vision reported net income of $724 million.
The company earned $539 million in operating income.
This quarter, the net loss is expected to be $1,813 million.
It is expected that Cable Vision will also be hit by a number of charges, including $3.2 million in interest and other charges, the Times said, adding that this was not due to the new technology.
However, The paper did note that CableVAC had recently announced that it would be buying Time Warner Cable, the parent of CNN.
On Thursday, The New York Times published a story on the cable giant Cablevision, which had opted to use the…
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