Powers of Attraction

Donohue, STeve
September 2004
Multichannel News;9/27/2004, Vol. 25 Issue 39, special section p26A
The article reports that marketers at Time Warner Cable Inc. turned heads in November 2002 when the company announced a unique initiative with Pioneer Electronics Inc. The Pioneer-Time Warner Cable pitch to consumers: Buy a Pioneer high definition (HD) TV set and get a $500 cash rebate plus six free months of Time Warner's HD programming package. It marked the first time that a major cable operator had teamed up with a consumer electronics vendor to market a video-program service in a campaign, and it also gave Time Warner a presence at national retailers such as Best Buy.


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