Cable's Gen Next

Curry, Sheree R.
December 1999
Advertising Age;12/6/1999, Vol. 70 Issue 50, ps24
Trade Publication
This article focuses on the Web strategy of cable television (TV) networks as of December 6, 1999. During the past two decades there were barely 30 cable networks in 23 percent of television households. By the end of 1999 there will be 185. One way many planned or recently launched cable networks are trying to stand above the rest is by integrating the TV programming with content on their Web site. Networks immersed in convergence include Health Network and ZDTV, a technology-focused operation created by computer magazine publisher Ziff-Davis. A Web strategy is extremely important for cable networks in building brand awareness and loyalty. A channel can still succeed without a Web site based on its on-air positioning and programming, but a strong Web strategy will enhance that. INSET: Networks stretching for a niche.


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