Recalling a Year of Pricing Expensively

Gibbons, Kent
August 2006
Multichannel News;8/21/2006, Vol. 27 Issue 33, p22
The article discusses the marketing strategy employed by Continental Cablevision Inc. Continental's Highway 1 service was priced for $49.95 which was about $10 or $15 more than the other pioneers designed to last about a year. Marketing executive Bruce Leichtman described their strategy as classic skimming. He further states that it helped establish that people would pay a cable company $40 or even $50 for higher-speed data connections at a time when more than half of consumers were not even going online.


Related Articles

  • Cable, stations nearing deadline. Harrison, Kimberly P. // Crain's Cleveland Business;9/13/93, Vol. 14 Issue 37, p1 

    Reports on the attempts of Cleveland's local cable operators to beat the deadline on getting permission to retransmit signals from local broadcasters. Cable Act of 1992; Compensation of broadcasters; Retransmission consents obtained by Continental Cablevision of Ohio Inc.; WKYC-TV's demand for...

  • Cable firm wants to expand.  // Crain's Detroit Business;4/24/95, Vol. 11 Issue 17, p31 

    Reports on the purchase of cable television stations in Michigan by Continental Cablevision Inc. as part of its expansion plans.

  • Megs per second.  // New Hampshire Business Review;04/25/97, Vol. 19 Issue 9, p16 

    Reports that Continental Cablevision Inc. is testing a television cable access to the Internet which will be offered to New Hampshire areas. Features of the technology; Costs for cable TV subscribers.

  • Time Buy on Trio's Side in Philly. Umstead, R. Thomas // Multichannel News;11/18/2002, Vol. 23 Issue 46, p8 

    Reports that arts network Trio has bought a 90-minute block on Fox Broadcast Network's Philadelphia affiliate. Programs that Trio will air during the slot on December 14, 2002; Advantages of airing the programs to Trio; Purpose for which Trio will screen a toll-free number during the slot;...

  • 'The island' goes global. Brech, Poppy // Marketing (00253650);10/31/2002, p18 

    Reports on the marketing strategy of Qatar-based Arabic television channel, Al Jazeera, which has emerged as a serious player on the global media stage. Viewership of the channel in Great Britain; Revenue sources of the channel; Benefits of broadcasting Al Qaida chief Osama Bin Laden's tapes to...

  • Influencing Influencers. Donohue, Steve // Multichannel News;2/6/2006, Vol. 27 Issue 6, p29 

    Focuses on the marketing campaign launched by the National Cable & Telecommunications Association in the U.S. Reason for launching the campaign; Information on the marketing campaign; Advertising agency hired by the organization to develop its campaign; Legislative issues in the Congress facing...

  • In search of incremental revenue. Williams, Andy // Telecommunications - International Edition;Jan2002, Vol. 36 Issue 1, p27 

    Focuses on the struggles of telecommunication companies in Great Britain. Increase in the demand for cable television; Stiffness of the competition in the telecommunications market; Comparison on the business performance between telecommunication companies and cable companies. INSET: SME focus..

  • Cable's Expanding Role in Telecommunications. Hodes, Daniel; Duwadi, Kiran; Wise[*], Andrew // Business Economics;Apr99, Vol. 34 Issue 2, p46 

    Studies the role of the cable television industry in telecommunications. How the industry can realize its potential; Status of the industry in the video programming delivery market; Importance of the proposed AT&T-TCI merger.

  • Programmers have new suitor: Telcos. Brown, Rich // Broadcasting & Cable;12/5/94, Vol. 124 Issue 49, p10 

    Focuses on the integration of telecommunication companies and the cable television industry in the United States. Programming services; Direct broadcast satellite business; Cable networks; Growth of cable television forecasted for 1995.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics