Courting Niche Viewers

摘要

After three years in the U.S., TV5-the French-focused cable channel-has found the perfect way to entice subscribers: buy them a gourmet dinner and teach them French. Partnered with Time Warner, the channel offered free dinners at 10 of Manhattan's top French restaurants to 50,000 upscale digital subscribers as a reward for signing up. A similar TV5 mail campaign conducted with Adelphia in Beverly Hills, Calif., in November and December offered an estimated 65,000 digital subscribers eight weeks of free French lessons. TV5's marketing effort paid off. Working with cable partners Time Warner, Adelphia and Cox, it averaged a 1% conversion rate-a combined total of 5,000 new subscribers.