SUCCESSFULLY MARKETING TELEVISION ON DEMAND

摘要

Now that Television On Demand is successfully being deployed, there is still a need to raise consumer awareness and combat confusion among other digital offerings such as HDTV, PVRs and DVD. Some indusrry players have suggested that cable launch an industry-wide "Got VOD?" type of campaign, emulating the effective "Got Milk?" campaign organized by the dairy industry in recent years. Orhers are not so sure rhat a generic marketing effort will do much to spur VOD's growth. "The need is clearly there for generating awareness of VOD's availability and to help generate initial trial usage," says Steve Necessary, president of VOD for Concurrent Computer Corporation. "That trial usage does not have to be on a revenue-generating basis, as free content is a great way to get a trial going. That's how you build a groundswell of interest on a local basis."