One of the great mysteries of the cable television business is content. For an independent telephone company with little experience in this area, the acquisition and marketing of programming can be a daunting task. Even for those telcos that offer cable television programming via subsidiaries, it is often difficult to get the attention of the programmers and other content licensors since they are often focused on the larger MSO accounts.
The Fall 2003, Independent Telco Video Content Conference will help the independent telco unravel the mystery of cable television content, while providing a forum for independent telcos to exchange ideas as to effective marketing and promotional techniques. This conference is also a chance for the independent telcos to show the content producers their unique needs and their collective nationwide presence.
Building upon the success of the iTVcc, this conference promises even more timely sessions and topics that will include discussion of on-demand content, gaming, advertainment, HDTV, regulatory aspects of the triple play, digital rights management and case studies of telcos that have successfully deployed advanced broadband and video services. :
All West Communications has used just about every possible technology — from Hybrid Fiber Coax to ADSL to VDSL to FTTH — to give their customers the combined triple play of voice, video and data. But through it all, it is the attention to the needs of their customers that has helped this independent telco quickly become cash-flow positive, even as they implement new services such as video on demand. This presentation will review the secrets of their success.
Just like the mall, an interactive television provider needs content from well known, national brands that will draw people into the array of programming they offer. These anchor tenants of content are a critical element in creating the perception that an independent telco is a purveyor of quality, Hollywood-style entertainment.
This session will feature the viewpoint of Warner Home Video, one of the major Hollywood studios and what they require from a world that has moved from VHS and PPV to DVD and VOD.
Each year, thousands of titles are produced in Hollywood and around the world. In one sense, access to content is easy. The challenge is creating a package that is compelling enough for consumers to access month after month. Bruce Eisen of CinemaNow will discuss the techniques they use to keep their service fresh and relevant to their expanding customer base.
Bundling different services, such as telephony, Internet and video, works. Why not bundle packages of video services within the same charge. Well, this is exactly what proponents of Subscription Video On Demand and "Free on Demand are proposing. And it is working. Hear the viewpoints of networks as well as the operators as to how these services positively change customers' television viewing behaviors, while reducing churn.
This presentation will discuss
If you are going to provide cable services, you will need a franchise from your local government - or do you? This session will explain the basics of the local franchising process and then explore alternative methods of weaving through the local and federal regulatory maze to provide video services without the need for a local franchise.
In this age of peer-to-peer networks and the concerns about the illegal pirating of music and other files, could your telco be inadvertently not paying its dues? ASCAP, BMI, SESAC, acronyms for PROs (performing rights organizations), ensure their writer/musician members are paid for their work. Whether you are providing ISP services, plan on offering local ad insertion or will be serving commercial properties (e.g. hospitality), this will be a topic of interest. This session will feature an expert from ASCAP provide an overview of the performing rights concept and discuss the various licensing requirements.
Like the low rumble of a freight train in the distance, HDTV is coming. This session will address the content, regulatory and technical considerations of HDTV. This is a must-see session for an offering that will soon become a must-have feature.
Protecting digital content assets is the most important issue that multimedia content owners face in today’s digitally networked world. Understanding these issues and implementing appropriate controls in planning telcoTV networks are critical to obtaining desirable content and in growing a successful business.
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This presentation addresses the issues that providers face, and includes recommendations for middleware feature support, backed by technical data and industry analysis. Service providers are faced with increasingly more complex implementation issues, and are now looking for technology that enables their existing operations and provides integration assurance of a working end-to-end system. Middleware is best suited to meet these demands, because it has evolved from supplying software-only applications to enabling entire operating systems for video deployments.
Why make your customers explicitly shoulder all of the costs of your network? Since the last century, broadcast television and radio have primarily been supported by advertising, not subscription. This session will look at ways even a small operator can benefit from advertising on their system. This session will provide three very different view points of potential ways operators can “monetize” their assets by including various forms of advertising. This subject will explore this topic from the national advertiser viewpoint, the mechanics of what is required for local ad insertion and, finally, possible ways to tap into the huge gaming market, which, at over $9 billion in revenue is larger than theatrical box office for major motion pictures. This session will provide insight as to how telcos can both grow their revenue and subscriber base.
These case studies will feature a variety of independent telcos that have deployed systems within and outside their traditional exchange areas using various network topologies, including ADSL, VDSL, HFC and FTTH. They will discuss their platform choices and marketing strategies and tactics for success in the face of formidable competition.
Horizon View, a subsidiary of Horizon Chilicothe Telephone, is a triple play pioneer that has been offering voice, data and video for over two years now. Karen McKee will discuss why they added video services, how well these services have performed and whether or not they would make the same decision given their experience to date. McKee will also provide insight into some of the innovative ways that Horizon differentiates some formidable competition.
This focus of this topic will be a discussion of the results of two year test of CLEC deployment in St. Peter, MN, a small rural community. Specifics to be discussed include the benefit of the triple play on market penetration, revenues and customer retention.
Tired of relying on others for content? Why not create your own? Local content may be the "killer application" for video-on-demand as well the differentiator need to effectively compete with cable and satellite competitors. This presentation will discuss the mechanics of local content, especially as it relates to ad insertion and the revenue generating opportunity that exists in advertising sales -- both traditional cross-channel and some of the new horizon interactive advertising technologies. Further, this presentation will focus on the process of content creation, marketing techniques and what the future holds in store for this truly unique content approach.
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