communicating video rate increases november 13, 2014 doug hull
TRANSCRIPT
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CommunicatingVideo RateIncreases
November 13, 2014Doug Hull
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OCTOBER
BUDGETS
RETRANS ELECTION
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NOTIFICATION
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JANUARY
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CommunicatingVideo RateIncreases
November 13, 2014Doug Hull
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It’s More ThanA Q4
Exercise
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CUSTOMER ENGAGEMENT
Do you know how they feel?
Do you know what they like?
Do you know what they want?
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CUSTOMER ENGAGEMENT
Survey
Tell us which channels you value. Tell us what channels you want. Tell us how we are doing.
Customer Care
Capture calls, emails, social comments
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CUSTOMER ENGAGEMENT Annual Survey
Answer Options Never RarelyOccasio
n FrequentVery
Frequent1WSB – ABC 3% 7% 19% 32% 39%2WAGA – FOX 4% 8% 20% 35% 33%3WXIA – NBC 4% 9% 22% 33% 32%4WGCL – CBS 6% 9% 24% 33% 29%5TBS 4% 10% 35% 30% 20%6A&E 5% 12% 28% 35% 20%7TNT 6% 10% 33% 30% 20%8Discovery 5% 13% 33% 31% 18%
9The Weather Channel 5% 15% 32% 28% 20%
10HGTV 11% 15% 24% 26% 25%11USA 7% 15% 32% 27% 19%12FX 10% 11% 32% 29% 18%13ESPN 15% 11% 23% 26% 24%14AMC 9% 14% 36% 24% 17%15TLC 8% 16% 37% 25% 14%16WATL – MyATLtv 10% 17% 34% 26% 14%17FOX Sports Network 17% 14% 26% 25% 18%18ESPN2 20% 15% 25% 22% 18%
19WPCH – Peachtree TV 12% 19% 34% 24% 11%
20Food Network 18% 19% 27% 20% 17%
21Turner Classic Movies 14% 20% 34% 19% 13%
22ABC Family 15% 21% 30% 21% 13%23FOX Sports 1 21% 16% 28% 21% 15%24Travel Channel 13% 23% 33% 21% 10%25WGN 19% 21% 33% 19% 8%26Animal Planet 18% 23% 34% 19% 7%27CSS Sports 25% 18% 27% 19% 11%28TV Land 21% 27% 27% 15% 10%29Disney Channel 27% 25% 20% 15% 12%30Bravo 23% 25% 31% 11% 9%
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CUSTOMER ENGAGEMENT Mid-Year Survey
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CUSTOMER AWARENESS
Bills
Breakout line items:
1. Cable Service Fee (Margin & CPE)2. Cable Programming Fees3. Broadcast Programming Fees4. Taxes
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CUSTOMER AWARENESS
Bill - Example
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CUSTOMER AWARENESS
Publications/Newsletter/Social
Educate
• Tell your story – neighbor, employer, community partner
• Conduit: Pass-through costs• Programming Universe & Cost
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CUSTOMER AWARENESS Publications/Newsletter/Social
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CUSTOMER AWARENESS
Website
Build Trust/Loyalty
• Tell the truth.• Advocacy & Reliance• TVOnMySide
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CUSTOMER AWARENESS Website
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CUSTOMER AWARENESS Website
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