Chris Blount
03-30-04, 10:22 PM
NEW YORK Cablevision's Rainbow DBS division is looking for an agency that's "agile and able to respond quickly to dynamic market conditions" to handle the estimated $50 million creative and direct marketing account for its Voom high-definition satellite network, according to the RFP.
The winner will be the second shop for the 5-month-old Voom and, analysts argue, is likely to have an uphill battle marketing the struggling network, a venture they think the marketplace cannot support.
Voom's 31 channels of HDTV, including 21 commercial-free, exclusive channels grouped by movie genre, have attracted fewer than 2,000 subscribers since its October launch. Facing entrenched competition from other satellite TV providers as well as cable systems, most of which already offer HDTV, Voom has had trouble getting traction.
"The problem is trying to make lemonade with this particular batch of lemons," said Josh Bernoff, principal analyst at Forrester Research in Cambridge, Mass. "It's a hell of a challenge, and it's going to be very expensive. People are not banging on the door saying, 'I want my dedicated HDTV channel.' "
Full Story (http://199.249.170.191/aw/national/article_display.jsp?vnu_content_id=1000473310)
The winner will be the second shop for the 5-month-old Voom and, analysts argue, is likely to have an uphill battle marketing the struggling network, a venture they think the marketplace cannot support.
Voom's 31 channels of HDTV, including 21 commercial-free, exclusive channels grouped by movie genre, have attracted fewer than 2,000 subscribers since its October launch. Facing entrenched competition from other satellite TV providers as well as cable systems, most of which already offer HDTV, Voom has had trouble getting traction.
"The problem is trying to make lemonade with this particular batch of lemons," said Josh Bernoff, principal analyst at Forrester Research in Cambridge, Mass. "It's a hell of a challenge, and it's going to be very expensive. People are not banging on the door saying, 'I want my dedicated HDTV channel.' "
Full Story (http://199.249.170.191/aw/national/article_display.jsp?vnu_content_id=1000473310)