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Communicating Video Rate Increases November 13, 2014 Doug Hull
CommunicatingVideo RateIncreases
November 13, 2014Doug Hull
OCTOBER
BUDGETS
RETRANS ELECTION
NOTIFICATION
JANUARY
CommunicatingVideo RateIncreases
November 13, 2014Doug Hull
It’s More ThanA Q4
Exercise
CUSTOMER ENGAGEMENT
Do you know how they feel?
Do you know what they like?
Do you know what they want?
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
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%
CUSTOMER ENGAGEMENT Mid-Year Survey
CUSTOMER AWARENESS
Bills
Breakout line items:
1. Cable Service Fee (Margin & CPE)2. Cable Programming Fees3. Broadcast Programming Fees4. Taxes
CUSTOMER AWARENESS
Bill - Example
CUSTOMER AWARENESS
Publications/Newsletter/Social
Educate
• Tell your story – neighbor, employer, community partner
• Conduit: Pass-through costs• Programming Universe & Cost
CUSTOMER AWARENESS Publications/Newsletter/Social
CUSTOMER AWARENESS
Website
Build Trust/Loyalty
• Tell the truth.• Advocacy & Reliance• TVOnMySide
CUSTOMER AWARENESS Website
CUSTOMER AWARENESS Website
