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Cable Show 2010: Operators Exploit Multicultural Edges

More Coverage of Cable Show 2010 from Multichannel News and
B&C
.

Cable operators are embracing multicultural-TV marketing opportunities
and getting smarter about using localism and multi-service bundling as a
hedge against satellite-TV providers that have more overall ethnic
programming.

"Are we there yet? Absolutely not, we've got a long
way to go," Natalie Rouse, director of multicultural marketing at
Comcast, said at B&C's breakfast panel session on multicultural TV
Wednesday in Los Angeles. "But we're getting there ... we've got a focus today."

Giving
customers a full experience in their languages - when they call in for
help, when an installer comes to their homes - is still a work in
progress but an effort operators concede is important and one they are
working hard on staffing up for, said Maureen Lane, a programming
executive in Time Warner Cable's West region. TWC uses a translator
service for inbound callers now, she said, for example in Chinese, "but
we are taking that to the next level so we have people on staff that can
do that."

Kent Gibbons

Kent has been a journalist, writer and editor at Multichannel News since 1994 and with Broadcasting+Cable since 2010. He is a good point of contact for anything editorial at the publications and for Nexttv.com. Before joining Multichannel News he had been a newspaper reporter with publications including The Washington Times, The Poughkeepsie (N.Y.) Journal and North County News. He got his bachelor's degree at Pace University in Westchester County, N.Y.