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
"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."
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
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