Cox Communications has contracted with TVN Entertainment for a customized video-on-demand barker channel, which it will deploy across all of its cable systems.
This is an extension of a relationship between the companies. The latest barker version, however, bears Cox's logos and is updated weekly.
Cox now has some 8,000 VOD assets that consumers need to know about, some of which change each week, said director of marketing, new video services Bob Nocera. As much as 25% of the content is refreshed by content providers on a weekly basis, he estimated. Plus, Cox frequently adds new titles that need to be listed.
The operator's internal research shows high awareness of the movies available on demand: 90% of Cox subscribers are familiar with the theatrical titles on offer. But other products, such as FreeZone content and subscription services such as World Wrestling Entertainment's “WWE 24/7,” shock jock Howard Stern's “Howard TV” and on-demand versions of premium services, such as Starz, have lower awareness levels, he said.
Cox uses the TVN barker as channel 1 in all its VOD-enabled systems except Omaha, where it appears on channel 998, Nocera added. VOD is deployed in about 70% of Cox systems across the country.
TVN began offering weekly customized barker channels for affiliates at the end of 2004, said Amy Kan, vice president of marketing for TVN. Users of the product include Cox, Charter Communications and Mediacom Communications.
As on-demand programming has matured as a product, Kan said, operators have begun focusing on the most effective way to market what's available on the platform. TVN has content from 150 vendors, but the cable operator chooses which programs it wants to feature on the barker channel.
Nocera said the barker is effective in signaling the presence of short-term content.
For instance, the operator used the tool to notify potential users of horror films on the platform last October, placed as part of AMC's annual “Monsterfest” promotion.
New content is also highlighted there, such as karaoke programming offered by Oxygen, which was added in the fourth quarter.
