Cable has never been very good at promoting its VOD services to consumers, but both content libraries and subscriber viewing hours have steadily crept up over the last few years. (Consumers like on-demand.) Now in the face of Netflix and Amazon VOD offerings, cable is finally getting aggressive about promoting its own stay-at-home movie store. CTAM, the cable industry’s marketing arm, has partnered with eight MSOs and eight movie studios to launch a new VOD ad campaign. The campaign includes TV ads, print insertions, and a new microsite with movie trailers.
The content offerings on cable VOD have improved dramatically of late, including many same-day-as-DVD movie releases and longer rental windows. Since movies actually make money for the cable operators, it makes sense for them to start throwing some marketing weight behind them. And there’s nothing but upside for consumers, particularly as the local DVD rental stores continue to shut down in droves.