CTAM EuroSummit ’11. Cablenets are still looking at the technology, when they should be focussing on marketing. In a CTAM EuroSummit session on brand building former Disney executive David Hulbert said cable could easily see off the threat of over the top content, while there were some marketing concerns, there were also technology issues that needed to be addressed. “Let’s face it this is not an industry that has been good at consumer marketing,” he said.
Hulbert said that exclusive content was difficult because there was always competition from a number of platforms often with similar or the same content. “It is apparently attractive to have content exclusively, but it’s difficult to make it work in all but a few pieces of content. You’re going to have to lock on some pieces of content and build your message around that.”
He said it was not important to show Desperate Housewives, but to ensure that customers had access to it in a way that suited them.
