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Time Warner Gable Exec Leads Charge Against Rival Delivery System With OnlyCableCan Initiative
Special to TelevisionWeek
With satellite services growing and beginning to chip away at cable's once dominant market share, cable executives turned to CTAM to help launch a counteroffensive. John Collins, VP of advertising technologies at Time Warner Cable in Stamford, Conn., played a key role in the execution of a new television campaign.
The result, known as OnlyCableCan, is a communications effort to promote cable and its advanced products and services, including high-speed Internet access, high-definition television and on-demand. It proved to be a time-consuming logistical challenge.
That's why CTAM is giving Mr. Collins one of its first-ever Rainmaker Awards, created to salute those who have given large amounts of time and energy to CTAM projects that help the cable business grow. He was chosen by a nine-person executive committee from a list of nominees supplied by CTAM's board of directors.
The goal of OnlyCableCan is to convince the world that cable outshines the competition in convenience, value and innovation. The campaign promotes cable generically, not any particular multiple system operator. OnlyCableCan has a Web site (Onlycablecan.com) and a toll-free number for consumers (1-877-OnlyCableCan).
Mr. Collins' task was...