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Cable Operators: Evaluation of Basic Cable Networks
A telephone survey among cable operators will be conducted in August-November. Question areas include the following:
- Basic Network Companies Most Helpful for Broadband and High Speed
Internet Efforts – Operators will be asked to name unaided the five basic network
programmers that are most helpful.
- Basic Network Companies Most Helpful for High Definition Television – Operators will be asked to name unaided the five basic network companies that are most helpful in this area.
- Basic Network Companies with Best Marketing Support – Operators will be asked to
name unaided the five basic network companies that provide them with the best overall
marketing support services.
- Importance of Networks – Operators indicate whether the network is very important,
fairly important or unimportant to their cable system.
- Perceived Value of Networks – Operators will be asked to estimate the amount per
subscriber the network is worth to their system.
- Evaluation of Technology – Operators will be asked to rate on a 5-point scale how
helpful the network organization is with helping operator efforts on
video on demand, HDTV and broadband.
- Evaluation of Affiliate Web Site – For each site visited, operators will rate the affiliate
Web site on a scale of 5 to 1 where “5” means “Excellent” and “1” means “Poor.”
- Whether respondent met with affiliate representative in past six months.
- Evaluation of Affiliate Representatives – Operators will rate the affiliate representatives of
each basic network company on a scale of 5 to 1 where “5” means “Excellent” and “1” means “Poor.”
The study measures over 50 basic networks.
120 interviews will be completed with General Managers or Marketing Directors. A quota will be established to insure that a minimum of 50% of the final sample will be from systems with 75,000 or more subscribers. Certain results will be compared to past Beta studies.
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Proud Member
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Association Member
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