DMX LAUNCHES TARGET MARKETING TO HELP CABLE OPERATORS CAPTURE AUDIO CUSTOMERS
DMX LAUNCHES TARGET MARKETING TO HELP
CABLE OPERATORS CAPTURE AUDIO CUSTOMERS
New Program Will Help Operators Sell
DMX Audio Service to Homes and Businesses
LOS ANGELES, July 8 /PRNewswire/ -- To help cable operators market its new Digital Music Express (DMX) cable audio service successfully, International Cablecasting Technologies Inc. (ICT) (NASDAQ: TUNE) has announced a national targeting program designed to identify those residential and business consumers who are most likely to subscribe.
To assist in conducting and analyzing DMX demographic research, ICT has contracted with Strategic Marketing and Research Team (SMART), a cable entertainment market research firm in Sherman Oaks, Calif.
According to Bill Reilly, vice president of marketing for ICT, the results of the in-depth demographic research will yield DMX targeting models for both residential and commercial business segments to help cable operators achieve accelerated market penetration, increased revenue and profit potential and reductions in sales and marketing expenses.
"DMX is a new high-tech product that has special appeal to all types of music lovers," Reilly said. "It cannot be marketed in the same way as traditional cable TV fare. DMX requires a more highly targeted approach."
The DMX-SMART research process will include gathering extensive demographic and lifestyle information on current residential DMX consumers and surveying thousands of businesses on their attitudes toward music in the workplace.
"From this, we'll develop a strategic model of the DMX home and business subscriber and the information will be made available through SMART to DMX-affiliated cable systems," said Reilly.
Besides providing profiles of residential consumers and businesses that are most likely to subscribe to DMX, SMART will estimate the probable DMX residential and business universe, market penetration and annual revenues.
"There will be a tremendous savings to the cable operator because of the DMX-SMART relationship," said Reilly. "Cable systems could not afford to do this research on their own, so we're making the data available to them in a highly cost-effective manner."
According to Reilly, target marketing in the cable industry has delivered results that are 75 percent more effective in test situations. "The data SMART provides to the cable operator should dramatically improve the cost-efficiency of each systems' marketing efforts."
Launched in September 1991, DMX currently has more than 40,000 subscribers on 275 cable systems in 43 states and the District of Columbia. More than 600 businesses also subscribe to the 30-channel CD-quality audio service.
ICT is a diversified provider of satellite-delivered cable audio programming for residential, commercial and international markets. Equity participants in ICT include Tele-Communications Inc. (TCI), Scientific Atlanta, Viacom, KBLCOM, Scripps Howard and Colony Communications.
/CONTACT: Maryse Najar, VP-corporate communications of International Cablecasting Technologies, 310-444-1744/
(TUNE) CO: International Cablecasting Technologies Inc.; Strategic
Marketing and Research Team ST: California IN: ENT SU: JL-EH -- LA006 -- 7285 07/08/92 09:01 EDT