Communicating Video Rate Increases November 13, 2014 Doug Hull

CommunicatingVideo RateIncreases

November 13, 2014Doug Hull

OCTOBER

BUDGETS

RETRANS ELECTION

NOTIFICATION

JANUARY

THANK YOU

DOUG HULLdhull@nctconline.org

CommunicatingVideo RateIncreases

November 13, 2014Doug Hull

It’s More ThanA Q4

Exercise

CUSTOMER ENGAGEMENT

Do you know how they feel?

Do you know what they like?

Do you know what they want?

CUSTOMER ENGAGEMENT

Survey

Tell us which channels you value. Tell us what channels you want. Tell us how we are doing.

Customer Care

Capture calls, emails, social comments

CUSTOMER ENGAGEMENT Annual Survey

Answer Options Never RarelyOccasio

n FrequentVery

Frequent1WSB – ABC 3% 7% 19% 32% 39%2WAGA – FOX 4% 8% 20% 35% 33%3WXIA – NBC 4% 9% 22% 33% 32%4WGCL – CBS 6% 9% 24% 33% 29%5TBS 4% 10% 35% 30% 20%6A&E 5% 12% 28% 35% 20%7TNT 6% 10% 33% 30% 20%8Discovery 5% 13% 33% 31% 18%

9The Weather Channel 5% 15% 32% 28% 20%

10HGTV 11% 15% 24% 26% 25%11USA 7% 15% 32% 27% 19%12FX 10% 11% 32% 29% 18%13ESPN 15% 11% 23% 26% 24%14AMC 9% 14% 36% 24% 17%15TLC 8% 16% 37% 25% 14%16WATL – MyATLtv 10% 17% 34% 26% 14%17FOX Sports Network 17% 14% 26% 25% 18%18ESPN2 20% 15% 25% 22% 18%

19WPCH – Peachtree TV 12% 19% 34% 24% 11%

20Food Network 18% 19% 27% 20% 17%

21Turner Classic Movies 14% 20% 34% 19% 13%

22ABC Family 15% 21% 30% 21% 13%23FOX Sports 1 21% 16% 28% 21% 15%24Travel Channel 13% 23% 33% 21% 10%25WGN 19% 21% 33% 19% 8%26Animal Planet 18% 23% 34% 19% 7%27CSS Sports 25% 18% 27% 19% 11%28TV Land 21% 27% 27% 15% 10%29Disney Channel 27% 25% 20% 15% 12%30Bravo 23% 25% 31% 11% 9%

CUSTOMER ENGAGEMENT Mid-Year Survey

CUSTOMER AWARENESS

Bills

Breakout line items:

1. Cable Service Fee (Margin & CPE)2. Cable Programming Fees3. Broadcast Programming Fees4. Taxes

CUSTOMER AWARENESS

Bill - Example

CUSTOMER AWARENESS

Publications/Newsletter/Social

Educate

• Tell your story – neighbor, employer, community partner

• Conduit: Pass-through costs• Programming Universe & Cost

CUSTOMER AWARENESS Publications/Newsletter/Social

CUSTOMER AWARENESS

Website

Build Trust/Loyalty

• Tell the truth.• Advocacy & Reliance• TVOnMySide

CUSTOMER AWARENESS Website

CUSTOMER AWARENESS Website

THANK YOU

DOUG HULLdhull@nctconline.org