Time Warner Cable Inc. (NYSE: TWC) announced today that it is Getting Tough on unfair programming price increases with a new series of advertising and website enhancements designed to educate consumers about the outrageous demands made by some television networks.
Feedback from nearly 400,000 people who visited the company’s Roll Over or Get Tough website (www.rolloverorgettough.com) overwhelmingly supported Getting Tough on programmers who threaten to hold shows hostage as they demand outrageous price increases, sometimes as high as 300% more than the current contract.
“Our customers are letting us know that they want us to fight against rapidly increasing programming prices,” said Glenn Britt, Chairman, President, and CEO of Time Warner Cable. “We’ve heard them, and we intend to put as much pressure as possible on programmers with unreasonable demands to get our customers the best prices we can.”
The company launched its Roll Over or Get Tough campaign on November 25 to ask customers for their feedback on programming costs and to help people better understand the tough choices video distributers like Time Warner Cable have to make. It is a multifaceted campaign that involves the website; newspaper, online and TV advertising; and emails to customers.
The new ads let customers know that Time Warner Cable thinks that a 300% price increase is excessive, particularly in today’s economy, and that withholding unpopular programming is unfair to American families.
The company also has added features for customers to the Roll Over or Get Tough Web site, including a Spanish-language version (www.cederoponersefirme.com), FAQ’s, customer comments, and a media room that will include access to campaign materials and media coverage.
Customers are invited to voice their opinions by going to www.rolloverorgettough.com .
About Time Warner Cable
Time Warner Cable is the second-largest cable operator in the U.S., with technologically advanced, well-clustered systems located in five geographic areas — New York State (including New York City), the Carolinas, Ohio, southern California (including Los Angeles) and Texas. Time Warner Cable serves more than 14 million customers who subscribe to one or more of its video, high-speed data and voice services. Time Warner Cable Business Class offers a suite of phone, Internet, Ethernet and cable television services to businesses of all sizes. Time Warner Cable Media Sales, the advertising arm of Time Warner Cable, offers national, regional and local companies innovative advertising solutions that are targeted and affordable. More information about the services of Time Warner Cable is available at www.timewarnercable.com, www.twcbc.com and www.twcmediasales.com.