Audio Video News

The cable industry was late to the HDTV party, but hopes to make up for its tardiness with a massive public relations campaign now that high-def is finally becoming a regular part of most cable providers' packages.

On March 15, The Marketer's Council of the Cable & Telecommunications Association for Marketing (CTAM) announced that it was teaming up with Samsung Electronics in the quest to educate and promote the benefits of HD, and to rollout HD services to consumers.

Samsung introduced the first integrated high definition television (HDTV) in 1998 and today has the largest market share in premium priced HD rear projection TVs. The Korean electronics giant and eight cable companies representing 95% of cable subscribers in the US ( including Adelphia Cable Communications, Bright House Networks, Charter Communications, Comcast Cable Communications, Cox Communications, Insight Communications, Mediacom Communications, and Time Warner Cable) hosted a "Coming of Age" Party for HDTV at the Mandarin Oriental Hotel in the Time Warner Center.

The event celebrated the cable industry's (and Samsung's) efforts to educate consumers and demystify the HD experience, according to a press release issued at the event. "The HDTV format, at 1080 interlaced or 720 progressive horizontal lines (1080i/720p), displays five times the quality of analog TVs. This higher resolution means sharper, more lifelike images," the announcement read. "The new 16:9 widescreen aspect ratio for HDTV gives consumers the ability to see the basketball court from hoop to hoop and still identify the players. HDTV also provides reception of the highest quality audio with 5.1-channel Dolby Digital surround sound."

Old news for HomeTheater readers, but new information for many cable subscribers, apparently. "This is the first time that the cable industry has teamed up with a consumer electronics company to drive the HD message to consumers," said Seth Morrison, SVP Marketing, CTAM. "We're excited to work with Samsung to educate consumers and raise awareness of the digital transition, while offering people the chance to experience true HD content on high-quality Samsung HDTV sets."

"Samsung had the vision to begin the transition to digital television several years ago," said Samsung Electronics North America marketing v.p. Peter Weedfald. "As an industry leader, Samsung believes it is our responsibility to educate consumers about the visual benefits and unparalleled quality of HDTV. Samsung's work with the cable industry is an example of how we can work together to provide consumers with digital technology solutions and HD programming that deliver a movie theater experience in the home."

The partners launched a promotion timed with the NCAA Basketball Tournament that offers $100 in cable gift certificates toward the customer's cable service with the purchase of any Samsung HDTV. The promotion may raise awareness of HD services with TV spots airing on cable, ads in national daily newspapers, an online campaign, and point-of-purchase initiatives at retail. The promotion will apply to all Samsung digital TVs, including flat panels (plasma TV and LCD TV), rear projection (DLP TVs and CRTs) and direct-view (CRT) models.