Starz Encore Puts $30M Behind Digital, DBS.(Brief Article)(Statistical Data Included)
Multichannel News, March, 2000 by HOGAN, MONICA
NEW YORK -- In an attempt to drive digital-cable and direct-broadcast-satellite penetration, Starz Encore Group LLC last Friday launched a $30 million national branding campaign. The company hopes its effort to drive customers to digital, to run through July, will also provide subscribers with new reasons to get the 12 premium and thematic movie channels it offers under its "Starz Encore Super Pak" umbrella.
"What's needed is something magical to get people to say, 'I want digital cable,"' Starz Encore senior vice president of marketing and business development Mike Hale said. To that end, Starz Encore's ads promise 12 different movie channels for "about $12 a month." The ad includes a toll-free number that connects callers to their cable or DBS...
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