Startup Atlantic parlays bundling: packages include Starz on digital basic.(Marketing & Advertising)
Multichannel News, May, 2004 by Donohue, Steve
Offering subscribers a low-priced digital-cable package that includes Starz Encore Group's premium channels, Atlantic Broadband kicked off service last week in several former Charter Communications Inc. territories it recently acquired in Pennsylvania, Florida, Maryland and Delaware. The MSO--which closed on the $735 million deal in March and now counts about 256,000 subscribers--is marketing three tiers of high-speed data service and a trio of video programming packages.
"Our charge here is to take a very complicated pricing and packaging structure and simplify it," said Atlantic chief marketing officer Chris Daly. "We wanted to make it easier to buy and easier to sell." Atlantic, which serves subscribers in and around Miami Beach, Fla.,...
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