Ops Help VH1 Save The Music

Cable World, March 12, 2001 by Jon Lafayette

Sometimes a network promotion is music to an operator's ears. Many networks create marketing programs and opportunities for operators to participate as local partners, but few appear to have the long-term impact of VH1's Save The Music campaign.

VH1 this year will expand the campaign, which urges local schools to restore music programs and has provided students with 810 million worth of musical instruments since 1997 to 43 markets around the country, three more than last year.

The program has resulted in national publicity for VH1. In local markets, it can create immeasurable good will for cable operators, who say the positive glow helps them with customers and local officials.

"We were their first affiliate," says Barry Rosenbloom, president of Time Warner Cable New York. "It's just a great program."

Many cable networks approach operators with promotional partnerships, but Save The Music has proved to be something special.

"Very often people come to us, and it's a one-time deal. You put in a lot of attention, and it's over," Rosenbloom says. "This is ongoing, and it is ongoing high profile."

Of course, it's difficult to determine how much of a positive effect a program such as this has for a cable operator.

"I don't know that you can measure it," Rosenbloom says.

There's certainly an impact with New York City politicians.

"It rubs off on the franchise and renewal process. We get a lot of mileage out of that," he says.

The program is also working in Western New York.

"We were new to the Buffalo area. It was perfect timing for us. It allowed us to help a community that needed our help," says Tom Haywood, VP-operations, Great Lakes Region, for Adelphia.

Adelphia took over a TCI system and has tried to demonstrate a commitment to the Buffalo area.

"When we work together in a positive way, it helps us both in the long run," he says. VH1 and Adelphia have committed $500,000 to the Buffalo area.

"Several schools have invited us back one year later," Haywood says, adding that he's looking forward to seeing the kids perform.

Buffalo is one of the markets where Save the Music is taking a new approach. Instead of donating instruments to create a music program in a single school, it is aiming to work with all the schools in the city.

"When they open school in September," says Bob Morrison, executive director of the VH1 Save The Music Foundation, "every child who goes to public school will receive the benefits of instrumental instruction."

Adelphia has made a strong contribution to the effort, Morrison says.

Operators mostly put up spots to promote the program and its fund-raising efforts.

"The beauty is it doesn't require a large cash outlay," says Rosenbloom. "VH1 has expertise in putting together events and getting artists. We have experience in promotion and getting the tickets sold."

While VH1's efforts may not directly translate into either high viewership or higher subscription fees, "I think they get a lot," Rosenbloom says.

"You make a lot of deals with a lot of different programmers. The programming is most important, but there's more flexibility with people who bring something else to the table than people who bring no support in," Rosenbloom says.

In short, he doesn't expect to see VH1 off the air during any upcoming renewal negotiations.