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Letter to the Editor

In all deference to Rob White, president of Fallon Worldwide, Adtag/Adcopy represent the single largest and most successful advanced television advertising service. [Ed.'s Note: White is quoted in "Comcast Spotlight Takes TV Beyond the 30-Second Spot" (March 7 issue) as saying "the fact that Comcast calls [Visible World's technology] 'Adtag/Adcopy' kind of takes you down a path that isn't very interesting...Comcast Spotlight is part of the deal because Visible World doesn't distribute"] By focusing on accessible and valuable applications and by providing an industry imprimatur, this offering has already been used hundreds of times across the top 25 markets reaching tens of millions of homes.

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The challenge for creative agencies lies not in the product name, but as Fallon so adroitly demonstrated, utilizing the technology for creative purposes beyond quotidian usage. What Spotlight's Charlie Thurston and Hank Oster have done is given crawl a kick in the pants. Now it's up to all of us in the industry to get up and start walking.

Seth Haberman

President/CEO, Visible World

New York

Technology Industry

Letter to the Editor

Cable World, April 4, 2005

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