Comcast Spotlight Cooks Up the Future of Ad Sales

Cable World,  May 23, 2005  

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Assuming the Adelphia deal goes through, Spotlight's interconnects soon will be strengthened. Adelphia has subscribers in 11 of Comcast's top 25 DMAs (from No. 5 Boston to No. 24 Portland, Ore.).

Thurston has ambitions to sell the on-demand platform to every advertiser on his client list. Nevertheless, he's taking a go-slow approach--consumers and clients need time to catch up and understand the new technology. The slow development of interconnects has taught him the value of patience.

"We do not want to make the same mistake with VOD that was made in local advertising," Thurston says. "It basically took almost two decades to get interconnects across enough of the top 100 markets that buying spot cable was becoming a fairly uniform, fairly hassle-free experience. We would like to accelerate the uniformity of the VOD experience."

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