TECHTV scores in survey

Cable World, Feb 25, 2002

For a relatively small and new cable network, cable operators see a great deal of value in TechTV.

The network, controlled by Paul Allen's Vulcan Ventures, placed eighth in the Myers Report's annual survey that asked cable operators which networks have the most effective affiliate marketing organization and most valuable basic service.

The list was headed, as it was last year, by powerhouse Discovery Networks. ESPN Networks, Turner Networks, Disney Channel and Scripps Networks rounded out the top five.

The Myers Report says TechTV's surprisingly strong showing was the result of operator perceptions that the network makes a contribution to digital upgrades and new subscriber acquisitions and the competence of its affiliate marketing operation.

The network is currently in 30 million homes, and based on the result of its survey, the Myers Report expects it to grow.

"Cable operators are an early indicator of network growth and success, preceding consumer awareness by six to 12 months and advertiser acceptance and growth by 18 to 24 months," according to the report.

The evaluation is based upon operators' measures of each basic network organization in seven attributes covering their contribution to revenue growth, affiliate sales organization performance and subscriber value and satisfaction.

Among cable marketing, programming and general managers, Discovery was ranked first in six of the seven categories, placing second only for `contribution of networks to reducing churn,' for which ESPN rated highest.

A separate study is also conducted among local cable ad sales executives, who ranked ESPN Networks and Lifetime Television as the outstanding performers.