[opendtv] NBCU Launches TV Everywhere Awareness Campaign | Multichannel

From: Craig Birkmaier <craig@xxxxxxxxxxxxx>
To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
Date: Wed, 17 Dec 2014 09:09:33 -0500

http://www.multichannel.com/news/tv-everywhere/nbcu-launches-tv-everywhere-awareness-campaign/386330

NBCU Launches TV Everywhere Awareness Campaign

Looking to drive interest in and awareness of its growing slate of
authenticated TV Everywhere products, NBCUniversal has launched a consumer
market campaign that spans its stable of 14 cable channels.

The campaign, which carries the “Watch TV without a TV” tagline and will be
backed by digital and on-air promos across NBCU’s portfolio, will focus on how
consumers can access content across those channels and brands on a variety of
connected devices as part of their existing pay-TV subscriptions.

The campaign is set to run from Dec. 26, 2014 through Jan. 1, 2015, and will
showcase existing TVE apps from NBCU’s lineup, including E! Now; USA Now; NBC
Entertainment; NBC News, Bravo Now; CNBC; Esquire Now; Golf Live Extra; MSNBC;
NBC Sports Live Extra; Oxygen Now; Sprout Now; Syfy Now, and Telemundo Now.

The campaign, NBCU said, will be “laser focused on driving web traffic, mobile
downloads, video views and increased engagement across NBCUniversal’s brands.”

Developed in partnership TBWA/Chiat/Day NY, the campaign will also feature
social networking components, including the the #TVwithoutTHETV Twitter hashtag.

“NBCUniversal has some of the most iconic brands in TV, so it is only natural
that as TV viewing evolves into digital platforms, we as a company continue to
expand our strategy, creating broader TV Everywhere options for our consumers,”
said Alison Moore, GM and EVP, TV Everywhere, NBCUniversal, in a statement.
“With the unyielding support of the company’s vast portfolio of brands, this
groundbreaking marketing campaign will heighten consumer awareness of the
variety of ways viewers can watch both their beloved favorite shows and
exciting new shows across multiple digital platforms right now and on their own
time.”

NBCU is launching the campaign as the cable industry strives to drive awareness
for TVE.

The Cable & Telecommunications Association, for example, has partnered with
MSOs and programmers on a TVE campaign of its own aimed at generating awareness
and usage marked by the “You Could Be Watching TV” theme. According to CTAM,
the campaign has already resulted in higher levels of TVE awareness and usage.

Among individual programmers, Fox Networks recent ran its own TVE promo, the
“Stream It and Dream It Sweepstake,” to tout its FOX NOW, FXNOW, Nat Geo TV,
BTN2Go, and FOX Sports GO apps.

But not everyone is singing the same TV Everywhere tune. Sling Media, for
example, is mocking TVE and some of its current limitations via a consumer
campaign aimed at driving sales of its place-shifting Slingbox products. Sling
Media is expected to ratchet up that campaign, which uses the “Can’t Watch
Anywhere Pain” or C.W.A.P. tagline, in 2015.

[opendtv] NBCU Launches TV Everywhere Awareness Campaign | Multichannel

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