Cable groups join forces for publicity
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.MARY FAGAN
Industrial Correspondent
The cable television industry has agreed a pounds 30m nationwide marketing campaign to increase public awareness of cable services and help it fight BT in local telephone services.
The industry has accepted that it needs to improve its image and that the companies must join forces to get their collective message across. It is expected that J Walter Thompson will be signed up to mastermind the two-year campaign.
It is not yet clear how the companies will split the cost, but it is likely to be on the basis of how many homes each company "owns" in its franchise area, or on how many they manage on their own behalf or for other companies. The situation is complicated because many franchises are owned by a number of different cable firms.
Nynex and Telewest, two of the largest companies, are thought to be the driving force behind the co-operation. Some critics of the plan say it will detract from the individuality of the companies and could harm their local appeal. But industry sources say it is needed if the companies are to fight BT, which is working vigorously at winning back customers who have gone over to cable telephony.
Subscribe to Independent Premium to bookmark this article
Want to bookmark your favourite articles and stories to read or reference later? Start your Independent Premium subscription today.
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments