The Marketer's Council of the Cable & Telecommunications Association for Marketing (CTAM) has partnered with digital television maker Samsung Electronics to educate and promote the benefits of high-definition (HD) television and roll-out HD services to consumers.
Eight cable companies representing 95 percent of cable subscribers in the U.S., including Adelphia Cable Communications, Bright House Networks, Charter Communications, Comcast Cable Communications, Cox Communications, Insight Communications, Mediacom Communications, and Time Warner Cable, along with Samsung Electronics, hosted a Coming of Age Party for HDTV at the Mandarin Oriental Hotel in the Time Warner Center (New York, U.S.).
According to CTAM and Samsung, the event was held to educate consumers and demystify the HD experience, to offer consumers easy and affordable methods to sample the HD experience, and to make consumers aware of what differentiates the HD experience.
With cable companies now providing a broad selection of HD programming and channels, Samsung said its line-up of HDTVs can finally deliver the high-quality resolution, aspect ratio, and sound that they were it was designed to. The HDTV format, at 1080 interlaced or 720 progressive horizontal lines (1080i/720p), is said to display five times the quality of analog TVs. Samsung said HDTV also provides reception of the highest quality audio with 5.1 channel Dolby Digital Surround Sound.
"Samsung had the vision to begin the transition to digital television several years ago," said Peter Weedfald, senior vice president of Samsung Electronics North American Strategic Marketing. "As an industry leader, Samsung believes it is our responsibility to educate consumers about the visual benefits and unparalleled quality of HDTV. Samsung's work with the cable industry is an example of how we can work together to provide consumers with digital technology solutions and HD programming that deliver a movie theater experience in the home."
Seth Morrison, senior vice president of Marketing, CTAM, added: "This is the first time that the cable industry has teamed up with a consumer electronics company to drive the HD message to consumers. We're excited to work with Samsung to educate consumers and raise awareness of the digital transition, while offering people the chance to experience true HD content on high-quality Samsung HDTV sets."
At the event, CTAM and Samsung launched a promotion timed with the NCAA Basketball Tournament that offers U.S. $100 in cable gift certificates toward the customer's cable service with the purchase of any Samsung HDTV. The promotion applies to all Samsung digital TVs, including flat panel technologies (plasma TV and LCD TV), rear projection (Digital Light Processing TV and CRT), and direct-view (CRT) models.
Samsung also says it is continuing its education efforts by offering an interactive online guide to DTV, which is available on its web site. Topics include information on the 2007 FCC mandate for a nationwide rollover to DTV and what consumers really need to know in order to make informed purchases and start enjoying HDTV in their homes. The information site will also be shared by participating cable providers on their own homepages.
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