EXPANDING CONNECTIONS

Cable tackles new challengers

A la carte viewing. Amazon. Netflix. DVRs. A slow economy. Cord-cutters. Cord-nevers. This spring, online and media chatter has been focused on an array of challenges to TV, with some specific arrows aimed at the cable TV industry.

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TARGET: MILLENNIALS

Going after the 'new Great Generation'

Nearly four out of 10 of them have a tattoo. Almost a quarter sport a piercing someplace other than an earlobe. Most sleep with their cellphone next to their bed. They're Millennials, America's biggest generation -- and a dream target for marketers.

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THE DUAL-SCREEN DYNAMIC

Staying connected everywhere

Dual-screen participation is becoming the norm so quickly that cable networks are rushing to meet marketer expectations with a host of innovative offerings for digital and social messaging participation.

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THE POWER OF STORYTELLING

The key to growth remains strong content

The words unique and original keep popping up as the cable industry relies on fresh, compelling content as it battles for audience and dollars in a marketplace of changing demographics and technology.

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