Distributors extend free preview period, cut prices to draw more digital subscribers

Broadcast distributors are cutting prices and extending free preview periods in an attempt to lure more viewers and ultimately subscribers to the new digital specialty TV channels that launched in September. Direct-to-home satellite TV distributor Bell ExpressVu LP extended its free preview period for all new digital channels until January 6, 2002 because, according to president David McLennan, customers need more time to experience the new channels. Initially, ExpressVu had planned a seven-week free preview period after launching the channels on September 7. The extended preview period has resulted in a $20 savings on a bundle of all channels, according to Rosemary Gilchrist, director of communications at Bell ExpressVu. All of Bell Express Vu’s channel offerings are now available for $36.95, but the package price will rise to $58.99 once the free preview period is over. Rogers Cable Inc. has also extended its free preview of the digital channels until January 7, 2002, and is considering offering a package of all the analog and digital channels for as low as $69, including the hardware. "The steady demand for the digital boxes has dictated that we extend this preview for another month," says Rogers Cable president and CEO John Tory. As well, Rogers is looking to add distant Canadian and U.S. networks from different time zones to its digital offering to lure more customers. The channels include: CBC (St. John’s), ATV (Halifax), Global (St. John), ASN (Halifax), CBUT, CIVT, CHAN and CKVU (all Vancouver), CKY (Winnipeg) and CITV (Edmonton). Rogers spokesperson Taanta Gupta says the cableco is in discussions with the Canadian Association of Broadcasters (CAB) over compensation for carrying the local signals. "We expect to have an agreement in place soon, and to launch (the channels) by the end of the year," she notes. "We don’t have a firm date on when we can launch those channels because it’s engineering-dependent." Rogers’ analog cable subscribers can rent a digital box for $10.95/month to preview the channels. Brandon MB-based Westman Communications Group, however, is allowing customers to see the channels without having to invest right away in a digital box. It is previewing the new digital channels on a rotational basis on an analog channel of its basic package.

Distributors extend free preview period, cut prices to draw more digital subscribers

Broadcast | October 26, 2001

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